10 tips for choosing a great business name

Author: Leanne Knowles

7 – 9 minute read

Naming your business? Launching a new brand? It’s a make-or-break moment.

Your business name is your first impression, your brand’s backbone, and your chance to stand out in a sea of sameness. Get it right, and you’ll create a bold, unforgettable identity that attracts the right customers. Get it wrong? You’re in for a world of branding headaches, legal nightmares, and lost opportunities.

This article gives you 10 power moves (and mistakes to dodge) so you can nail your business name from the start—no regrets, no rebrands, just a name that works as hard as you do. Let’s do this.

What happens when you find the right business name?

A strong brand name is a powerful asset for any business, offering important benefits that can help you establish a competitive edge and build a loyal customer base.

Here are the key benefits:

Enhances brand recognition and recall

A distinctive, memorable name helps your business stand out in a crowded market. It makes it easier for customers to remember you and recognize your brand across various channels, increasing the likelihood of repeat business and referrals.

Builds trust and credibility

A strong brand name conveys professionalism and reliability, which can help build trust with your target audience. Customers are more likely to engage with a brand that sounds established and credible, especially in industries where trust is a key factor in purchasing decisions.

Supports marketing and brand positioning

A well-chosen name can become a cornerstone of your marketing strategy. It can convey your brand’s personality, mission, or unique value proposition, making it easier to create compelling messaging and connect emotionally with your audience.

Improves SEO and online discoverability

If your brand name includes relevant keywords or is easy to remember, it can enhance your search engine visibility. A strong, unique name can also help you rank higher in online searches, making it easier for potential customers to find you.

Differentiates your business from competitors

A strong brand name sets you apart from others in your industry. It highlights your unique identity and value, helping customers distinguish your business from similar offerings and giving you a competitive edge.

Do this to find a great business name

Choosing the right business name is a critical step that sets the foundation for your brand’s identity and success.

Do this when you want a great business name:

1. Make it simple and memorable

Choose a name that is easy to pronounce, spell, and remember. Avoid complex words, unusual spellings, or long names that are hard to recall. A simple, catchy name sticks in people’s minds, making it easier for customers to find you online, talk about your business, and refer you to others.

2. Check for domain and social media availability

Verify that your chosen name has an available domain and matching social media handles. Use tools like GoDaddy, Namecheap, or Namechk to check availability across platforms. Consistent branding across your website and social media channels is crucial for building a strong online presence and making it easy for customers to find you.

3. Ensure it reflects your brand identity

The name should align with your brand’s mission, values, and personality. Think about the emotions or ideas you want your name to evoke in your target audience. A name that reflects your brand identity helps you connect with your audience, build trust, and convey what your business is about at a glance.

4. Conduct a trademark search

Before finalising your name, conduct a trademark search using your local trademark office to make sure the name isn’t already in use or legally protected. Choosing a name that’s already trademarked can lead to legal disputes and force you to rebrand, which can be costly and damaging to your reputation.

 Here’s a few of the IP offices in different regions:

• USPTO for the USA
• IP Australia
• UK Intellectual Property Office (IPO)
• Intellectual Property Office of New Zealand (IPONZ)
• Intellectual Property Office of Singapore (IPOS)
• European Union Intellectual Property Office (EUIPO)

5. Test the name with your target audience

Gather feedback from potential customers, focus groups, or online surveys to see how people perceive the name. Ask about pronunciation, spelling, and overall appeal. Testing your name helps you identify potential issues early on and ensures it resonates with the people you want to attract, reducing the risk of confusion or poor reception.

These five steps are essential for selecting a strong, effective business name that not only captures your brand’s essence but also supports your long-term growth and success.

Don’t do this when you are choosing a business name…

When choosing a brand or business name, it’s just as important to know what not to do as it is to understand the best practices. Here are the common pitfalls to avoid to ensure your name sets you up for success:

1. Don’t choose a name that’s too generic

Generic names like “Quality Services” or “Best Solutions” don’t tell customers anything unique about your business. They can make it difficult for your brand to stand out in a crowded market. Opt instead for a name that reflects your unique value proposition, mission, or personality. Avoid common industry buzzwords and aim for something distinctive.

2. Don’t pick a name that’s hard to spell or pronounce

If customers can’t easily spell or say your name, it can be hard for them to find you online or remember your brand. Complex names can also create confusion and limit word-of-mouth referrals. Choose a name that’s simple, phonetic, and easy to pronounce. Test it with a variety of people to ensure it’s clear and memorable.

3. Don’t use obscure references or jargon

Names based on inside jokes, obscure references, or industry jargon may confuse potential customers who aren’t familiar with the terms. This can alienate part of your target audience. Make sure your name is easily understood by your intended market. Avoid words that are too niche or require explanation.

4. Don’t be too literal or restrictive

Names that are too specific to a single product, service, or location can limit your ability to expand your offerings or enter new markets. It might be fine when starting, but could require a costly rebrand later on. Rather, choose a name that’s versatile and allows room for growth. Avoid tying your name too closely to a specific product or location unless it’s a core part of your long-term strategy.

5. Don’t rush the naming process

It’s tempting to settle on a name quickly and move forward with launching your business. However, rushing this decision can lead to problems down the road, like needing to rebrand if the name doesn’t fit or isn’t well-received. Take the time to brainstorm, test, and validate your business name thoroughly. Consider it a key part of your brand strategy and give it the attention it deserves.

By avoiding these common pitfalls, you can choose a strong, memorable, and effective business name that sets the foundation for your brand’s success and growth.

Summary

Investing time and effort into creating a strong brand name is essential. It’s not just about choosing a name that sounds good — it’s about building a brand identity that resonates with your audience, supports your marketing efforts, and positions your business for long-term success.

About Leanne Knowles

Connect with Leanne on LinkedIn

Leanne Knowles doesn’t just talk about bold moves—she’s lived them.

A former pro skydiver turned Business Growth Strategist, Leanne launched two successful adventure sports businesses by age 24 and sold them both a decade later. She founded Headswitch in 2000 as a marketing consultancy and now helps small business owners in low-tech sectors scale smarter with tech-enabled strategies.

Leanne cuts through the noise with battle-tested strategies—the same ones she’s used to grow and scale her own business without the stress and overwhelm. Through online training, private coaching, and The FreedomROI Newsletter, she’s built a powerhouse community of founders who are done playing small and ready to build businesses that work for them—not the other way around.