How To Name Your Business
Shakespeare once asked “what’s in a name?” and claimed that “a rose by any other name would smell just as sweet”…
But he then went on to write about how two people’s last names caused three tragic deaths. So there might actually be a lot more in a name than he originally mused.
It’s definitely the case for your business. The name you choose for your business can be one of the deciding factors that determines if your journey will be a tragic one or not.
But it can also be a part of writing your happiest ending — a strong name sends a strong message, and helps push you that much closer to your business goals.
Choosing a business name should be one of the biggest early decisions you make about your business. And if that’s where you are right now, you might also be asking yourself “well, what IS in a name?”
Well, here are our top considerations for choosing a business name that will help your business grow. Let’s go!
1. Simple to spell
Make your business name accessibly simple to say and spell.
You don’t want potential customers struggling to find your business online, or to tag you when they want to share your business on social media.
You can do this by picking relatively shorter words to use in the name, and also by avoiding alternate spellings.
2. Pick a general name
If you want your business to grow, then you should leave a bit of wiggle room with your name.
If your business name is too specific, like “Belleville Green Bookmarks”, what will happen when you expand to include other cities, or other colours, or other products even?
Pick a name that suits your brand and mission, and not one that only describes your current offer.
3. Google it first
While “The Bee’s Knees” might be a great name for your homemade honey store, chances are someone has already thought of any obvious business names.
So do a thorough search online and see who may be using your potential business name — and how it’s being used. You may find out that the word or phrase you want to use has ulterior meanings you weren’t aware of.
If your desired name is in use, that doesn’t necessarily mean you cannot also use it. But it will take a lot more consideration.
4. Use the .com extension
When you represent your business name online, “.com” is the most trusted domain extension. “.ca” is a close second for Canadian businesses.
Choosing something like “.net, .org, .biz, etc.” can weaken your customer’s trust in your brand.
Check that the domain you want is available, too. If it’s currently owned, find out what it would cost to acquire it.
5. It should mean something
There are many examples of successful businesses with names that are essentially gibberish: Yahoo, Zippo, Google.
But for most businesses, a name that has obvious connotations about what you do is a better idea. Something like “Pat’s Pets” let’s your audience know exactly what you do, without losing the nice ring to it.
6. Ensure it is legally distinct
Similar to looking up your potential name in advance to see who’s using it, you’ll also want to ensure that your business will be the only one with the name as a legal trademark.
By consulting your city or provincial records, you should be able to confirm that no one is doing business as the name you’ve settled on.
It should also be distinct enough that it does not appear that you are infringing on anyone else’s trademark. For instance, if you want to start a business selling computers called “Aple” and have a fruit for a logo, you might be headed down a path towards a legal nightmare.
7. Make it catchy
The same tricks that work for poetry and prose can work for a good business name!
Alliteration and assonance are alright! Rhyme and rhythm make it easy to remember!
Make sure it’s an earworm that you, your staff, and your customers will enjoy saying more and more over time, and not something that’s just going to sour with age.
8. Get friendly feedback
Make a list of names and run them by friends and colleagues to get their advice.
Want a really good trick to get feedback? Tell them the list of your top ten names and ask for their feedback.
Ignore their initial feedback, wait 24-48 hours, and then just ask them which one they remember. It’ll be the most honest feedback they could give!
9. Make sure it works spoken or written
A name can sound pretty, but look complicated on paper (like “phlegm”).
But it can also look nice on a page, but cause confusion about how to say it (like “anemone”).
Make sure it’s a word that looks nice AND sounds nice, with no confusion.
10. Use online tools
There are a bunch of online business name generators that can help you brainstorm.
You can look for ones that go by keywords, or generate them from scratch. And some tools will even suggest logos and placements!
Go google “business name generator” now and see what you might have missed!
11. It should make you happy
You are the one who will have to live with your business, and your business will be a reflection of you in every aspect.
So if YOU are not happy with the name, then you will not be happy with every aspect of your brand, and that’s bad for business.
You should feel comfortable, and encouraged by your business name. It should be a mark of pride, not a black spot on your reputation.
So take the time to choose the right business name. And with these tips at your disposal, you’re sure to pick a name worth talking about!
Belleville Office
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Phone: 613-966-9069
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