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What to Think About When Naming Your Business

Choosing your brand name is one of the most important steps when establishing your business, in my opinion. I think we should talk about what to consider when choosing a name for a business. All of these tips ensure that your business is set up for success from the beginning and that it connects with your ideal audience.

1. Establish your brand voice.

Defining your brand voice including its personality – is the first step to coming up with an appropriate name for your business. Is your brand an authorative expert that aspires to be an industry leader? If so, your brand name should come off as professional, substantial, and trustworthy. On the other hand, is your brand a motivating and uplifting business that connects with people at an emotional level? If so, your brand name should come off as warm, inviting, and intimate.


2. Choose a versatile name.

The number one mistake we see among emerging entrepreneurs is choosing a brand name that they outgrow within five years. Certain specifics like where your business is located for example Atlanta Candle Co. or services offered Grey Floral Studio can change as your brand grows. Unless your business is contingent on a specific location, service or business structure, avoid these terms and choose a versatile name that you can grow with.


3. Check for availability.

In the digital age, it is a big ask for customers to remember multiple handle names for one company. Simply put, your company should have the same name displayed across all social media platforms, as well as your web URL. If your company name is not available, you should consider changing it so it remains consistent across all platforms.


4. Do a trademark search.

Although trademarking your name is not mandatory to start a business, it is a good idea to ensure that the company name you have in mind has not been trademarked by another company. It is a big hassle to go through building brand name recognition over the years and have to change your business name due to trademark violations. Start by submitting a query with the United States Patent and Trademark Office. If trademark security is crucial to your business, consider hiring a trademark attorney to do a thorough search before you register your business.


5. Google your company name.

Search engine traffic is one of the most critical ways to gain attention for your business. To rank high in search results, you must have a unique company name that won’t be crowded out by other search queries. This helps users find your website or content more quickly by simply typing in your company name.


6. Say it out loud.

Your brand name should be easy to say out loud. Uniquely spelled or culturally resonant names may sound good on paper, but it will hold your business back in the long run if you find yourself having to spell out your name multiple times to clients over the phone or if clients have a difficult time finding you because they’ve misspelled your company name.

What's next?


Once you have a business name, it is time to move into branding and a logo? Contact us if you need help with a branding suite. We'd love to help.