How to name a business: a 9-step guide

Naming is one of the first decisions you make and one of the hardest to reverse. This guide walks through a process used by small businesses and startups alike.

1. Define what the name must do

Write down your audience, your promise and the feeling you want customers to have. A law firm and a toy brand need very different names.

2. Choose a naming approach

Descriptive names (Bike Shop Leeds) explain the offer. Invented names (Spotify) are unique but need marketing. Blended names combine two ideas. Evocative names borrow from nature or myth. Pick the approach that matches your budget and ambition.

3. Brainstorm in volume

Collect 50 to 100 candidates before judging any. Use our generator with several keywords and styles to spark options you would not have written yourself.

4. Keep it short and pronounceable

Short names are easier to remember, fit on mobile screens and are simpler to type. Avoid unusual spellings that customers will get wrong.

5. Run the radio test

Say the name aloud to five people and ask them to write it down. Every spelling variation is friction you will pay for later.

6. Check the domain and handles

A .com is still the safest choice, but .co, .io and country domains can work. Check that Instagram, X, TikTok and YouTube handles match.

7. Search trademarks

Search your national trademark office and general web results. Avoid names close to existing brands in your industry.

8. Think about growth

A name like "Best Pizza Downtown" is limiting if you expand. Leave room to add products or new locations.

9. Test, then commit

Shortlist three names, ask your target customers which feels most trustworthy and memorable, and then register the domain and business immediately.

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