Naming a business is hard. There are a lot of things to consider, and the pressure of getting it right…it’s almost unbearable. As a creative business owner, you want something catchy but not cheesy, original but not confusing, and memorable without sounding like you tried too hard. 

Oh, and it also needs to stand out, build trust, and make people instantly get what you do. 

No pressure, right? 🤯🤯🤯

It makes sense why we obsess over this decision. Your business name is your first impression and you don’t want to screw up. After all, the hope is that your name will spread like wildfire as people rave about you to their friends.

Struggling to Name Your Business? Try These Creative Approaches.

You and I both know that you don’t want to be explaining or apologizing for a bad business name five years from now.  That would stink. So, I’m here to help you with some creative ways to generate a name for your small business. 

The “Secret Sauce” for a Strong Business Name

Let’s break down how to make this whole naming process feel a little more manageable. I’ve got a few ingredients to keep in mind as you start brainstorming. Come back to these as you begin narrowing your list because this is a process, my biz friend.

Differentiated & Unique

I might be stating the obvious here, but it must be said. Your name needs to stand out, not blend in. This is why this whole creative process is so important.

Before you fall in love with a name, do a little research on your competitors. 

You don’t want to be the third business in town with “Blue Sky” in the name, even if they are in a different industry. Your audience will feel how generic that name is if they already associate it with another business. Plus, they might mix you up with them, and you’ll have to work twice as hard to stand out.

It also helps to avoid names that feel generic, corporate, or overdone. Ya know, the ones that sound like they were pulled from the “Business Name Generator 101” list?

Cliche/overused business names to think twice about:

• Next Level Fitness: Next level to what?
• First Choice Consulting: If you have to say it, is it actually true?
• Royal Solutions: Are you really serving royalty? What solutions are you offering?
• Johnson & Associates: Is this a marketing firm, a consulting agency, or a law firm? Does it tell anyone what you do?

Instead, aim for something fresh, distinct, and true to your brand.

Easy to Say, Spell & Remember

If people can’t say it, spell it, or remember it, they definitely will not be recommending it to anyone else. 

True fact: simple names stick! 

Try this: Say your business name out loud. Try saying the name and introducing your brand to a friend. How does it sound when you say it? Does it feel forced? 

Sticking to around 5-7 syllables as you brainstorm is a good rule of thumb. Too many consonants or complex words can trip people up.

Aligns with the Brand You Envision

Your business name should feel like you. It should match your mission, values, and overall brand personality. A strong and strategic brand creates an emotional connection between you and your audience, which can be instantly felt.

Ask Yourself:

• If your brand personality is bold and energetic, does your name reflect that?
• If your business is about trust and professionalism, does it sound credible?
• If you're a fun and quirky brand, is your name packed with personality?

Scalable & Stands the Test of Time

It’s tempting to name your business based on how it looks and feels today, but your brand will likely evolve. A name that’s too specific or limiting can cause trouble later. Picture your business 10 years from now. Do you still love the name? Does it make sense?

A future-proof name gives your business room to grow while still making sense right now.

Popular Business Naming Strategies

Coming up with the perfect business name can be a mix of creativity, strategy, and a little bit of luck. Here are a few different types of business names you could explore to get the creative juices flowing.

Descriptive & Literal

A descriptive and literal name instantly communicates what you offer and what your business does. 

Zero guesswork is required. 

It’s straightforward, clear, leaves no question in a person’s mind about what you do, and is easy to remember.

Examples of Descriptive & Literal Names

Sunnyside Bakery:  A bakery specializing in breakfast pastries - clear and inviting.
Elite Auto Repair: Communicates quality and service in three words.
CultureBuild:  A business consultant who helps shape and strengthen business culture.

〰️ Strategy Tip:  If you end up going with a literal name, consider adding a unique touch to make it more memorable. For example, Gold Spoon Gelato works for a luxurious twist on a typical ice cream shop. Wild Mane Salon works for a bold/edgy hair stylist.

Invented or Blended Words

Some of the most iconic brands out there aren’t actual real words. Think Google, Verizon, Spotify. Instead of using a straight-up descriptive name, you can get creative by blending words, tweaking spellings or just plain making something up.

Creative mashups of words can set your business apart, make it memorable, and it can be easier to trademark.

Examples of Invented or Blended Words

Netflix: blend of “internet” & “flicks”
Shopify: blend of “shop” & “simplify”
Groupon:  blend of “group” & “coupon”
Lululemon: Just a fun made-up word

〰️ Strategy Tip:  Don’t overcomplicate. If it doesn’t roll off your tongue or requires too much time or explanation for someone to “get it,” it’s likely not the right fit.

Personification & Character-Driven Names

Sometimes, a name isn’t just a name. It’s a character with a story. 

Personification and character-driven names bring so much life and personality to a brand, product, or even an inanimate object (like a Volkswagen bus). These names make things feel familiar, nostalgic, and full of charm.

Examples of Personification & Character-Driven Names

Mailchimp:  Uses a monkey mascot to make email marketing friendly and fun
Siri:  Personified as a voice assistant with a name that sounds like a human
Dahlia Darling:  A Volkswagen bus with playful vintage charm (CHECK OUT THIS BRAND HERE)

〰️ Strategy Tip:  If you’re using personification, lean into it. Personification works best when you want a brand that feels alive, relatable, and fun. 

Geographical/Location-Based

A geographic business name ties your brand to a specific place, making it locally centric to the culture and history.

So, if you want your business to scream, “We’re local and proud of it,” these names can anchor your brand, making it instantly recognizable in your community and building big-time trust with the locals. 

Examples of Geographical or Location-Based Names

Iowa Taproom:  A brewpub with Iowa-sourced beer and food
Ames Chiropractic:  Chiropractic care for residents of Ames, Iowa
Heart of Iowa Marketplace:  Gift shop featuring Iowa-made products and gift baskets.
Ames Bottle & Can: Do I need to explain this? 😆 Bottle and Can Redemption in Ames, Iowa. (CHECK OUT THIS BRAND HERE)

〰️ Strategy Tip:  Geographical names are a great option for certain businesses. Just make sure you are thinking ahead before you make that decision. If you think you might expand later, consider a name that hints more to a region and not a specific city.

Metaphorical or Symbolic Names

Names with underlying meanings can spark curiosity, which is exactly the kind of intrigue you want from your ideal client. 

A metaphorical or symbolic name may tell a deeper story that evokes emotions and imagery.

Examples of Metaphorical or Symbolic Names

Nike:  Greek Goddess of Victory, perfect for an athletic brand
Amazon:  Symbolizes big, bold and ever-expanding, just like the business
Newpoint Law Firm:  Symbolizes a fresh start to help clients move forward in the right direction with a clear-pointed focus (CHECK OUT THIS BRAND HERE)
Tuneful Journey:  Represents music, harmony and progress in growth and learning (CHECK OUT THIS BRAND HERE)

〰️ Strategy Tip:  When using metaphorical or symbolic names, align them with your brand’s mission and personality so the name tells a story about your brand. Does it inspire action or transformation or trust?

Founder-Based Names

Sometimes, the business name is the one you already have. 

Yes, I’m talking about naming your business after your very own name. 

Using your own name can make your business feel authentic and trustworthy. As long as you don’t plan on stepping away anytime soon (or rebranding later), it’s a great option.

Examples of Founder-Based Names

Ford Motor Company:  Named after Henry Ford and still going strong
Joanna Gaines Interiors:  Interior design firm with the iconic TV star
Virtually Brady: Virtual assistant for small businesses (CHECK OUT HER BRAND HERE)

〰️ Strategy Tip:  If you have a complicated or long name, consider shortening it to something more digestible, like your first name if you have a long last name or a nickname if your first name isn’t your favorite. If you want to grow, consider adding “& Co.” at the end of the name.

Creative Brainstorming Techniques

Mind Mapping

Grab a notebook, a whiteboard, or a voice recorder on your phone and head to your favorite coffee shop. Start with one core word that represents your business, and then let your mind start to wander. Write down LITERALLY every word that comes to your mind.  Don’t overthink this step. There are no wrong answers.

Build a Word Bank

Narrowing down your favorite words from a long list or from your mind-mapping exercise can help you start to shape the feel of your brand. From those words, look up synonyms with a thesaurus. Find the definitions of your favorite words. 

Trust me! Sometimes, a deeper meaning of a word can spark more ideas. You could even explore cultural associations like movies, books, or songs that connect with these words to see if they connect with the vibe you are going for or trigger more ideas.

Leverage Online Tools

If you’re feeling stuck, technology is your friend. A few free basic name-generation tools can be really helpful for inspiration in the beginning stages of the naming process.

Try these AI and business name generator tools to help get you started.

Namelix uses AI to generate modern (and even typeset/logoed) names.

Namesnack spits out both names and domain availability so you don’t get too attached to a business name without making sure it also has a domain associated with it.
ChatGPT allows you to prompt it with as much information about your business as possible first, then you can ask it to provide you with a list of 20 business names. Continue prompting after the answers it provides to refine your list. 

If you like having a lot of options, these tools spit out a bunch of words in a matter of seconds, so you’ll want to personalize it to fit your brand’s identity and long-term vision. 

Step Away & Take a Break

Sometimes, the best thing you can do for your brainstorming session is … walk away from it.  Seriously!

After spending hours staring at words, it can easily make you feel stuck. That’s why stepping away for an hour or even a whole day can help clear your mind and allow ideas to surface naturally. 

Some of your best ideas could pop up in the shower, while driving, or my favorite, right before bed. Be ready to capture them with a notebook voice note or text yourself in the moment.

Check Availability & Legal Stuff

You’ve brainstormed, tested, and fallen in love with your business name—but don’t forget to make sure it's  legally yours before you slap it on business cards and websites.

Hold your naming list loosely until you complete this step. There are so many businesses and registered names.

Domain & Social Media Handles

To check online availability, try these tools.

Namechk.com checks domain and social media handles in one go.
Namecheap.com helps you find out if your preferred .com is available.
Look up @YourBrandName on the social platforms you want to use to confirm availability. Don't force weird spellings if your exact name isn’t available. If @newpoint isn’t available, just try adding a relevant word like @newpointlaw instead.

Business Registration & Trademarks

If you’re serious about protecting your brand, check for trademarks before you commit:

Your State’s Business Registry:  See if the name is taken locally.
U.S. Patent & Trademark Office: Search for existing trademarks at USPTO.gov.
Hire a Trademark Attorney: If you want long-term protection, consider legal help. Indie Law  and Influencer Legal are both trademark lawyers.

Finalizing Your Business Name

You’ve brainstormed, tested, and fallen into the internet rabbit hole (we’ve all been there).

Now you’ve got a good list of name contenders you love. 

So, how do you make the final call and confidently launch your brand into the world? 

Here are some pointers to help you make that final decision.

Narrow Down Top 3-5 Contenders

By now, you should have a short list of business names that  feel unique and memorable, align with your brand values (remember that emotional connection!), have available domains and social handles and pass the “Say it Out Loud” test.

Before committing, see how your top choices look and feel in action.

Say it in a sentence. “Hi, I’m [Your Name] from [Your Business Name]. Does it work? Does it sound easy and not forced?

Type it out. How does it look in an email signature, website URL, or Instagram handle? 

Imagine it as a logo. Type it out in Canva and apply a typeface as a starting point. How could it look on a sign, a business card, or brand merchandise?

Trust your gut, and when you’ve found the perfect fit for your business, OWN IT! Success is just a matter of time. 

Make it Official

Once you’ve chosen the one, don’t wait to lock it in!

• Register Your Business Name with your state
• Snatch up that domain and those social handles ASAP!
• Consider trademarking if you plan to scale or want to protect your brand long-term.

Need Help with Naming and Branding? I’ve got you!

Feeling stuck on the naming? I can help!  If you’ve gone through all the brainstorming exercises and still feel like nothing is clicking, it’s OK. As I said, naming a business can be overwhelming when you’re so close to it. 

That’s why I offer business naming services as an add-on to my branding packages. If you need expert guidance, strategic and creative name ideas and someone to help you through the heavy lifting of launching your business brand, I’m here for you.

Your business name is the foundation of your brand, so let’s make sure it’s one you love! Book a free call  HERE  and let’s find a perfect name together.

Your designer friend always,