Business Naming Tips: How to Pick a Name That Works for Your Brand

If you’re in the early stages of your business – or dreaming about a rebrand – choosing the right name can feel like trying to name your dog, your cat, or your child. 

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Your brand name is often the very first introduction people have to your business. It sets the tone before your logo, your colors, or even your website ever do. So before you commit, it’s worth doing a little homework.

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Your brand name is the foundation of how people will remember, talk about, and search for you.

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If I were to completely start my business over tomorrow and had a name in mind, the top three things I would do are:

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1. Google it.

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A quick search will tell you who else is using the name (and what kinds of companies you’d be sharing it with). If someone in your industry has it, or if there are a lot of businesses with a similar name, keep brainstorming. You’ll make it 100x harder for potential clients to find you if you don’t.

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2. Check your state’s business registry.

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In Illinois, you can use this tool to make sure your name isn’t already taken. Other states have similar databases – you just have to search for them. The Illinois Business Entity Search is a quick search that can save you a ton of headaches before filing your LLC or Corporation, because it allows you to type in a business name and see who has already legally registered the same or a similar name.

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One of my clients knew ages ago that they always wanted to create their own educational materials for sewing kits, so they grabbed up every single version of their domain name so no one else could take it. I’m talking the .com, .net, .org, .co, etc. versions that no one ever expects to have.

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3. Stalk social media.

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Use those search features to your advantage to see if your handle is available. If it is, check whether other accounts use similar names. One other account might be fine, but lots of similar ones will confuse anyone trying to find you. 

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Even if your exact handle isn’t available, think creatively about variations that are still clear and consistent. Avoid adding a string of numbers or underscores that make your brand hard to find. Nothing says “sketch” faster than a handle that looks like @toasted_buns_bak3ry529

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Think Strategically So Your Name Works Beyond the First Impression:

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Once you’ve cleared the legal and logistical boxes, step back and ask yourself:

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• Is this name easy to remember and pronounce?
• Does it hold significance in my story or mission?
• Does it reflect what I actually do? Would someone understand my business from the name alone?

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Here’s where the strategy gets a little deeper.

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The way you gather information depends on whether you’re renaming an existing business or starting fresh:

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If you’ve been in business for a while:

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• Talk to clients you’ve worked with and ask how they describe your work in their own words.
• Review testimonials or feedback you’ve collected. Do certain words or phrases keep coming up?
• Consider small focus groups or informal surveys. Sometimes the best insights come from the people who already know and love your work.

If you’re just starting out:

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• Begin by listing out words, themes, or ideas that are meaningful to you. This could be tied to your story, your values, or the problem you’re solving.
  
• Think about the benefit or solution your business provides. What do you want people to feel, understand, or experience when they see your name?
• Combine your personal inspiration with clarity for your audience. A name that resonates with you but also communicates your purpose will serve you for years to come.

Pro Tip:

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Don’t underestimate the power of reflection here. Sometimes the perfect name comes after spending a few hours journaling your values, your story, and the transformation you want to provide.

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The Bottom Line: Don’t rush it

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The best names are intentional, not accidental. A thoughtful, strategic approach ensures your name is pretty and purposeful.

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Take the time to make sure yours stands out, resonates, and holds up for years to come. Whether you’re starting fresh or rebranding, use research, reflection, and strategy to create a name that works as hard as you do.

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Need a Little Extra Clarity?

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Sometimes the perfect name doesn’t come from a checklist or a Google search – it comes from a conversation. That’s where a Vision Consultation can make all the difference.

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In a session, we can dive into your story, your values, and the transformation you want to provide. Together, we explore words, ideas, and naming directions that feel authentic to you and strategically strong for your brand. If you’re feeling stuck, or just want some expert guidance as you craft a name that will last, a vision consultation might be exactly what you need.