As a business owner, choosing the right name for your startup is a key decision you will have to make when first starting out. Coming up with a name is more than just finding a label, it’s the foundation of your brand’s story, the face of your business, and a powerful tool to engage with your audience.
A unique business name can spark interest, inspire trust, and help you stand out in a crowded market. A poor choice might confuse your audience and bury your message in a sea of competitors. In this guide, you’ll learn how to pick a company name to reflect your brand’s values by using comprehensive techniques, examples, and strategies.
Whether you’re building a SaaS platform, launching a consumer product, or opening a local small business, this article will walk you step-by-step through the naming process to help you land the best fit for your startup.
Why Does a Good Business Name Matter?
Your startup name shapes how your brand is perceived, from your first pitch to your tenth product launch. It appears on your website, packaging, social media profiles, invoices, press mentions, and email signatures. You want your name to do more than just sound ‘cool’; it must align with your value proposition, related to your business ideas, and most importantly; connect with your audience.
The ideal name can:
- Set expectations and communicate your niche
- Make sure your brand name is memorable
- Build credibility and trust
- Support marketing and SEO efforts
- Help you stand out in a competitive industry
Conversely, a poorly chosen name might confuse people, misrepresent your offering, or make your business difficult to find online. The wrong name can cost time, sales, and market traction.
Remember: your startup name is your first impression, make it count.
Pick a Name That Resonates by Understanding Your Audience
The name for a startup begins here, you must identify who you’re naming your business for. Your target audience will determine what tone, language, and personality your name should carry.
Start by asking:
- Who are our ideal customers?
- What problems are they trying to solve and overcome?
- What tone resonates with them; professional, playful, bold, or luxurious?
- Do they appreciate humour, tradition, innovation, or prestige?
For example, a Business to Business (B2B) SaaS company targeting CFOs might want a sleek, trustworthy name like “LedgerOne” or “CoreCapital”. Whereas a company selling eco-friendly products to predominately Gen Z consumers might prefer something more casual and emotive, like “Greenie” or “PlanetPop.”
Understanding your audience ensures your company’s name speaks directly to their preferences, expectations, and emotional triggers. Consider using tools like:
- Google Surveys to get feedback
- Reddit or Facebook Groups to test resonance
- LinkedIn polls to measure first impressions
Make Sure the Name Keeps it Simple
In branding, simplicity always wins. A simple company name that is easy to pronounce and easy to spell, presents the best chance for your audience to remember and form lasting connections with your brand. Keeping it simple will also help your brand perform better on social media, be easier for consumers to share and recommend with others. It will also make your new company easier to find when users search online.
Examples of simple yet powerful names include:
- Zoom (video conferencing)
- Stripe (payments)
- Uber (transportation)
- Amazon (ecommerce)
These names are short, relevant, and easy to say, they pass the ‘radio test’. We touch on this concept later in the article.
Try to avoid:
- Complex words or obscure references
- Unusual spellings or multiple meanings
- Long names that get cut off in URLs or social profiles
Your new business name should fit in a tweet, look good in a logo, and roll off the tongue. Simplicity boosts brand recognition and builds confidence in your products and services.
How to Brainstorm Catchy Startup Name Ideas
The best names rarely appear out of nowhere, they are often the product of deliberate brainstorming and collaboration. If possible, aim to generate a list of potential names before you decide on the final one. Quantity can lead to quality if you follow the right process.
Start by listing words related to:
- Your product’s primary functions (e.g., share, grow, protect)
- The emotion or benefit (e.g., freedom, peace, joy)
- Your industry (e.g., fintech, travel, wellness)
- Metaphors or visual imagery (e.g., rocket, seed, hive)
Then combine or remix these ideas using creative techniques:
1. Word Mashups
Mix two words to create something new, e.g.:
- Instagram = Instant + Telegram
- Pinterest = Pin + Interest
2. Abbreviations & Acronyms
Use initials or shortened words for cleaner names:
- IBM (International Business Machines)
- BBC (British Broadcasting Corporation)
3. Alliteration & Rhyme
These devices help with memorability:
- Coca-Cola
- Dunkin’ Donuts
- Lulu Lemon
4. Neologisms
Invent your own word if nothing else fits:
- Zillow
- Spotify
Just remember to remain relevant and relatable to your industry or sector.
5. Foreign Words or Roots
Draw on Latin, Greek, French, or Japanese roots for sophistication or uniqueness:
- Acer (sharp in Latin)
- Roku (six in Japanese)
- Veritas (truth in Latin)
Tools like Namelix or Wordoid can help you get creative with combinations.
Get Creative When Brainstorming Names, Use Wordplay Where It Fits
If it suits your brand personality, wordplay can make your name more playful and memorable. Clever puns or double meanings are often great conversation starters, especially for lifestyle, food, or service businesses.
Examples:
- Wok This Way (Asian takeaway)
- Lord of the Fries (vegetarian fast food)
- Pita Pan (Mediterranean street food)
- The Codfather (fish and chips shop)
These names work because they’re witty, relatable, and fun to say. Just remember to tread carefully and do not sacrifice clarity for comedy.
Wordplay is most effective when it:
- Clearly relates to your product or service
- Brings a smile without confusing your audience
- Is culturally appropriate and easy to understand
Should You Use a Business Name Generator?
If you’re feeling stuck or overwhelmed during the naming process, a business name generator can offer a much-needed creative spark. These AI tools use algorithms to produce hundreds of potential names based on your input keywords, brand tone, and industry.
While these tools won’t do all the work for you, they’re a great way to explore directions you may not have considered and can often lead to unexpected inspiration in your search to finding the perfect name.
Benefits of Using Name Generators
- Rapid Ideation: They produce dozens (or hundreds) of name suggestions instantly.
- Keyword Integration: Many allow you to prioritise certain terms related to your industry and message.
- Brand Style Matching: Some tools ask questions about your business’s tone to tailor suggestions. For example; is your brand’s voice fun and quirky, or more one that wants to maintain a more formal approach?
Recommended Tools
Here are a few popular and highly rated generator tools worth trying:
- Shopify Business Name Generator – Great for ecommerce founders and early-stage businesses.
- Namelix – AI-powered and ideal for brandable, modern names.
- NameSnack – AI + keyword input for naming and domain suggestions.
Tips for Getting the Most Out of These Tools
- Use multiple generators to diversify your inspiration.
- Enter a mix of keywords: emotions, values, functions, and metaphors.
- Don’t take suggestions at face value, modify and refine them.
- Always check for domain name availability
- Run a trademark search before committing – we will explore this in more detail later in the article.
Why The Role of SEO is Important When Naming Your New Business
Search Engine Optimisation (SEO) plays a pivotal role in making your business discoverable online. Even if your name sounds clever, it won’t do much for your business if no one can find you online. A company name that’s SEO-friendly helps you attract organic traffic to your website, increase online presence, and build brand authority early.
When naming your startup, consider:
1. Including Keywords
A relevant keyword in your name can give your site an initial SEO boost. For example, if you’re launching a meal prep service, a name like “FreshFork” or “QuickKitchen” may naturally align with what users are searching for.
Try not to make the use of keywords or phrases the primary motive naming your company. Remember to use these sparingly where possible, overloading your name with keywords can create a sense of inauthenticity and make it feel too generic. A balance between uniqueness and relevance is key.
2. Domain Name Alignment
Ideally, your domain name should be as close to your brand name as possible. For example, if the name for your business is “Urban Bloom,” but your domain is “urban-bloom-store.co.uk,” you’re not reaping the full SEO benefit.
Tools like Google Trends can help you identify keywords worth incorporating.
Check Domain Name Availability
Once you have shortlisted the names you are considering, make sure you check the domain availability for each. A domain name is crucial for a website’s online identity, it’s what users type into their browsers to access a website, making it essential for recall and easy navigation. As mentioned earlier in this article, a well-chosen domain name can positively impact a website’s search engine rankings and overall online presence. Remember, your domain is your business’s digital address. Ideally, it’s short, simple, and it’s easy to spell, overall making it easy for your audience to remember.
Where possible, always try to ensure your TLD (Top-Level Domain) ends in .com. TLD is the final part of a domain name after the dot. It can help indicate the type of organisation or location associated with the website.
Best Practices:
- Prioritise .com if available as it’s still the gold standard.
- Avoid hyphens, numbers, or awkward spellings.
- Do not settle for unrelated domains that could confuse users.
Leverage tools like GoDaddy, or Instant Domain Search to check availability in real-time.
If a domain name is taken, try:
- Adding a verb or descriptor (e.g., “getharvest.com,” “usefathom.com”)
- Using your industry (e.g., “cloverhealth.com”)
- Using industry specific and geographical TLDs if relevant, like .ai, .io, .co, or .tech
Just remember to be cautious. If the name is already taken and someone else owns the .com version, you do not want to limit your business if you decide to use the same name, but with another TLD. This could lead to confusing customers and result in losing online traffic.
Make Sure Social Media Handles Are Available
Your social media presence should match your website domain and brand name as closely as possible. Before you commit, identify social media platforms relevant to your brand and target audience. Popular platforms include:
- X (Previously Twitter)
- TikTok
- YouTube
Use Namechk to see what handles are available across dozens of platforms at once.
Tips for choosing social handles:
- Try to match your brand name exactly.
- If unavailable, add an underscore or location (e.g., @UrbanBloomUK).
- Avoid adding numbers or filler words unless they’re part of your brand identity.
Securing consistent usernames early helps maintain a cohesive brand experience and protects you from impersonators.
Conduct a Trademark Search: Ensure Your Chosen Name is Available
Even if your domain and social handles are available, that does not always mean your new name is legally safe to use. Failing to conduct a proper search for intellectual property could result in lawsuits, forced rebranding, and loss of credibility.
How to Check:
- In the UK: Gov.uk Trademark Search
- In the US: USPTO Trademark Search
- In the EU: EUIPO eSearch
Search for exact matches and similar-sounding names in your category. If anything raises red flags, consult a trademark attorney before proceeding.
When to Register:
Once you’ve chosen the best name and verified availability, register your trademark to protect your brand. This gives you legal rights to your name and can also increase your valuation if you ever seek funding or sell the company.
Should You Use Your Own Given Name?
Sometimes the most authentic name is your own. Using a personal name works well if your reputation, personality, or expertise is a big part of your brand and the value you offer.
Examples:
- Ben & Jerry’s (ice cream)
- Oprah (media)
- Neil Patel Digital (marketing)
- Tony Robbins (coaching, education)
This can help you:
- Build immediate credibility
- Humanise your brand
- Offer a sense of trust and personality
However, depending on industry, using your own name can also have its limitations:
- It may be harder to scale or sell the business
- It could limit your brand to a single person’s image
- It might not convey what your business and services actually do
Use your name if your startup is a personal brand, consultancy, creative agency, or coaching service. However, if you’re building something larger or more product-focused that requires clearer indication, consider a more abstract or functional name.
Should You Use a Geographic Name?
Geographic names can be a smart choice if your business identity is rooted in a particular location. This works well for brands that focus on local pride, regional culture, or location-based services.
Examples:
- Yorkshire Tea
- American Airlines
- Brooklyn Brewery
- KFC
Benefits:
- Instantly signals where your business is located or base your operations from
- Can create positive emotion by association
- Can boost trust for local consumers
- Works well for food, fashion, tourism, and community services
Just remember to be careful and consider long-term goals. If you plan to expand beyond one region, a geographic name might box you in. “Manchester Plumbing Co.” might seem limiting if you grow to a national level.
If you do decide to follow this route:
- Make sure your audience has a strong affinity with the place
- Combine the location with an industry relevant word (e.g., “British Airways”)
Common Mistakes to Avoid When Naming Your Startup
Even with the best intentions, it’s easy to fall into naming traps that could hurt your business, if not now then potentially at some point in the future. Here are the most common pitfalls and how to avoid them:
1. Choosing a Name That’s Too Generic
Names like “Tech Solutions” or “Best Digital Marketing” sound vague and uninspired. They do not help customers remember you or distinguish you from competitors. Names that are too generic will not help you stand out from the crowd.
Fix: Make your name distinctive and brandable. Add personality, emotion, or a story behind it.
2. Hard-to-Spell or Pronounce Names
If people can’t say it, they can’t share it. If they can’t spell it, they can’t search for it.
Fix: Run your name through the “radio test”. Say it aloud and ask someone to write it down. If they struggle, it needs refining.
3. Limiting Yourself with Overly Specific Names
“London Cupcakes” might be perfect today, but what if you expand into other cities or start selling cookies?
Fix: Prioritise names that can grow with your business. Think long-term from the beginning, you want to land on a name without limits, not one that can hold you back.
4. Copying or Imitating Other Brands
It might be tempting to model your name after a successful brand, but this can backfire legally and reputationally.
Fix: Use your competition as inspiration, but always create something original and authentic to your brand.
5. Overlooking Negative Connotations or Unintended Meanings
A name that sounds clever or stylish can be great, but always remember there’s a chance it may have a completely different or even offensive meaning in another language, culture, or online context. Some names might also carry slang interpretations or unintended double meanings that could damage credibility or trust.
Fix: Google the name extensively, check urban dictionary listings, and test it across different cultural groups where possible. Be sure to choose a business name does not translate poorly or carry negative connotations that could harm your brand reputation.
How to Test and Validate Your New Startup Name
Before you commit to the name you like, it’s essential to validate your top choices. Here are some tips on how you could test your name effectively:
1. Get Feedback from Real People
Ask friends, potential customers, or your online community:
- What does the name make you think of?
- How would you spell it?
- Does it feel trustworthy, innovative, fun, etc.?
Try using tools like PickFu or UsabilityHub for rapid feedback.
2. Test It in Context
Mock up your name in:
- A website header
- A business card or email signature
- A social media profile
- A product label or app icon
This gives you a sense of how the name feels in real use, not just as an idea.
Conclusion
Choosing a great name for your startup is part creativity, part research, and part strategy. From brainstorming and testing to checking availability and SEO compatibility, each step brings you closer to a name that captures your long-term business goals and resonates with your target audience.
A well-named startup is easier to remember, easier to market, and more likely to grow. Whether you go for something bold, simple, clever, or personal, the key is to align your name with your long-term vision, and make sure it works across every platform and touchpoint.
Don’t be afraid to invest time and effort here. A brilliant name won’t guarantee success, but a bad one can definitely hold you back.
Business Name Idea Final Key Takeaways
- Keep your name simple, clear, and easy to remember.
- Understand your audience and what kind of name appeals to them.
- Use wordplay, personal names, or geographic references if they suit your brand.
- Brainstorm creatively and don’t rush the process.
- Use a business name generator to spark ideas and expand your naming possibilities. Just remember to always refine and validate suggestions yourself.
- Check availability across domains, social platforms, and trademarks.
- Think about SEO, especially if you rely on organic search.
- Avoid names that are too vague, hard to spell, or overly specific.
- Test your favourites with real users before you commit.
- Choose a name that can evolve with your business over time.
With the right strategy, you can confidently land on the perfect name for your startup. One that builds trust, attracts attention, and grows with your success.
This article was written by Michael Green.