How to come up with a business name

Published Tuesday 19 May 2026

Table of contents

• What is a business name?
• What makes a good business name?
• Common types of business names
• How to come up with a business name: 8 steps
• How to register a business name in Canada
• Should you register a trademark?
• Get your business finances sorted with Xero
• FAQs on choosing a business name

Key takeaways

• Your business name is one of the first things customers notice, so it should be memorable, easy to spell, and reflective of what your brand stands for.
• Before you commit to a name, check the Canadian Business Registry and the Canadian Trademarks Database to make sure it's available.
• Creative techniques like wordplay, compound words, and business name generators can help you brainstorm options you might not have considered on your own.
• Once you've chosen a name, registering it and considering trademark protection are important steps to safeguard your brand identity.

What is a business name?

A business name is the official title your company operates under, and it's often the very first impression a customer has of your brand. It appears on everything from your website and invoices to your storefront signage and social media profiles.

Choosing the right name matters because it directly affects how people recognize and remember your business. A strong name builds trust, sets you apart from competitors, and makes it easier for customers to find you online.

In Canada, your business name may also need to meet specific legal requirements depending on your province or territory and the type of business structure you choose. Getting it right from the start saves time, money, and potential headaches down the road.

What makes a good business name?

A good business name is one that's easy to remember, simple to spell, and clearly connected to what your brand represents. It should feel natural when spoken aloud and look clean in a URL or email address.

Here are the key qualities to aim for:

• Memorable: it sticks in people's minds after hearing it once or twice
• Distinctive: it stands out from competitors in your industry
• Easy to spell and pronounce: customers shouldn't have to guess how to type it into a search bar
• Future-proof: it doesn't box you in if your business grows or pivots into new areas
• Available: the domain name, social media handles, and legal registration are all open
• Reflective of your brand: it gives people a sense of who you are and what you do

Common types of business names

There's no single formula for naming a business. The right style depends on your industry, your audience, and the impression you want to make. Here are six common approaches to consider.

• Personal name: using your own name is popular among sole proprietors, consultants, and professional service providers. In Canada, if you're a sole proprietor operating under your legal name, you may not even need to register a separate business name.
• Descriptive name: these names tell customers exactly what you do, for example, General Motors or Canadian Tire. They're straightforward and easy to understand, though they can feel limiting over time.
• Geographic name: names tied to a location can build local trust and identity, like Toronto Brewing or Vancouver Island Brewing. They work well when your location is a selling point.
• Abstract or invented name: made-up words like Spotify or Kodak are unique and highly trademarkable. They don't carry existing associations, which gives you full control over your brand story.
• Acronym: names like IKEA (Ingvar Kamprad Elmtaryd Agunnaryd) or IBM (International Business Machines) start as longer names and become shorthand over time. They work best when the full name is too long for everyday use.
• Compound word: combining two words into one creates something fresh and descriptive. Think of Airbnb (air mattress + bed and breakfast) or PayPal (pay + pal). These names are catchy and hint at what the business offers.

How to come up with a business name: 8 steps

Coming up with the right name takes a mix of creativity, research, and practical checks. Follow these eight steps to find a name that fits your brand and is ready to register.

1. Define your brand identity

Before you start brainstorming names, get clear on what your business stands for. Write down your origin story, what makes you different from competitors, and the values that drive your work.

Think about your target customers: who are they, what do they care about, and how do you want them to feel when they hear your name? This foundation will guide every naming decision you make and help you filter out options that don't fit.

2. Brainstorm name ideas

Set aside dedicated time to generate as many ideas as possible without judging them. Create a mood board with words, images, and feelings that represent your brand. Use a thesaurus to explore synonyms and related concepts.

Draw on cultural touchpoints, local references, or personal stories that connect to your business. Invite trusted friends or colleagues to join a brainstorming session, as fresh perspectives often spark unexpected ideas. If you're still exploring what kind of business to start, check out these startup business ideas for inspiration.

3. Use wordplay and creative techniques

Wordplay can turn an ordinary name into something memorable. Try combining two words into a compound name, like Airbnb or PayPal, to create something new that hints at what you offer.

Acronyms work well when a longer name needs a punchy shorthand, like IBM or IKEA. Alliteration makes names catchy and fun to say, like Krispy Kreme. You could also invent a word entirely, like Xero did, or use an intentional misspelling to stand out in search results.

4. Try a business name generator

If you're feeling stuck, online business name generators can help kickstart your thinking. Tools from Wix, Shopify, and Looka let you enter keywords and instantly receive dozens of suggestions.

You can also use SEO keyword research tools like Google Keyword Planner, Ahrefs, or Semrush to discover what terms your potential customers are searching for. These insights can inspire name ideas that align with how people actually look for businesses like yours.

5. Get feedback from others

Once you've narrowed your list, share your top choices with trusted friends, family members, and colleagues. Ask them which name they'd remember a day later and which one they'd be most likely to click on in a search result.

Pay attention to first impressions, as they're hard to change once your business is live. It's also worth running your shortlisted names through a language translator to make sure they don't carry unintended meanings in other languages, especially if you plan to serve diverse communities or expand internationally.

6. Check name availability

Before you fall in love with a name, make sure it's actually available. Search the Canadian Business Registry to see if another company is already using it.

Next, check whether the matching domain name is available using a registrar like GoDaddy. Search major social media platforms to confirm the handles you'd want are open too. Taking care of these checks early prevents costly rebranding later. For a full rundown of what else to sort out, review this starting a business checklist.

7. Check for trademark conflicts

Even if a business name isn't registered in your province, another company could hold a trademark on it. Search the Canadian Trademarks Database to check for existing trademarks that might conflict with your chosen name.

This step is especially important if you plan to operate across provincial borders or sell online to customers nationwide. If you want to learn more about the process, read this guide on how to trade mark a name.

8. Test and finalize your choice

Before making it official, put your top name through a few real-world tests. Visualize it as a logo, a website URL, and an email address. Does it look professional and clean in each format?

Say it aloud several times. Does it sound clear and confident, or does it feel awkward? Share it with a few more people for a final gut check. Then sleep on it for at least 24 hours before committing. A little distance helps you see your choice with fresh eyes.

How to register a business name in Canada

If you're a sole proprietor operating under your own legal name, you generally don't need to register a business name. But if you want to use a different name, or if you're incorporating, you'll need to go through the registration process.

In Canada, you can register your business name as either a legal corporate name or a trade name (also called a "doing business as" name). The Government of Canada's naming guide walks you through the options and requirements for federal incorporation.

If you're incorporating federally under the Canada Business Corporations Act (CBCA), the Canada Not-for-profit Corporations Act, or the Canada Cooperatives Act, your name must meet specific naming requirements set by Corporations Canada. These include rules about distinctiveness, prohibited terms, and required suffixes like Ltd., Inc., or Corp.

Registration fees and processes vary by province and territory, so it's worth factoring these into your startup business costs early on.

Should you register a trademark?

Registering a trademark gives you exclusive legal rights to your business name across Canada. It protects your brand identity and prevents other businesses from using a confusingly similar name in your industry.

You can search the Canadian Trademarks Database to see what's already registered. While it's possible to file a trademark application yourself, the process involves specific legal requirements that can be tricky to navigate.

Consulting a trademark lawyer or registered agent is a smart move, especially if your business operates in multiple provinces or you're planning to expand. A legal professional can help you avoid pitfalls and make sure your application is solid from the start.

Get your business finances sorted with Xero

Choosing your business name is just one piece of the puzzle. From registering your company to managing cash flow and staying on top of taxes, there's a lot to sort out when you're getting started.

Xero's accounting software helps Canadian small business owners stay organized, automate bookkeeping, and keep their finances in order from day one. Whether you're launching a side hustle or ready to start a business from home, Xero makes it easier to focus on growing your business instead of wrestling with spreadsheets. Get one month free.

FAQs on choosing a business name

Here are answers to frequently asked questions about choosing a business name.

What makes a strong business name?

A quick test: if someone hears your name once, can they spell it correctly and find you online? The strongest names pass that test while also leaving room for your business to grow into new products or markets.

How do I check if a business name is taken in Canada?

Search the Canadian Business Registry, the Canadian Trademarks Database, and your preferred domain registrar. Checking all three at once saves you from discovering a conflict after you've already started building your brand.

Should I use my own name for my business?

It works well when your personal reputation is central to the service, and in Canada it can simplify registration. The trade-off is that a personal name is harder to sell or rebrand later if the business outgrows you.

When should I trademark my business name?

Consider it once you're committed to the name long term, especially if you plan to sell across provincial borders or online. A registered trademark is your strongest legal tool for stopping others from using a confusingly similar name.

Can I use a business name generator?

Yes, they're a useful way to break through creative blocks and discover combinations you wouldn't think of on your own. Treat the results as a starting point, then refine your favourites through the availability and feedback steps outlined above.