How to Choose a Business Name that Sticks

You’ve decided that you want to start a business.

Well, the first thing you’ve gotta do is choose a name. Your business name goes on everything: your LLC, your bank account, your email, phone caller ID, website, branding, etc, etc.

So where do you start?

Choosing the right name for your business isn’t just about choosing what sounds catchy, it’s about what your brand communicates and ultimately, how your business will be recognized. It’s important to pick a business name that feels like you, that’s relevant but stands out, and that’s memorable. After all, it’s the first impression the public will have of you and your brand. 

Get All the Business Name Ideas Out

When you start thinking about your new business’ name, I always recommend starting with a brain dump. 

Write down every idea that comes to mind, no matter how small, random, abstract, or insignificant it may feel. Don’t overthink it, just get it all out on paper. Sometimes a single word or visually seeing a combination of words can spark a new direction or idea - write those down too.

Once you’ve got your list, step away for a while. Then, come back and read through it with fresh eyes. Cross off the ideas that don’t resonate. 

Narrow Down the Ideas

Now it’s time to evaluate the remaining contenders. Yes, you want to pick a name that aligns with your brand and sounds catchy, but you can’t forget about originality and practicality. 

Here are some questions to ask yourself to help set your business up for long-term success: 

1. What are you trying to communicate? 

Your business name should reflect the essence of what you want people to feel or understand about your brand. For my own business, I wanted to convey the sense of joy because I love what I do; hence the ‘j’ and the ‘oy’. I added my initials and all together, this became an abstract representation of what I was trying to communicate. 

2. How original is your name? 

Before you fall in love with a business name, take a look at what’s already out there. You can do this with a web search for the name you’re considering. Your instinct might be to use something like [Last Name] + [Industry], for example, Montgomery Strategies or Montgomery Financial. It’s safe, but also pretty common, so there’s a chance that someone else is already using it. This will lead to struggles when it comes to other aspects of your business, such as registering for an LLC, trademarking, setting up your website, domain, email, and getting found online (SEO). Another layer to originality is to make sure you don’t become a duplicate of another company - especially if they’re operating in your target geographic area. At that point, you’ll be infringing on someone else’s copyright and if they were there first, they’ll win that case every time.

3. Can you get a .com domain name? 

Before finalizing your business name, jump onto a site like GoDaddy and do a quick domain search. Let’s say you’re leaning toward Montgomery Strategies and there is another business with a same or similar name; there’s a good chance MontgomeryStrategies.com (an ideal domain name) is already taken. While variations such as .co, .net, or .info can work, there's so much negative stigma about the credibility of websites using those types of domains that it’s best to avoid them. Additionally, having a .com domain will make it easier for customers to find your brand; if they can’t remember the website, they’re likely to type in “your business name dot com,” and if your company doesn’t come up, you’ve just lost them. Or, even worse, they think your competitor with a similar name and .com domain is where they are supposed to be. You put in the effort to earn those leads, so make sure they land with you, not someone else.

4. Is your name too abstract? 

Getting creative with your business name is ideal. Coming up with something unique can help you stand out and gives you flexibility with picking a domain and setting up your brand.

But there’s a catch: if your prospects and clients can’t pronounce, spell, or remember your name, they’ll struggle to talk about it! 

Don’t let your creativity come at the cost of clarity; you want your audience to say your business name once and never forget it. 

Don’t Get Overwhelmed by Naming Your Business

Naming your business can feel overwhelming, but it’s also one of the most creative parts of starting something new; it’s the foundation of your new brand identity. Whether you land on something bold, classic, or abstract, make sure it reflects who you are and where you’re headed. Take your time figuring it out, as a strong name will give your business the credibility and recognition it deserves. 

Need help brainstorming or building a brand around your new name? Let’s collaborate!