Okay, let's talk about how to come up with a business name. You know that moment when you're staring at a blank page trying to name your baby? That's what this feels like. I've seen brilliant products fail because of terrible names, and average ideas take off thanks to killer naming. It's not just about being clever – it's about survival.
Remember when I named my first startup? Thought I'd nailed it with "Vertex Solutions." Sounds professional, right? Turns out three other companies in my state had the same name. Had to rebrand six months in. Learned that lesson the hard way so you don't have to.
Why Your Business Name Isn't Just a Label
Your business name works harder than your best employee. Seriously. It's your first impression, your memory trigger, and your marketing MVP all rolled into one. Get it wrong and you'll fight uphill battles nobody warned you about.
Real talk: I once consulted for a bakery called "Aux Délices de Provence." Lovely name – unless you're in Ohio where nobody speaks French. They spent years explaining pronunciation instead of selling croissants. Don't be that guy.
What Makes Names Stick or Fail
- Memory hooks: Names like "Google" or "Zappos" stick because they're unusual but sayable
- Emotional triggers: "Warby Parker" sounds trustworthy, "Dollar Shave Club" screams value
- Practicality: Can people spell it after hearing it once? ("X.ai" fails this test miserably)
Landmines to Avoid When Choosing Names
Most naming disasters happen because people skip the boring stuff. Here's what blows up:
| Mistake | Why It Hurts | Real Example |
|---|---|---|
| Overly clever wordplay | Confuses customers ("Sofa King Good" furniture) | Lost 40% web traffic from misspelled searches |
| Forgetting domain checks | Forces awkward URLs ("the-real-business.com") | Startup wasted $15k on branding before checking |
| Ignoring trademark risks | Costly lawsuits & rebrands | Craft brewery sued by Sam Adams over "Rebel IPA" |
| Trend-chasing names | Dated before you launch ("Blockchain Burger") | 7 crypto-named companies changed names in 2022 |
Your Pre-Brainstorming Checklist
- Define your core customer (age/location/values)
- List competitors' names – what works/doesn't?
- Identify key emotions you want to evoke
- Determine name length preference (1-3 words ideal)
The Step-by-Step Naming Process That Works
Here's my battle-tested method for coming up with a business name that doesn't suck. Used this with 37 startups last year.
Phase One: Idea Tsunami
Don't judge – just vomit ideas. Set a timer for 20 minutes and write every word related to:
- What you do (coffee, software, consulting)
- How you do it (fast, handmade, AI-powered)
- Why you exist (empower, delight, protect)
- Metaphors (bridge, compass, rocket)
For a hiking gear company: trail, peak, compass, summit, tread, horizon, venture, ascent
Got 50+ words? Good. Now smash them together:
- Peak + Venture = PeakVentures
- Ascent + Gear = AscentGear
- Trail + Horizon = TrailHorizon
Phase Two: The Reality Filter
Here's where most people mess up – they fall in love too early. Run names through these filters:
| Filter | Test Method | Killer Questions |
|---|---|---|
| Pronunciation | Say it aloud 5x fast | "Can my grandma say this correctly?" |
| Spelling | Text it to a friend | "Can they find it without coaching?" |
| Domain | Check Namecheap.com | Is the .com available? (Never settle for .net) |
| Trademark | Search USPTO.gov TESS | Any live trademarks in your industry? |
Pro tip: If your perfect name has a taken .com, try these:
- Add "get" prefix (GetPeakVentures.com)
- Use "app" suffix if tech (PeakVenturesApp.com)
- Try country domains if local (.co.uk, .ca)
Honestly? I killed my favorite name last month because the Instagram handle was taken by a meme account with 200k followers. Not worth the confusion.
Phase Three: Live Testing
Never finalize a name without real human feedback. Here's how to test properly:
- SurveyTools: Use PickFu ($50) to test 2 names against each other
- Coffee Shop Test: Tell baristas "I work at [name]" – see if they ask about it
- Logo Mockup: Put names on fake business cards – which feels right?
Biggest surprise? Names testing "awesome" with founders often bomb with customers. One client's "clever" name scored 12% recall – their boring backup name got 89%.
Creative Tactics for Stuck Situations
Staring at a blank page? These tricks unclog mental blocks:
Word Portmanteaus
Combine two relevant words:
- Microsoft = Microcomputer + Software
- Netflix = Internet + Flicks
- Snapseed = Snap + Seed (photo editing)
Founder Stories
Borrow from personal history:
- Adidas = Adolf "Adi" Dassler
- Häagen-Dazs = Made-up Danish-sounding name
- Atlassian = From Atlas (mythology holder of worlds)
Foreign Flavor
Use translated words (but verify cultural meanings!):
- Lululemon = "L" sounds aren't in Japanese (marketing tactic)
- Volvo = Latin for "I roll"
- Hulu = Mandarin for "gourd" (holder of precious things)
Warning: Google translations fail. A fitness brand almost named themselves "DàoMěi" – means "beautiful path" in Chinese? Actually slang for "hooker." Had a native speaker saved them.
Legal Must-Dos Before You Commit
This part sucks but saves you six-figure lawsuits. Do these in order:
- Trademark Search: USPTO.gov TESS system (free)
- State Business Database: Check your Secretary of State website
- Social Handles: Namecheckr.com checks 150+ platforms
- Apply for TM: $250-$350 per class via USPTO TEAS
Heads up: Trademark lawyers charge $800-$1,500 but catch things DIYers miss. Worth it for serious ventures.
Tools That Actually Help Instead of Waste Time
Most naming tools are garbage. After testing 28 tools, here are the only ones I use:
| Tool | Best For | Cost | My Rating |
|---|---|---|---|
| NameSmith | Mashing keywords intelligently | Free | ★★★★☆ |
| LeanDomainSearch | Finding available .coms | Free | ★★★★★ |
| Trademarkia | Quick trademark checks | Freemium | ★★★☆☆ |
| PickFu | Testing names on real people | $50+/test | ★★★★★ |
Side note: I hate "business name generators" that spit out nonsense like "SynergyFlex Solutions." Feels like a parody.
Real Answers to Actual Naming Questions
Should I Use My Own Name?
Only if:
- You're building a personal brand (coaches, artists)
- Your name is easy to spell (Jones > Szczepanski)
- You never plan to sell the business
My friend Erica sold "Erica's Bakery" – new owner kept the name but lost all her regulars who came for her.
How Many Names Should I Test?
3-5 serious contenders. More causes decision fatigue. Test them using:
- Memory test: Tell people names – ask 2 hours later
- Association test: "What would you expect from [name]?"
- Spelling test: Dictate names over the phone
Are Made-Up Words Better?
Only if they:
- Are easy to pronounce (Kodak, Lego)
- Have available domains
- Pass the "barista test" (say it once at Starbucks)
Verizon spent $300 million teaching people to say their name. Got that budget?
When It's Time to Kill Your Favorite Name
You'll know it's wrong when:
- You constantly explain pronunciation ("It's K-N-E-A-D...")
- Email addresses look suspicious ([email protected])
- People smirk when they hear it (Penisland.com issues)
Last month, I begged a client to ditch "OmniCore Solutions" – sounded like a Bond villain's company. They ignored me. Their bounce rate proves my point.
Making Your Final Decision
Sleep on it. Seriously. Write your top 3 on paper:
- Say them aloud daily for a week
- Check for morning-after regret
- Google each + "sucks" and "reviews"
If you're stuck between two? Flip a coin. When it's in the air, you'll know which you're hoping for.
Coming up with a business name shouldn't take months. Follow these steps religiously and you'll land something memorable, ownable, and lawsuit-proof. Just promise me one thing – if you name it something epic, send me a mug.
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