How To Come Up With A Business Name

Coming up with a cool startup name isn’t as easy as it seems as every potential name has its upsides and downsides, and it’s easy to get stuck in a never-ending state of analysis. Sometimes the name of your small business sticks out right away, but this isn’t always the case.

Your name is the first thing customers recognise about your brand. The best products, perfect service, and engaging marketing will go a long way in building brand loyalty - but it won’t be enough if your customers can’t remember your name.

A customer’s ability to recall your business name has a huge impact on how they view your business. Every part of the marketing funnel, from attracting new customers to bringing back loyal ones, is tied to how quickly a potential customer remembers your name.

You need to decide on your brand’s name before you move forward with anything else, but before you resign to picking a random name from a hat, it’s important to evaluate your names for branding potential.

Knowing what makes the best name isn’t always easy, but when you create a business name, here are some factors to keep in mind:


Something simple, clear, and direct will be far more easier for customers to recall. If customers don’t understand your brand initially, they’re less likely to remember it later on. Good brand names don’t require too much explanation.


Your name will be a blueprint for all the decisions you make when developing your brand down the road. Your logo, slogan, and value proposition can be changed, but it’s exceedingly hard to change your name without losing some of the strength of your online brand.

While it should be clear, it should also be adaptable to change. Names that are too topical, or directly reference a specific product could box you in later on. Make sure to evaluate your name ideas for company growth potential and entry into adjacent industries.


Customers won’t remember a brand name if it isn’t distinct. Catchy branding is all about setting yourself apart from your competition and that starts with a cool, unique brand name. A startup brand name that grabs a customer’s attention will be remembered later on.


Last but not least, you need to make sure your brand name isn’t already taken. Setting aside legal risks, another brand name with your name (or something similar) can be confusing for customers and damaging to your online reputation.

This is true of your domain name as well. Your domain name should be as memorable as your name and easy to associate with your brand. When you’ve selected a name, make sure to claim a workable domain as soon as possible. Visit the business page for assistance when selecting a hosting service and domain name for your business. 

  • business owner
  • business name
  • starting a business
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