Business 101: How to Choose a Business Name

Choosing the perfect name for your business is one of the first—and most important—steps when starting a new venture. Your business name is more than just a label, it’s the foundation of your brand identity. It’ll set the tone for how customers perceive your business and could play a huge role in its success. 

But with millions of businesses online, finding a unique name that resonates with your audience and has an available domain is no small task. 

This guide will help you choose a unique business name, check domain availability, and even show you some of the best free business name generators to get your creativity flowing.

Why your business name matters 

Your business name isn’t just a title; it creates a first impression. It’s what customers will associate with your services, products, or values. Think of iconic names like Apple, Amazon, or Nike. Their names are simple, memorable, and tied closely to their brands. 

A strong business name helps with the following:

• Brand Recognition: A unique name makes your business stand out in a crowded market.

• Trust and Credibility: A professional name builds trust and shows potential customers you're the real deal.

• Digital Presence: The right name ensures you can secure a matching domain and social media handles, which is crucial for online visibility.

That’s why a generic or poorly chosen name could hinder your business before you’ve even launched. 

Steps to Choosing a Unique Business Name 

Here’s a simple process you can follow to select a name that reflects your brand and stands out in the market. 

Step 1: Define your brand 

Before brainstorming, think about what your business stands for. Consider the following questions:

• What are your business values?

• What emotions do you want your name to evoke?

• Who’s your target audience?

For example, if you’re opening a modern bakery, you’ll want a name that feels fresh, creative, and maybe a little nostalgic. 

Step 2: Brainstorm keywords 

Start by listing out keywords related to your business. Think of words that:

• Describe your product or service

• Relate to your industry

• Highlight customer benefits

For instance, if you’re launching a fitness app, your list might include words like “fit”, “better”, “move”, or “level up”. Don’t be afraid to explore synonyms or metaphors, too! 

Step 3: Keep it simple and memorable 

Some of the best business names are short, clean, and easy to say. While it might be tempting to choose something clever, overly complicated names can be hard to spell or remember (not ideal for customers trying to Google you). 

For example, instead of “Exclusive Fitness National Performance Systems”, try something simple like “Elite Fit”. 

Step 4: Use a business name generator 

Stuck for ideas? Try using a business name generator. These tools can help spark creativity and even show names that have an available domain. Here are a few favourites:

• Shopify’s Business Name Generator (free): Plug in a keyword, and Shopify will generate dozens of ideas.

• NameSnack (free): Combines AI with your keywords to create names tailored to your needs.

• BrandBucket (paid): Great for discovering premium, brandable names.

Remember, while these tools are helpful, they’re just the starting point. You’ll need to vet each option to ensure it suits your brand and is legally available. 

Step 5: Check availability 

Once you’ve narrowed down your options, check if your preferred name is available. Here’s how you can do it:

• Search for Trademarks: Use governmental databases, like the UK’s Intellectual Property Office, to ensure the name isn’t trademarked.

• Look for Existing Businesses: Google the name to check for competitors using something similar.

• Check Domain Availability: Use tools like GoDaddy, Namecheap, or Google Domains to see if the domain is free.

Pro Tip: Even if your exact match domain isn’t available (e.g., MyBusiness.com), you could try a variation like MyBusiness.co.uk or add a keyword, like MyBusinessOnline.com.

 Step 6: Test it out 

Before committing to a name, test it out on others. Ask friends, family, or potential customers what feelings or images come to mind when they hear it. A fresh perspective might reveal something you hadn’t considered. 

You can also create a mock logo or visualise how it looks in marketing materials to see if it truly aligns with your brand. 

Common mistakes to avoid 

Choosing a business name is exciting, but there are some pitfalls you’ll want to steer clear of:

• Being too trendy: Names based on current trends might feel outdated in a few years. Aim for something timeless.

• Limiting growth: Avoid names that box you into a single product or service.

• Using hard-to-spell words: If customers can’t spell or pronounce your name, they’re less likely to find you online.

• Ignoring SEO implications: Make sure your name isn’t competing with unrelated terms or widely used keywords.

Examples of great business names 

Looking for inspiration? Here are a few examples of well-crafted names and why they work:

• Slack (communication tool): Short and easy to remember, it instantly conveys a casual yet effective vibe.

• BrewDog (craft beer): Combines two strong, relatable words to create a memorable brand.

• Bird (electric scooters): Simple, clean, and aligned with the brand’s focus on freedom and mobility.

Tools and resources to support your choice 

Here are some additional tools to help during your naming process:

• Lean Domain Search (free): Helps you find domain names matching your keywords.

• Panabee (free): Checks domain availability and suggests alternatives.

• Gov.uk Trademark Search (free): To check for trademarks in the UK (use your own country’s database for local businesses).

Create a strong online presence 

Once you’ve secured your business name, it’s time to build an online presence. Here’s a quick checklist to get started:

• Buy your domain.

• Set up social media profiles with your name.

• Create a professional email address (e.g., hello@yourbusinessname.com).

• Launch a website featuring your products or services.

Your name is the first thing potential customers will encounter online. Make sure it’s memorable and professional. 

Take the next step 

Choosing a business name can feel daunting, but it doesn’t have to be. With a little creativity and the right tools, you’ll land on a name that perfectly encapsulates your brand. 

Feeling inspired? Head over to our blog for more guides and resources to help grow your business effectively.

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