How to Choose the Right Business Name

Coming up with the perfect company name might seem impossible. A business name that is available, resonates with your current target market, and can stand the test of time is one that serves as a business asset. With careful consideration, you can find a name that works for you at startup and allows you to expand.

Aside from legal requirements, the business naming process depends on a business owner's personal goals for the company. The following tips are designed to help entrepreneurs brainstorm ideas for naming their businesses. Choose one that fits your needs and meets applicable legal requirements.

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Consider Your Long-Term Goals

When naming your new business, consider business name ideas that can grow with your company. Consider making the name descriptive so that potential customers are immediately informed of the purpose of the business. Make the company name description general enough that you can expand in the future. If you name your business Tubbs' Dog Art, for example, your potential customers may not know you offer cat drawings.

Also, consider the meaning of your business name in other languages. Is it offensive or off-putting? Consider universally accepted phrases or names so that your business can expand to other markets.

Make careful considerations if you want to add hyper-specific identifiers such as:

• Geographical indicators
• First or last names associated with you or family members
• Trends or fads that could pass quickly and appear outdated
• Government names or phrases used by a branch of government

You want to ensure your brand name reflects your core values now and in the future.

Think About Search Engine Optimization

Search engine optimization (SEO) is an essential factor to consider when picking a good business name. Think about what customers type into internet search engines when looking for a similar type of business. People searching for dog art will be able to find Tubbs' Dog Art more easily than Tubbs' Art. However, your business name can grow into the top search engine result. Apple was not always known for smartphones, for example, but now, if you type "smartphones" into a search engine, Apple is one of the leading results.

Check .Com Domain Availability

Before deciding on a catchy business name, small-business owners should check online to see if the matching domain name is available to register. A domain name is the title of your website. Domains have endings such as .com or .org (this suffix is called the top-level domain). You can see what domains are for sale through commercial sites like GoDaddy, BlueHost, and many others.

Make sure the social media handles you want are available as well. Creating a brand identity is much easier when you say one great business name that your potential customers can simply type into all online platforms to find you.

Check Out Your Competition's Names

Look at the other small businesses in the same market. See how similar or dissimilar your business name will sound in comparison. For example, you wouldn't want to name an e-commerce business that competes with Amazon something like "Amazin" or "Amazone." You want to avoid confusion, as well as legal battles. Make sure your name stands out.

Conduct a Federal Trademark Name Search

Check with the United States Patent and Trademark Office (USPTO) for any registered business names that offer the same or similar products as you do. You do not want to spend time and money on marketing what you think is the perfect name for your business only to be forced to rebrand due because someone else has trademarked it already.

If your business name is more than just a common word, you may be able to trademark it yourself. This adds value to your business and can increase the purchase price if you wish to sell it later.

Say Your Business Name Out Loud

How will your small business's name sound over time? Try writing down a list of words that could describe your business. Mix them up into different combinations and say them out loud to see how they sound.

Ask yourself:

• Is this easy to understand?
• Are there characters or symbols, like hyphens or dashes, that could cause confusion?
• Will other people be able to easily pronounce this?
• Is the name easy to remember?
• When spoken, does the name sound unique?

Consider How Your Potential Business Name Looks

Consider the visual impact of the name. How will it look? Is the main visual logo something that you can envision in Times Square on a jumbotron?

Think about visual marketing. You might imagine:

• Smartphone apps and how logos appear on phones
• Website design and visualization
• Signs, advertisements, business cards, and non-digital marketing materials

Use a DBA

Suppose your business grows over time, and your legal name no longer aligns with your business and target audience. In that case, you can register for what's called a doing business as (DBA) with your state's secretary of state. A DBA allows you to market under another name, sometimes known as a trade name.

Your legal business name could differ from your brand name on marketing materials, digital advertising, and social media. A DBA can also be used if your business structure is in your brand name. If you form as Tubbs' Dog Art, LLC, you might later file a DBA for Tubbs' Dog Art.

A DBA may be appropriate if:

• You want to use abbreviations or a shortened version of your business's full legal name.
• Your legal name doesn't match your business as it evolves over time.
• You want to use an acronym for your business.

Talk to a Business Attorney About How to Come Up With a Business Name

You have a lot of steps to take when starting a business. Picking the right name is one that carries significant weight. It's a good idea to contact a lawyer in your area who can help you choose a business name. You want to meet all legal requirements and avoid trademark lawsuits.