Knowing how to choose a business name starts with one idea: the best name is easy to say, easy to remember and free for you to use.
How to choose a business name that fits your business
Your name appears on signs, invoices, websites and cards, so it is worth a little care. This article is general information, not legal advice. A short, clear name that hints at what you do usually works better than a clever one that needs explaining.
Start by listing what your business does, who it serves and how you want customers to feel. Then brainstorm words that connect to those ideas.
- Say what you do or who you serve
- Keep it short and easy to spell
- Avoid names that limit future growth
Test the name before you commit
Say the name aloud, spell it for a friend, and ask a few potential customers what they think it means. If people mishear it or cannot spell it, search will be harder for you. Check that a matching web address and social handle are available, since consistent names make you easier to find. This step is a core part of how to choose a business name.
- Say it aloud and spell it
- Ask potential customers
- Check domain and social handles
How to choose a business name that is legally available
Search your state business records to see whether the name is already registered. Then search for trademarks through the U.S. Patent and Trademark Office so you do not build a brand around a name someone else owns. A clear search is not a guarantee, so consider asking an attorney if the stakes are high. Our guide on legal basics for starting a business shows where naming fits. Every test you run improves how to choose a business name wisely.
- Search state business records
- Search trademarks
- Ask an attorney for important brand decisions
Register the name once you have chosen
If you operate under a name other than your own legal name, you may need to register it. Our guide on DBA versus LLC explains what a DBA does. An LLC or corporation registers its name when it is formed, and our guide on LLC versus sole proprietorship explains that choice. Then get an EIN, which our guide on getting an EIN covers, and open an account under the business name. Registration is the last stage in how to choose a business name.
- Register a DBA or form the entity
- Get an EIN
- Open a bank account in the business name
Common naming mistakes
Avoid names that are too close to a competitor, hard to spell, tied to one product you may drop, or stuffed with keywords that sound awkward. Avoid anything that implies a license or government connection you do not have. A name that causes confusion costs you customers. Avoiding these mistakes is how to choose a business name that lasts.
- Names too close to a competitor
- Names that are hard to say or spell
- Names that imply credentials you lack
Take your time and keep notes
Keep a short list, test it, and let it rest for a day or two before you decide. Write down the checks you ran and the dates, so you can show your reasoning later. Once you choose, use the name consistently everywhere. Patience is part of how to choose a business name well.
- Narrow to three finalists
- Run each through your checks
- Choose and use it consistently
Related reading on how to choose a business name
- Legal Basics for Starting a Business: A Checklist
- DBA vs LLC: What Each One Does
- LLC vs. Sole Proprietorship: Setting Up Your Business Opportunity Correctly
- How to Get an EIN for Your Business
- How to Open a Business Bank Account
- Business Licenses and Permits: A Starter Checklist
- USPTO trademark basics
- USA.gov guide to starting a business
- SBA guide to launching your business
- SCORE free business mentoring
