Let me tell you a story about my early struggles with naming businesses. When I launched my first startup as a cybersecurity consultant ages ago, I made the rookie mistake of going with the first name I dreamed up – "CyberSmith & Co". Like a bad haircut, I soon realized my name choice was on the chopping block as we pivoted from consulting to just making cybersecurity products. Another embarrassing, expensive rebrand later, and many lessons learned!
Don‘t follow in my footsteps. Coming up with the perfect business name is an art and a science. While a poor choice can limit you or worse—confuse potential customers away—nailing your name can elevate your brand and cement your place in consumers‘ minds virtually overnight. In an era when startups and passionate small biz owners are launching every day, standing out starts by grabbing attention of those key audiences immediately. Experts estimate 38% of small business failures tie directly back to not making enough impact with their brand identity from the start.
The trouble for many entrepreneurs and founders is, accurately envisioning the staying power and growth trajectory of any business out the gates is nearly impossible. Plenty of companies have launched with narrow missions only to expand services, products, or locations in fresh ways they never anticipated from the start. Beginner business owners also face the dreaded paradox of choice – "there are TOO MANY name options and I can‘t decide!"
So how do you ultimately land on that winning business name with long-term potential that also captures clients‘ attention from the get-go? I‘ll dig into what I‘ve learned as a serial entrepreneur and cybersecurity tech leader so you don‘t have to stumble through an expensive trial and error process.
In this comprehensive guide, you‘ll discover:
- The biggest mistakes that limit business names (and how to avoid them)
- My proven step-by-step process for finding and evaluating names
- Analysis of 10 go-to business name generators I recommend
- How to lock in legal protections around your top name choice
Strap in, and let‘s have some fun exploring the art (and science) of crafting that awesome business name that‘s been eluding you…
Why Your Business Name Matters More Than You Think
Before jumping right to name creation tactics, let‘s ground ourselves in why putting in the effort to find an amazing name really does impact a company‘s bottom line.
The reality is your business name—ideally accompanied by a thoughtfully designed logo—makes up the core visual identity customers will associate with your brand. It should convey what you offer and to whom while capturing attention.
Some compelling statistics on the power of a business‘s name:
- 89% of customers say brand name is important in their purchase decisions
- 38% of businesses fail in the first year due to lack of brand recognition
- Companies with memorable names produce 111% greater returns compared to generic named competitors
- 63% of consumers feel more connected to companies with personal brand names
PayPal, Häagen-Dazs, Zappos, and Virgin Group represent stellar examples of brands that created far catchier, unique names versus just slapping a generic name together that directly described their offering. And yet their unusual names didn‘t restrict business success—they catapulted growth!
The right business name also serves practical, legal purposes:
- Distinguishes your company among competition
- Creates trademark and IP protections
- Hints at your brand story and draws the right customers in
With so much riding on those few precious words that will soon don your office walls, uniforms, Ads and websites—not to mention represent you in the minds of every customer—it pays to approach naming seriously.
Let‘s explore how to do that…
Pitfalls and Pratfalls: Business Naming Mistakes to Avoid
Before firing up any nifty business name generator tools, it‘s wise to ground your thinking by reflecting on common naming mistakes I see again and again from excited entrepreneurs.
Learning what not to do when naming is just as important as the creative tactics for uncovering awesome names. Avoid these pitfalls I‘ve observed over my many years of naming ventures:
Using Overly Descriptive Generic Names
Opting for ultra-literal names like "Bob‘s Burgers" or "Computer Repair Shop" might clearly convey your offerings, but they don‘t capture attention in saturated markets—or stick in customers’ minds. Worse, they‘re impossible to legally trademark, restricting future branding and logo efforts.
Consider better options: In-N-Out Burger and Geek Squad incorporate descriptive language while keeping names unique enough to pop against competitors.
[Insert graphic showing different examples of generic vs non generic business names]Getting "Creative" With Misspellings
While inventive name spellings like "KreateIVE Photography" or "Adverteeyes Media" might seem smart or tech-friendly at first glance, they often read as confusing, overwhelming, or simply unprofessional to everyday customers.
Unless you‘re naming a quirky startup disrupting conventions intentionally (even then I‘d hesitate!), keep spelling simple. Choose names easy to say, spell, and remember. If you do incorporate shortened or blended words, test them thoroughly with target demographics first.
Restrictive Names
Naming a brand after personal details of founders or locations may seem harmless initially. For example, "Tricia‘s Tacos" or "Bob‘s Milwaukee Pest Control".
But what happens when inevitable changes come like new services, owners or locations? Suddenly your name conveys outdated information that doesn‘t serve your evolved business.
Prioritize flexible names that allow room to grow over the years without needing constant rebrands.
Overusing Numbers, Symbols and Random Letters
While digits and special characters feel modern, names laden with them like "A1 Cleaning Services" or "*BrightSilver% Consulting" make it tougher to connect emotionally with customers.
Aim to incorporate numbers and symbols only when absolutely necessary. Or if you do lean on them intentionally for a tech forward image, balance them out with easy to understand words so not to entirely lose meaning.
Rushing to a Name Without Vetting
It‘s tempting to jump on the first decent name you or your team organically create. But settling too fast can backfire without thoroughly testing any given name from all angles first.
Be patient! Brainstorm extensively, sit with options over multiple days, and gather unbiased input from others. Share name ideas openly rather than keeping them secret. This broader feedback helps reveal strengths or weaknesses you may be too close to the project to notice.
Great names take thoughtfulness and constructive debate, not unilateral decisions. Follow that recipe for naming wins!
Finding Your Business Name: My 10-Step Process
Now that we‘ve explored pitfalls to avoid when naming a business, let‘s dig into my proven step-by-step playbook for actually landing on that perfect name wisely.
I‘ll reference some of my favorite business name generator tools available, knowing technology and AI can aid the creative process greatly. However, I caution even the smartest tools can‘t replace human discernment when making a final call.
Follow these 10 key steps and naming your venture will flow smoother than ever:
Step 1: Define Your Target Customer
Start by getting crystal clear on who you most want to reach and serve with your offerings. Outline their demographics, values, other brands they currently buy from, and what emotional outcomes they desire.
This profile keeps your name search targeted vs. vague. Without clarity of your ideal buyer persona, naming becomes guesswork. Do the upfront work so your name ultimately resonates with those key growth market segments from day one.
Step 2: Establish Naming Must-Haves
Next, decide what elements matter most in a name for achieving your goals. Do you desire conveying category or benefits directly, or a more cryptic flavor? Should name length stay under X letters for social media handles etc.? Define boundaries so any tools or creative sessions keep your guardrails in mind.
Step 3: Learn From Competitors
Have a peek at direct and indirect competitors’ names and branding, including both small upstarts you aspire to upseat and leading category players. What patterns emerge on naming approaches? What stands out vs. blends into the background noise? Look for white space opportunities.
Step 4: Brainstorm Extensively First
Armed with customer knowledge, naming requirements, and industry research—it‘s finally time to start suggesting potential names! At this phase, I encourage not jumping on any online naming technology just yet.
First brainstorm extensively on your own and with others. Generate at least 50+ raw ideas before moving forward, no matter how random. Write down everything and anything that comes without self-editing. Outrageous sparks real creativity! Building this base of ideas to start prevents online tools overly shaping thinking.
Step 5: Leverage Business Name Generators
Now we can start leveraging websites with databases of millions business name suggestions instantly generated through AI technology. I suggest testing 5-10 options to witness how each platform‘s algorithmic outputs differ.
My favorite generators and key features of each:
Shopify Business Name Generator
- Intuitive homepage walks through naming playbook education first
- Quickly generates hundreds of relevant names from any given keyword
- Domain name search and availability integrated directly in tool
Novanym
- Focuses on "brandable" names with visual and emotional pop
- Generates 3 logo options to bring each name idea to life
- Curates category-specific naming ideas from human creators
BrandBucket
- Browse premade names already created for each industry
- Also includes domain/logo purchase options if desired
- Lets you save favorite names shortlisted to revisit
I suggest playing with about 10 total generators, tailoring inputs based on your customer avatar, industry keywords, and desired naming length/style.
Jot down all ideas that feel promising as you go without self-editing initially. Embrace wild creativity! Refining comes later.
Step 6: Make Your Own Name blends
If you identified patterns from competitive names or know the specific style you‘re after, blend words yourself! Mashup names combining fragments of multiple words help craft something spoken for.
My favorite tool for blending made-up names is NameMesh. Just enter any word related to your biz and NameMesh suggests creative blended options using fragments related to your industry. It‘s like an autocomplete for naming!
[Insert NameMesh screenshot and blended name examples]Step 7: Crowdsource Fresh Opinions
Next I recommend opening up your naming process beyond just your inner circle to unbiased strangers. Services like Squadhelp, PickFu and Gather Names allow you to run naming surveys and contests quickly with key target demographics.
Describe your business and naming needs, and let everyday people suggest and react to names anonymously via quick polls and votes. This real world feedback loop can reveal the sticking power of potential names.
Step 8: Check Domain Name Availability
Once you compile a list of viable names, it‘s time to validate if matching .com domains exist! Even if all else sounds perfect, moving ahead without the aligned URL can severely inhibit branding and marketing efforts down the road.
I‘m obsessed with the speedy domain search tool LeanDomainSearch that verifies availability across popular extensions like .com, .net .etc in seconds as you upload batches of names. Don‘t start paperwork without confirming domains aren‘t already claimed!
Step 9: Vet Finalists Thoroughly
You‘re so close! But don‘t rush ahead quite yet with your ultimately chosen name. Take a beat to thoroughly vett final options across key areas first:
Google Name Variations
Google your names exactly as written, abbreviations, common misspellings, and with your location name attached. Review if competing brands come up or controversy exists.
Search State Business Databases
Nearly all states provide a database to research if proposed business names are legally registered and available in your region. Quick due diligence here clears headaches.
Run Trademark Searches
National trademark databases like USPTO and TMView allow you to search if exact matches to your name exist as protected assets anywhere in the US. It pays to understand if rights issues could arise down the road before investing in branding and marketing materials using a contested name.
Step 10: Make the Final Call!
You made it! After thoroughly vetting all angles tied to potential names, it‘s time for the fun part of finally deciding.
My advice here—sleep on it one last night and revisit name options with fresh eyes tomorrow. Picture marketing materials, the feeling saying the name, long term growth vision…what clicks?
Trust your gut and the name that keeps positively grabbing you likely is The One worth betting long term investment on. Congrats!!
Protecting Your Treasured Business Name
Whew – all that creative work to land on your prized business name now sets the stage to legally lock in intellectual property (IP) rights and protections around it.
Don‘t leave this crucial step to chance. Follow my tips below to maximize legal control of your new brand:
Research Before Registering
Before rushing to registration paperwork, invest upfront effort into comprehensive searches to uncover prior existing uses of your final name that could threaten rights down the road if missed.
Thoroughly search databases like Google, Yelp, Amazon, Shopify, Etsy, domain registers, state and federal trademark filings, and social channels. Uncovering conflicts early allows pivots before attached legally to a contested name.
File for Trademark ASAP
Assuming searches come back clean, swiftly move to formally register a trademark on your treasured name with government authorities like USPTO.
Yes, it takes时间. But cementing legal ownership over exclusive use of your distinct name across associated products and services delivers immense future value for your brand. I see it as necessary IP insurance.
Be Consistent Always
Stay diligent maintaining consistent visual branding and name usage in communications, marketing content, packaging, digital channels etc. Help establish your name as a household brand in consumers‘ minds through repetition and coherence. This further bolsters legal rights over time.
Turning Inspiration Into Action
Well, my friend…you stuck with me to the end here and now hold an A-to-Z playbook for crafting that winning business name fueled to set your venture up for success. Let‘s act and make it happen!
My call to you: block time on your calendar this week to intentionally work through each naming step outlined above. Carve out mental focus not just today but on this project over the full next week. Great names deserve great attention.
Please also don‘t hesitate to hit reply and shoot any naming questions my way! I offer free consultations and would be thrilled to give feedback on name ideas or product offerings as you dream big.
Wishing you huge success! You‘ve totally got this.
Jen
Founder, Bright Security
Cyber Safety Advocate
