How to come up with a strong business name that stands out

Published Friday 24 October 2025

Table of contents

• What is a business name?
• Should you use your personal name or create a brand name?
• Common types of business name
• How to come up with a good business name
• What restrictions are there on business names?
• Checking the availability of your business name
• Should you register a trademark?
• Setting up your business for success
• FAQs on business names

Key takeaways

• Conduct thorough legal verification by searching business registries, trademark databases, and domain availability across all platforms you plan to use before finalizing your business name choice.

• Balance memorability with clarity by choosing names that are easy to spell, pronounce, and remember while clearly differentiating your business from competitors in your industry.

• Prepare structured brainstorming sessions by defining your business values, target customers, and unique positioning, then use creative tools like thesauruses, name generators, and keyword research to generate quality options.

• Test potential names through market feedback and cultural review to ensure they resonate with your target audience and avoid unintended negative interpretations in relevant languages.

What is a business name?

A business name is your official company identifier that appears on all legal documents, marketing materials, and customer touchpoints. Your business name directly impacts customer discovery, brand recognition, and long-term business success.

When Shakespeare wrote "that which we call a rose, by any other word would smell as sweet," he wasn't trying to stand out in a competitive market. Your business name shapes how customers find you and remember you when they need your services.

Should you use your personal name or create a brand name?

One of the first decisions you'll make is whether to use your own name or create a unique brand name. Using your personal name can build trust and a strong personal brand, which is great for consultants, artists, and professionals. However, it can make the business harder to sell later and may raise privacy concerns.

A distinct brand name can be more memorable, scalable, and professional. It separates you from your business, making it an asset you can grow and one day sell. The right choice depends on your long-term vision. Think about how you want customers to connect with your business.

Common types of business name

Business name types fall into several categories, each serving different strategic purposes. Your choice depends on your business structure, industry, and growth plans. Here are some common types of business names:

• Personal names: Using your own name (for example, William Shakespeare) if you are a sole trader
• Structural suffixes: Adding required business indicators such as Inc or Corp based on your entity type
• Trade names: Registering one name legally (for example, Shakespeare Rose Growers Inc) while operating under another (for example, Sweet Roses)
• Descriptive names: Stating what you do (for example, Shakespeare's Rose Garden) or where you operate (for example, Shakespeare's Stratford Roses)
• Creative approaches: Using wordplay, compound words, or alliteration (for example, SweetScents of Stratford) to stand out in crowded markets

How to come up with a good business name

A good business name combines memorability, simplicity, and strategic positioning to drive customer recognition and business growth. The most effective names are easy to spell, pronounce, and remember. They also clearly differentiate your business from competitors.

What to consider when coming up with a business name

Business name evaluation criteria help you assess potential names systematically. Check your business name against these criteria:

• Legal availability: Confirming the name is not already registered or trademarked
• Industry differentiation: Avoiding names that are too similar to direct competitors
• Structural compliance: Matching your business entity requirements (such as LLC or Corp)
• Regulatory approval: Meeting local and federal naming regulations, which may include ongoing compliance. For example, SEC rules for investment funds include quarterly reviews and specific time frames – generally 90 days – for getting back into compliance if a fund's investments no longer match its name.
• Brand alignment: Reflect your company values and market positioning
• Competitive advantage: Stand out clearly from similar businesses
• Usability factors: Easy to remember, spell, pronounce, and type
• Digital readiness: Works well as logos, URLs, and email addresses
• Cultural sensitivity: Avoid potential misunderstandings or offensive interpretations
• Growth compatibility: Remains relevant as your business evolves

Consider the type of name that will best distinguish your business in the market. Do you want your business name to be more about what you do (eg, Rose Creations), or what your customers want from you (eg, Flower Sales)?

A name like Stratford Rose Sales will be more optimal for search but does not suggest anything special. It also limits your business to one product, so it is not future-proof. On the other hand, a business called A Rose By Any Other Name might appeal to customers looking for something special, but does not say exactly what it is.

The choice depends on your market, marketing strategy, and your long-term business plan. Search engines and social media are important, but if your business is more niche, you may want to reflect that in your business name.

Business name brainstorming

Business name brainstorming works best with structured preparation and creative collaboration. Set aside dedicated time and gather the right tools and people to generate quality name options. Here are some ways to prepare for a brainstorming session:

Preparation essentials: Scheduling two to three hours, gathering writing materials, and inviting creative collaborators

Creative tools: Using mood boards, images, quotes, or digital apps to stimulate ideas

Environment setup: Choosing a comfortable space with minimal distractions

Begin by defining your business. Write down the following:

• The "origin story" of your business
• What makes your business unique
• Your business and brand values
• Your customer demographics
• How you want your business and brand to be perceived
• How you describe your industry and your work

Write down some cultural touchpoints:

• Popular song, movie, or book titles, stories, myths, or other cultural names or ideas that relate to your business or your identity
• Names you like, such as family, friend, or pet names
• Other business, company, or brand names you like

Using these notes, let your imagination run free:

• Look up your words in a thesaurus or dictionary to find synonyms that might work better
• Use an AI-powered business name generator, such as WIX business name generator, Shopify business name generator, or Looka business name generator
• Try an SEO keyword research tool, such as Google Keyword Planner, Ahrefs Keywords Explorer, Moz Keyword Explorer, Twinword Ideas, or Semrush
• Study patterns of catchy and unique business names
• Use compound words, aiming for five syllables or fewer (for example, Airbnb, PayPal)
• Create acronyms that are easy to remember and say (for example, IBM, IKEA)
• Add alliteration or wordplay for fun (for example, Krispy Kreme)
• Make up a word or intentionally misspell one (for example, Xero)

Check your business names and get some feedback

Name validation involves three critical verification steps before making your final choice. Complete each step to avoid costly mistakes and ensure market readiness. Check your business name using these steps:

Legal verification: Searching business registries, trademark databases, and domain availability to confirm legal use

Cultural review: Checking name meanings in relevant languages and testing for unintended interpretations

Market testing: Surveying trusted contacts about memorability, appeal, and click-through likelihood for your target market

What restrictions are there on business names?

Business name restrictions are legal requirements that vary by jurisdiction but follow common principles to prevent confusion and misrepresentation. Understanding these rules helps you avoid rejected applications and legal issues. Here are some universal restrictions:

Universal restrictions include:

• Identity conflicts: Not duplicating existing registered names
• Misleading implications: Not suggesting false government, financial, or charitable affiliations. For example, to prevent misleading names in the financial industry, the SEC requires investment funds whose names suggest a certain focus to invest at least 80 percent of their assets in those specific investments.
• Offensive content: Not including obscene or culturally insensitive language
• Structural requirements: Including appropriate suffixes (such as Corp or LLC) based on business entity type
• Entity-specific rules:
• Sole traders: Operating under personal names without registration
• Partnerships and corporations: Requiring formal registration and liability indicators

In the US, there are four ways to register and protect your business name: entity name (registration of your name at state level), trademark (protection of your business name at a national level), DBA ("doing business as", otherwise known as your trade name, fictitious name, or assumed name, registered within the state, county, or city your business is located in), and domain name (if you have a website associated with your business).

Learn more at the US Small Business Administration (SBA) website.

Checking the availability of your business name

If you think you might expand into other global markets in the future, search those countries as well as the country where you are registering your business name. Check for domain names. Search on social media for businesses or individuals using the name.

You can use GoDaddy to check domains globally. Namechk can search for social media names across a few platforms. You can also manually search on the platforms you intend to use for your business.

In the US, there are a number of large databases you can search to see if any other entity has an existing claim to a business name you're considering. The United States Patent and Trademark Office (USPTO) contains the Trademark Electronic Search System (TESS) for searching trademarks. Use the ICANN Domain Name Registration Data Lookup to search for domain names. To search for registered business names, you'll need to go to the Secretary of State portal for the state that your business is located in.

Should you register a trademark?

Trademarks enable you to prevent others from mimicking your brand identity. If you're planning to dedicate substantial resources towards making your brand well known, a trademark may prove a valuable safeguard.

Understanding the legalities of trademarks can be complex, especially if you plan to expand into overseas markets and find a business there using a similar name. It's best to seek advice from a legal professional experienced in this area of law.

At the very least, use trademark registries and search engines to check that no one already has a trademark for your business name. This simple step can help you avoid future complications.

Setting up your business for success

Choosing the right name is a big first step. Once you have your name, set up your business with the right tools. Managing your finances from day one gives you the clarity to make smart decisions and focus on growth.

Xero makes bookkeeping simple, from invoicing to expense tracking, so you can run your business, not your books. Get one month free today.

FAQs on business names

Here are some common questions and answers small business owners may have when coming up with company names.

How do you come up with a company name that's not taken?

Combine brainstorming with thorough checks. Use online business name registries, trademark databases, and domain search tools. Also, search social media handles to ensure availability across all platforms you plan to use.

What business names should I avoid?

Choose names that are easy to spell and pronounce, distinct from competitors, and allow for future growth. Select names that have positive meanings in other languages and are unlikely to be misinterpreted.

How can I check if a company name is available in my state?

You can check for availability by searching your state's Secretary of State business entity database. Most states provide a free online search tool for this purpose, which helps you see if another business is already registered with that name.

Should I choose a descriptive name or something more creative?

A descriptive name clearly states what you do, which is great for search engines and immediate customer understanding. A creative name can be more memorable and unique but may require more marketing to build brand recognition. The best choice depends on your business goals and industry.

How long should a business name be?

Shorter names are usually better. Aim for a name that is one or two words and easy to remember. A concise name fits well on marketing materials, works as a domain name, and is simple for customers to recall and type.