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By FindLaw Staff | Legally reviewed by Bridget Molitor, J.D. | Last reviewed September 21, 2022
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Coming up with the perfect company name might seem like it could be a lifelong process. A business name that's available, resonates with your current target market, and can stand the test of time will serve as a business asset. With careful consideration, you can find one that works for you and allows you to grow your business.
Aside from legal requirements, the business naming process depends on your personal goals for the business. The following tips are designed to help as you brainstorm ideas for naming your business so you can choose one that fits your needs and meets applicable legal requirements.
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Do consider making the name descriptive so that potential customers are immediately informed of the purpose of the business. Research has shown that businesses with names that identify their products or services are oftentimes more successful than non-descriptively named businesses. You might also want to consider:
Do consider the oral impact of the name. How will the name sound over time? Try writing down a list of words that could describe your business, then mixing them up into different combinations and saying them out loud to see how they sound. Ask yourself:
Also consider the meaning of your small or large business name in other languages. Is it offensive or offputting? Try to consider universally-accepted phrases or names so that your business has the opportunity to expand to other markets.
Do consider the visual impact of the name. How will it look? Is the main visual logo something that you can imagine in Times Square on a jumbotron? Think about visual marketing like:
Don't select a name that is extremely long, confusing, or could be interpreted negatively in other cultures or in other languages. Make careful considerations if you're wanting to add hyper-specific identifiers like:
Don't consider names that are very similar to other businesses in your area. This will cause confusion, frustration, and could leave you subject to legal issues. Steer clear of choosing names that:
Don't choose a name that's too general or limiting over time. While you can register for a DBA and use a shortened version of your business name, you want to avoid confusion with your target market. A DBA might be appropriate if:
As you start to consider names for your company, whether it's a small business out of your home or one that you want to grow and expand across the globe, be sure to do your research. Here are helpful resources as you go through the naming process:
The Choosing Your Business Name section contains additional resources to help you get started, including state-specific resources to help you refine your search and follow state registration procedures.
There are a lot of steps to take when starting a business, and 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 with choosing a business name that meets all legal requirements and can guide you through the process of starting your business.
Contact a qualified business attorney to help you navigate the process of starting a business.
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