How to name a business: 6 checks before you decide

3 min read

A name is the first thing a customer learns about a company, and one of the few decisions that is expensive to change later. Your sign, domain, social accounts, paperwork and packaging all depend on it. So it is worth choosing a name not because it "sounds nice" but by running it through a few clear checks.

Here is how to prepare for naming and six checks to run before you order a logo.

6 checks for a business name

Where to start

Before you brainstorm options, answer four questions:

  • what you sell and how you differ from competitors, in one sentence;
  • who your customers are and what language they speak;
  • what impression the name should leave: reliability, speed, care, boldness;
  • where you will operate: in one country or worldwide.

These answers are your naming brief. Without one, the options will be random and the choice will come down to taste.

Types of names

  • Descriptive names say exactly what the company does: "Fast Delivery", "Tile World". They are clear right away but hard to protect and easy to confuse with competitors.
  • Suggestive names hint at the essence through an image: "Falcon", "Beacon". They are more memorable and leave room to grow.
  • Invented words mean nothing until the brand gives them meaning. They are easier to register and to find a free domain for, but building recognition takes longer.

No type is better than the others: the choice depends on your marketing budget and on how far the business may expand.

6 checks before you decide

1. Pronunciation and spelling

Say the name out loud and ask someone to write it down. If people spell it in different ways, customers will search for it with typos and not find you.

2. Length and memorability

Short names of two or three syllables are easier to remember. A good test: tell a friend one option and ask a day later whether they still remember it.

3. Meaning in other languages

Check how the word sounds and what it means in the languages of your future markets. An unfortunate association in another country can cost you a rebrand.

4. An available domain

See whether the .com domain and your country's domain are free. If the exact match is taken, short prefixes like get- or suffixes like -app are acceptable, but it is better when you do not need them.

5. Social media handles

The same handle on every social network makes you easier to find. Check it early: a taken handle on your main network is a serious reason to keep looking.

6. Trademarks

Search for the name in your country's trademark database and in the international WIPO database. A match with a registered trademark in your field can lead to a legal claim. Before you register, a trademark attorney will give you the final answer.

How to choose from the list

Make a shortlist of 3–5 options that passed every check. Then show them to a few people from your target audience and ask not "do you like it" but "what do you think this company does". The name that brings up the right association is usually the best choice.

In short

A good name is clear when spoken, easy to spell, available as a domain and does not clash with other trademarks. If you want a wide choice of options, order naming: packages include 10 to 50 names, slogans and a domain check. Payment is released only after you approve the work.