How to Come Up with a Name for Your Small Business

Choosing the right name for your small business is one of the most important early decisions you’ll make. Your business name sets the tone for your brand, makes a first impression on potential customers, and can even affect your success in marketing and online visibility. But coming up with the perfect name isn’t always easy.

This guide will take you through the process of brainstorming, testing, and finalising a strong business name that will serve you well for years to come.

Understanding the Importance of a Business Name

Your business name is more than just a label—it’s the foundation of your brand identity. A strong name can:

• Make your business more memorable
• Convey what you do or what makes you different
• Build trust and credibility
• Help with marketing and SEO (search engine optimisation)
• Grow with your business over time

On the other hand, a weak or confusing name can create barriers to success, making it harder for customers to remember or find you.

Brainstorming Business Name Ideas

The first step in coming up with a name is generating a list of ideas. Here are some ways to get started:

Identify Your Business’s Core Values

Think about what your business stands for and what message you want to communicate. Are you modern and cutting-edge? Traditional and reliable? Fun and quirky? The words you choose should reflect these qualities.

Consider Your Products or Services

Does your business name need to explain what you do? Some companies use descriptive names, like “Smith’s Plumbing” or “Fresh Bakes Bakery,” while others prefer something more abstract, like “Apple” or “Nike.”

Use Word Association

Start with a key word related to your business and make a list of all the words that come to mind. For example, if you’re opening a coffee shop, you might write down words like “brew,” “bean,” “roast,” “steam,” and “morning.”

Experiment with Name Styles

There are many different approaches to naming a business:

• Descriptive names: Clearly describe what you do (e.g., “Budget Car Rentals”)
• Invented names: Made-up words that sound unique (e.g., “Kodak”)
• Acronyms: Shortened versions of longer names (e.g., “BBC” for British Broadcasting Corporation)
• Compound words: Blending two words together (e.g., “Facebook”)
• Metaphorical names: Inspired by unrelated concepts that create strong imagery (e.g., “Amazon” for a vast selection of products)

Play with Language

Try different linguistic techniques to create a catchy name:

• Alliteration: Using similar sounds (e.g., “Crispy Crunch”)
• Rhyming: Names that sound musical (e.g., “FitBit”)
• Foreign words: Translating key concepts into another language
• Wordplay and puns: Creative twists on common phrases (e.g., “Hair We Go” for a salon)

Checking the Availability of Your Business Name

Once you’ve come up with a shortlist of names, you need to check their availability to avoid legal or branding issues.

Domain Name Availability

Even if you don’t plan to launch a website straight away, securing a matching domain name is crucial. Check sites like GoDaddy or Namecheap to see if your desired domain is available. If your first choice isn’t free, consider variations like adding “UK” or “Ltd” (only if you are started a Limited Company as business names must not: include ‘limited’, ‘Ltd’, ‘limited liability partnership, ‘ LLP ‘, ‘public limited company’ or ‘plc’ : https://www.gov.uk/limited-company-formation/choose-company-name#:~:text=You%20can%20trade%20using%20a,limited%20company’%20or%20’plc’ ) to the name.

Social Media Handles

A strong online presence is essential for most businesses. Check platforms like Facebook, Instagram, X (Twitter), and LinkedIn to see if your chosen name is available.

Trademark Search

To avoid legal trouble, check if your business name is already trademarked. In the UK, you can search the Intellectual Property Office (IPO) database to see if the name is protected.

Companies House Search

If you plan to register as a limited company, check the Companies House register to ensure your name isn’t already taken by another business.

Testing Your Business Name

Before finalising your name, test it to make sure it resonates with people and will stand the test of time.

Say It Out Loud

Some names look great on paper but are hard to pronounce or spell. Say the name out loud to check if it flows naturally. Avoid names that sound confusing when spoken.

Get Feedback

Ask friends, family, or potential customers for their thoughts. Do they understand the name? Does it create the right impression? If people struggle to remember or spell it, consider refining your choice.

Imagine It in Different Formats

Visualise your business name on a sign, a business card, or a website. Does it still look strong? Would it fit well in a logo? Sometimes a name that sounds good might not be visually appealing.

Consider Future Growth

Your business may expand into new areas over time. Avoid names that are too limiting. For example, “London T-Shirts” might work if you only sell in London, but it could be restrictive if you later want to sell nationwide.

Common Naming Mistakes to Avoid

Even the best business ideas can suffer from a bad name. Here are some common mistakes to watch out for:

Being Too Generic

Names like “Best Carpets” or “Quality Foods” are so generic that they won’t stand out. Aim for something more distinctive.

Overcomplicating It

A name that’s too long or difficult to spell can be a problem. Keep it simple and easy to remember.

Ignoring Cultural Meanings

If you plan to operate internationally, check that your name doesn’t have unintended meanings in other languages. Some words can have negative or embarrassing connotations abroad.

Choosing a Trendy Name

Trendy names might seem appealing now, but they can quickly become outdated. Go for something timeless rather than jumping on a passing trend.

Copying Another Business

Avoid names that are too similar to competitors, as this can confuse customers and lead to legal trouble.

Finalising Your Business Name

Once you’ve settled on a name that checks all the boxes, take the final steps to secure it.

Register the Name

• If you’re starting a limited company, register with Companies House.
• If you’re a sole trader, you don’t need to register the name officially, but you should check for trademarks.

Secure the Domain and Social Media Handles

Even if you’re not ready to build a website, buy the domain name and set up social media accounts to prevent others from taking them.

Design Your Branding

With your name in place, you can start working on your logo, colour scheme, and overall brand identity. A professional design will help make your name more memorable.

Conclusion

Choosing a business name is a crucial step in building your brand, and it deserves time and careful thought. A good name should be unique, easy to remember, and reflective of what your business stands for. By brainstorming creatively, checking availability, and testing your options, you can find a name that sets you up for long-term success.

Now that you know how to come up with a great business name, it’s time to start brainstorming and make your business vision a reality.