3 ways to choose a great business name

Author: Leanne Knowles

8-10 minute read

Not all business names are created equal, and here’s why….

Choosing a business name might seem like a straightforward task, but for many aspiring founders, it can be surprisingly challenging. Your business name is one of the first things potential customers notice, and it plays a significant role in shaping their perception of your brand.

A great name can attract the right audience, convey your brand's mission, and set you apart from the competition. In this guide, we’ll explore the importance of selecting the right business name, different methods for crafting one, common challenges, and actionable tips to help you find a name that resonates with your vision.

Every business needs a great name

A great business name sets you apart from the crowd. No matter which industry or sector you operate in, you have buyers with very specific needs, preferences and expectations. Every one of those buyers have alternative solutions they can access.

A great business name gives you a competitive advantage.

Why the right business name is so important

Your business name is more than just a label — it’s a powerful tool that can influence your brand’s identity, marketing strategy, and overall success.

A well-chosen name:

1. Creates a strong first impression: It sets the tone for your brand and helps establish credibility.
2. Defines brand identity: It reflects your brand's personality, values, and mission, making it easier for customers to connect emotionally.
3. Aids marketing efforts: A clear, memorable name can enhance SEO, making it easier for customers to find you online.
4. Builds trust: A name that aligns with your offerings builds trust and helps customers understand what you do.
5. Supports business growth: A versatile name leaves room for expansion, helping your business adapt as it evolves.

3 proven methods for naming your business

Find one that makes most sense to you, and then follow the steps to success:

1. Descriptive
2. Geographical
3. Hybrid words

1. Descriptive

The descriptive approach builds a business name that clearly communicates what your business does. It often includes industry-specific keywords, making it easy for customers to understand your offering at a glance. 

Pros:

There are some big positives when you use this method:

• Clarity: Customers immediately know what your business offers.
• SEO-friendly: Helps improve search engine rankings with relevant keywords.
• Credibility: Straightforward names often convey trust and transparency.
• Low-cost branding: Less need for extensive brand education.

Cons:

Here are challenges to be aware of when you use this method:

• Limited flexibility: May not fit if you expand or pivot your business.
• Generic feel: The name might lack creativity and struggle to stand out.
• Trademark challenges: Common words are harder to trademark. 

Industry sectors

Consider what type of industry you are operating in and how well this approach will work.

This method may be a good a fit for certain sectors:

• Traditional and low-tech businesses: retail, food services, construction, and personal services.
• Businesses looking for clarity and transparency: accounting firms, legal services, or local trades.

Examples:

Check out these examples from different regions around the world:

• Pacific Lawyers: Network of law firms servicing the Pacific Islands.
• London Pet Grooming: Pet grooming service in central London.
• Kiwi Garden Supplies: Supplier of gardening tools and organic compost.
• Little Red Dot Tours: Local tour company highlighting Singapore’s unique attractions.

• The Weather Channel: Television network providing weather forecasts, news, and updates.
• The Container Store: Retail chain specializing in storage and organisation products.
• Euro Auto Repairs: Specialise in premium servicing and repairs for BMW, Mini, Volkswagen, Audi, Skoda, and Mercedes-Benz. 

Step-by-step guide

Here’s a five step guide to using this approach:

1. List keywords: Write down words that describe your product, service, or industry.
2. Combine words: Mix and match keywords to create a clear, straightforward name.
3. Check simplicity: Ensure the name is easy to understand and pronounce.
4. Verify availability: Check if the domain and social media names are free.
5. Get feedback: Test the name with your target audience for clarity and appeal.

Online tools to check out

There are great tools online to help you generate ideas for your business name, often using AI. It is important to be clear about your needs, and assess each tool to determine its fit for your purpose.

Here are some examples commonly used by small business:

• Keyword generators: Google Keyword Planner, Ubersuggest
• Name generators: Namelix, NameMesh, Canva
• SEO tools: SEMrush, Moz

2. Geographic

The geographic naming method uses a specific location in the business name, such as a city, region, or landmark, to build a strong local presence and appeal. It’s ideal for businesses targeting a specific geographic market.

Pros:

• Builds trust: Customers often trust businesses with a local connection.
• Improves local SEO: Helps your business rank better in local search results.
• Enhances brand recall: Customers searching for local services are more likely to remember a geographically focused name.
• Shows Community Focus: A geographic name indicates that the business is rooted in the local community.

Cons:

• Limits expansion: The name may no longer fit if you expand beyond the initial geographic area.
• Trademark limitations: It can be difficult to trademark a name that includes common location names.
• Can sound generic: The name might not stand out among other businesses in the area using similar naming styles.

 Industry sectors

Consider what type of industry you are operating in and how well this approach will work.

This method may be a good a fit for certain sectors, and here’s some examples:

• Local services and trades: Businesses that serve a specific area (e.g., electricians, landscapers, movers).
• Hospitality and tourism: Companies tied to a location (e.g., hotels, tour operators, local attractions).
• Real estate: Agencies and property management firms that focus on specific regions or cities (e.g., real estate brokers, property developers).
• Food and beverage: Restaurants, cafes, and specialty food shops that want to emphasize their local roots (e.g., craft breweries, local diners).

Examples:

These examples of a geographic approach to business naming speak for themselves:

• Adelaide City Dental Care
• Bay Area Dog Walkers
• Brighton Brew Co.
• Rotorua Adventures
• Sentosa Spa Retreat
• Dublin Plumbing Services

Step-by-Step Guide:

When you’re ready to find your geographical business name, here’s a simple five step process:

1. Choose your location: Decide on the location you want to highlight (city, region, or neighbourhood).
2. Combine with your business type: Pair the geographical term with your product or service for clarity.
3. Ensure local relevance: Choose a name that resonates with the local culture or community.
4. Check local listings: Check the name isn’t already used by other businesses in the area.
5. Secure online presence: Review the availability of the domain and local SEO listings (e.g., Google My Business)

Commonly used tools:

It is important to do your own research to decide if any of these tools are a good fit for you.

Here’s a starting point:

• Local SEO tools: BrightLocal, Moz Local
• Domain checkers: GoDaddy, Namecheap
• Geographical name generators: Shopify Business Name Generator (with location filters)

3. Hybrid words

The hybrid words approach blends parts of two or more words to create a completely new, unique name. This method combines syllables, roots, or fragments from relevant words to form a brand-able, memorable name that can be easily trademarked and stands out in the market.

Pros:

There are some real positives to using this approach:

• Unique and brand-able: The new word is likely to be unique, making it easier to trademark and stand out in brand specific search results.
• Memorable: A well-blended name can be catchy and easy for customers to recall.
• Versatile: The name isn’t tied to specific products, allowing room for business expansion.
• Creative identity: Portmanteau names can convey innovation and creativity, appealing to modern and tech-savvy audiences. 

Cons:

There may also be some down sides to using this approach:

• Potential confusion: The name may not immediately convey what the business does, requiring additional brand explanation.
• Pronunciation issues: Blended names can sometimes be difficult to say or spell correctly.
• Higher branding costs: You may need to invest more in marketing to build recognition and explain the name’s meaning.

Industry sectors

Consider what type of industry you are operating in and how well this approach will work.

This method may be a good a fit for certain sectors:

• High technology and tech enabled startups: Innovative companies looking for a unique, memorable name that conveys creativity (e.g., SaaS, fintech, health tech).
• Consumer products: Brands focused on lifestyle, convenience, or unique value propositions (e.g., beverages, snacks, gadgets).
• Creative and design services: Agencies that want to stand out with a modern, catchy name (e.g., graphic design, branding agencies).
• E-Commerce: Online stores that sell niche or specialised products and want a unique, brand-able identity (e.g., subscription boxes, boutique shops).

Examples:

Here’s a selection of business name examples that have applied this method:

• Snapple (A blend of “snappy” and “apple,” referring to a carbonated apple juice product)
• Innocent Drinks: The name blends the idea of “innocence” with natural, healthy drinks.
• KiwiCo: A subscription box service for kids, blending “Kiwi” (NZ symbol) and “Company”.
• MediLink: A healthcare platform, combining “Medical” and “Link” to imply connected healthcare solutions.
• Pinterest: Combines "pin" and "interest" to convey its use as a visual discovery tool)

• Microsoft: Combining "microcomputer" and "software," Microsoft reflects its focus on developing software for personal computers.
• Instagram: A blend of "instant" and "telegram," Instagram emphasizes the platform's capability for instant photo sharing and communication.
• Netflix: Merging "net" (internet) and "flicks" (movies), Netflix highlights its service of streaming films over the internet.

 Five-Step Process:

1. Identify key words and concepts: Brainstorm relevant words that capture your brand’s values and industry.
2. Break the words into components: Split your chosen words into smaller, phonetic parts to work with.
3. Blend the components to create new name ideas: Combine the segments creatively to form unique, memorable names.
4. Test for pronunciation, spelling, and meaning: Validate the name with others to ensure it’s easy to say, spell, and has no negative connotations.
5. Check availability and finalize the name: Verify domain, social media handles, and trademark availability before making your final choice.

Commonly used tools:

There are plenty of online tools available to support your process, and we have listed a few here to get you thinking.  Do your own research to decide if any of these tools are a good fit for you:

• Name generators: Namelix, Wordoid (specifically for creating blended names)
• Domain checkers: Name.com, LeanDomainSearch
• Trademark search: USPTO (USA), UK Intellectual Property Office, IPONZ (New Zealand), IPOS (Singapore), IP Australia

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.