How to Name a Business: 7 Keys to Pick the Perfect Moniker

The best business names are catchy but also have a story and clear message behind them.
Benjamin PimentelApr 21, 2020

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Deciding what to call your business is a fun and exciting part of . But the process can also be a hard stop for business owners struggling to find the perfect balance of wit, relevance and personality.

Some people are lucky to have a name from the beginning that they're excited about, says Evan Horowitz, a small business growth expert. "But often times it can be paralyzing."

It doesn’t have to be. When deciding how to name your business, the key is to find a name that fits who you are and what your business is about. Obviously, you want a name that stands out — one that’s catchy, even quirky (Hi, Google.). But it's important to have a story and a clear message behind your small business name, says Ivana Taylor, CEO of Cleveland marketing company Third Force and founder of .

"Before you select a name for your business, before you run out and get business cards, before you spend a single cent or a single minute on any kind of advertising or promotional effort, invest your time and effort in crafting a killer marketing message," she says.

Taylor, whose company gives marketing advice to small businesses, offers these tips for coming up with a company name:

Just as crucial as a business name idea that fits the personality and goals of your small business is figuring out whether someone else is already using it. Here’s how to go about it.

Start with a basic web search.

When you incorporate your small business, you will need to check the registration process in your state, including the requirements for registering your business name. This process varies by state; the SBA website includes

The best way to check availability of the domain name based on your proposed company name is to check the sites of the better known as ICANN, which operates the or InterNIC.

You can register your domain name with a domain name registrar. There’s on the organization’s website.

It’s also smart to create accounts on various social media platforms, including Facebook, Twitter, LinkedIn and Instagram.

A critical step is finding out whether you can legally use a name for your company based on federal trademark laws. For this, the best resource is the . Its website includes of applying for a company trademark if the name you want is available.

This last point is the most important, especially if you want to steer clear of legal headaches. You’ve no doubt heard the horror stories of small businesses that found themselves mired in legal battles with corporate giants over naming rights.

If you find yourself really struggling to pick a name, you may not be stuck with it. Companies change their names all the time, Horowitz says.

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