How to Name Your New Company

How to Name Your New Company

One of the first decisions that you’ll make when starting a new business is selecting a name. It’s a choice that you’ll make early on and is likely one of the most important decisions that you’ll make as an entrepreneur. Here are 7 key tips on how to name a business.

7 Company Naming Tips

Tip 1: A successful name is short and powerful. Think about some of the most successful global brands… Pepsi, Google, Apple, Starbucks, Adidas. All these names are short in length and pack a powerful punch. So you’ll want to pick a company name with the same brilliance and excitement. Try to keep the name to fewer than 12 characters.

Tip 2: Winning company names have bold texture and clarity. You know a great brand when you see it or hear it. These names just roll off your tongue. So you’ll want to create a name that just sounds right when you say it. The name should be clear and easy to pronounce. You’ll also want to avoid any difficult spellings. The easier the name is to communicate, the easier it will be for your customers to remember.

Tip 3: The name should be expandable and integrated. You don’t want to pick a name for your business that is too limiting in geographic or product scope. So if you pick the name “Chattanooga Medical Supply Company,” (besides being too long and cumbersome) you’re largely limiting yourself to Chattanooga, Tennessee. And be careful including a specific product or service in the company name. For example, the name “The Burger Joint” will likely limit the product offerings making expansion more difficult.

Tip 4: Avoid names with numbers, dashes, and other non-alphabet characters. In general, numbers and dashes will only confuse your customers. Try to stick with the alphabet characters. If you decide to use non-alphabet characters like &,%, @, # you want to pay special attention to clear communication. For example, Big!Lots uses an exclamation point in the middle of their name. It looks great on their signage, and a bit confusing without the graphic elements. In addition, the exclamation point is not a valid domain character, so the firm will not have an exact match domain name.

Tip 5. Make sure the domain name is available.  In commerce today,  domain extension means business. So you will want to select a business name where the  domain name is available. For most businesses, a great name is of little use unless you have the exact-match domain. It’s easy to find out if the name is registered, check out ownership at .

Tip 6: Be sure that you can legally use the name.  There is nothing more frustrating than coming up with a great name only to find it in use somewhere else. You need a name that is unique to your business and doesn’t infringe on the rights or another company. Check-out the free search available online at the United States Patent & Trademark Office (USPTO) database and the European Office for Harmonization in the Internal Market (Trade Marks and Designs).

Tip 7: Consider how the name will translate globally.  If you are looking to market your services outside of your home country, you need to have a name with universality. Run your name ideas through Google translate, or other translation services to see if your name has an unintended meaning.

Following these 7 simple company naming tips will help you in creating the perfect name for your business.