Come Up With a Business Name

When considering whether to purchase a product or use a business’s services, prospective buyers usually wonder why they should select one brand over the other.

Customers are known to look for a convincing reason to patronize a business before making a purchase. And giving your company a unique, engaging, and captivating name is a simple way to encourage potential clients to buy from you.

Choosing a great name for your company or product can be really challenging. But thankfully, we’re here to show you exactly how to select a good name for your company that accurately captures its uniqueness.

Let’s get started.

Three Steps to Selecting the Best Business Name Your Business Can Have

1. Ensure You Comprehend Your Company’s Brand

The personality of your brand, goods, and services is the most fundamental aspect of your business, as it affects how people engage with you.

As a result, when naming your enterprise, your brand should be the primary major determinant, along with its values, tone, and the feelings it should evoke in clients.

Let’s consider Microsoft. The name aligns with the company’s identity as a practical technology company. But this same name won’t work for another company with a different identity.

And that’s because the name will not be able to connect with the brand, its products, and the image they’re trying to portray.

So, before naming your business, ensure you’ve devoted time to acquire in-depth knowledge of your brand identity.

2. Begin Developing Potential Brand Names

If you’ve assembled a naming team, gather them in one location, describe your brand to them, provide them with a board, markers, a notepad, and some goodies, and then have them get to work putting down words that best characterize your firm.

Concentrate on creating as many simple and exciting business names as possible that express the essence of your organization.

Remember that assessing the ideas you think up when brainstorming could interrupt your creative flow.

Try employing one of the following naming tools to get started:

  • Thesaurus
  • Visual names connected with colors
  • Jargon in your sector
  • Rhymes

Try to come up with at least 200 short, precise, and engaging words after your brainstorming session. It doesn’t matter if the words feel unusual or abstract; you won’t recognize their true potential unless you review them.

Obtaining a lot of names while brainstorming will present you with a wide collection of potential possibilities to consider as we go on to the next phase.

3. Review Your Names

If you eliminate biased opinions, you should have many names with equal chances of representing your company at this stage. But there’s still far too much, so this final stage will be dedicated to selecting the most suitable one that best reflects your company.

Reviewing and validating your chosen business name is the simplest way to determine whether it is acceptable for your company or not.

To choose the best name for your company, make sure your top choice meets some simple validation criteria.

Do this by:

  • Gathering Customer Reviews: This is probably the most important test since it will tell you the extent to which the name will capture the interest of your target customers.

You could also solicit candid feedback from close friends, relatives, or even casual acquaintances.

  • Verify if it has an available ‘.com’ web address: Businesses with original names cannot thrive online in this competitive industry unless they have a matching domain name and a superb website. Be certain that any name you are considering has a ‘.com’ domain name and readily available social media profiles.
  • Trademarking: By protecting your business name with a trademark with the USPTO, you can prevent a range of issues later on. This is because a large number of common words currently have some form of trademark law protecting them, and utilizing them can potentially result in legal consequences.


During the process of naming, be sure to treat it as seriously as you can because your business’s fate depends on it, as it has the ability to affect sales, recognition, and overall performance.

Grant Polachek is the head of branding for, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients from early-stage startups to Fortune 500 companies.


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