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A Complete Guide to Naming Your New Business

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A well-thought-out business name doesn’t just reflect your company’s identity; it also conveys its values and purpose. Apart from often being the first thing customers encounter, the name can influence their perception of your business and set the tone for its image.

January 17, 2024
Author: NCH

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Naming one is not as simple as it may seem. Doing so entails careful consideration and adherence to legal and branding principles. 

Why Is a Business Name Important?

First Impression

Your business name is often the first point of contact between your company and potential customers. It’s the first thing people encounter, whether they see it on a storefront, website, business card, or in marketing materials.

Brand Identity

As mentioned earlier, a strong business name is a key component of your brand identity. It should reflect your company’s values, mission, and personality. A well-crafted name can help customers connect with your brand on a deeper level.


A memorable name is one of the best ways to find and remember your business. This can make it easier and faster for customers to find and remember what it offers. The name may also serve as a marketing tool, helping you stand out from the competition.

Market Perception

The name you select can influence how potential customers perceive your business. A clear, professional, and relevant name to your industry can build trust and credibility. On the other hand, a poorly chosen or irrelevant one can deter potential customers or create confusion.

Types of Business Names

  • Descriptive Names: These names clearly indicate what the business does. For example, “The Coffee House” or “Smith & Sons Plumbing.”
  • Acronyms and Initials: Some businesses use their initials as their business name, like IBM (International Business Machines) or UPS (United Parcel Service).
  • Abstract Names: Abstract names are more creative and don’t directly convey the business’s purpose. For instance, “Apple” has little to do with technology at first glance.
  • Compound Words: These names combine two or more words to form a unique and descriptive name. “Microsoft” combines “microcomputer” and “software.”
  • Invented or Made-Up Names: Some businesses create entirely new words or combinations to craft a unique identity, such as “Google.”
  • Personal Names: Naming your business after yourself, like “Johnson & Associates,” is a common choice for professionals in fields like law, medicine, and consulting.
  • Geographic Names: Some businesses incorporate their location in their name, which can benefit local businesses. For example, “New York Pizzeria.”

How to Name Your Business

Step 1: Define Your Brand

Start by defining your brand identity. Consider your company’s values, mission, and vision. Understand your target audience and what sets you apart from competitors. Your business name should align with your brand’s essence.

Step 2: Brainstorm Ideas

Gather a group of creative minds and brainstorm potential business names. Consider the type of name that suits your brand, and don’t hesitate to explore various angles. The more ideas you generate, the better your chances of finding the perfect name.

Step 3: Research Your Market

Before finalizing a name, research your market and competitors. Ensure that your chosen name is unique and not already used by another industry business. A distinctive name will help you avoid legal issues and create a more memorable brand.

Step 4: Keep It Simple and Memorable

Simple names are easier for customers to remember and spell. Avoid using complex or confusing words or phrases. Short and sweet names often make a more significant impact.

Step 5: Domain Name Availability

Nowadays, securing an appropriate domain name is vital for your online presence. Ensure that the domain name associated with your business name is available, and it’s preferable to have a “.com” extension. You can check the availability of the business name using these online tools


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Guidelines for Business Name Ideas

  • Avoid Trends: While it may be tempting to follow the latest trends in business naming, they often become outdated quickly. Choose a timeless name that will remain relevant.
  • Check Cultural Significance: Make sure your chosen name doesn’t have negative connotations in different cultures or languages. This is particularly important if you plan to expand internationally.
  • Consider SEO: When naming your business, consider search engine optimization (SEO). A name that contains relevant keywords can help your online visibility.
  • Test With a Focus Group: If possible, conduct market research or use a focus group to gauge the reactions to your name ideas. 
  • Think About Logo Design: Consider how your business name will work with your logo. It should be visually appealing and complement your brand’s image.
  • Be Mindful of Legal Restrictions: Research trademark databases to avoid potential legal disputes. It’s essential to have the legal rights to your chosen name.

FAQs About How to Name a Business

Can I change my business name after I’ve registered it?

Yes, you can change your business name after registration. However, it may involve legal and administrative processes. It’s generally advisable to choose a name you’re confident with from the start to avoid complications.

Do I need to trademark my business name?

While not mandatory, trademarking your business name can provide legal protection and exclusive rights to use the name for your products or services. It’s recommended, especially if you plan to expand your business.

Can I use my own name for my business?

It’s a common practice, especially for solo entrepreneurs or small businesses. It creates a personal connection with your customers. However, consider the long-term implications if you plan to grow and expand your business beyond your personal brand.

Should I hire a naming consultant?

Hiring a naming consultant can be beneficial, especially if you struggle to create a unique and memorable name. However, it’s unnecessary, and many business owners successfully name their businesses without external help.

The Bottomline

Naming a business is a process that requires careful thought, creativity, and consideration. Take the time to brainstorm, research, and validate your options. Ensure your chosen name aligns with your brand’s identity, is legally available, and is memorable to your target audience.

If you need assistance with any aspect of naming your business, consult the experts at NCH. We offer valuable guidance and support if you’re seeking assistance registering your business name, obtaining the necessary licenses and permits, or trademarking your brand. 

Visit our website or call us at 1-800-508-1729 to schedule an appointment!

DISCLAIMER: The above material has been prepared for informational purposes only, containing opinions of the provider and is not intended to provide, and should not be relied on for, tax, legal, or accounting advice. Please consider consulting tax, legal, and accounting advisors before engaging in any transaction.

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