The art of naming your business: A guide to getting it right

Thinking about starting a business is exciting. You have the big idea, the passion, and the plan. But then comes a surprisingly big hurdle: the name. A great business name isn't just a label—it's your brand's first impression, its identity, and a key part of its story. So, how do you come up with a name that sticks? Here's a guide to help you navigate the process.

The essential first step

Start by getting everything out of your head and onto a piece of paper or a digital document. Don't worry about whether a name is good or bad yet. The goal is to generate as many ideas as possible.

What is the core of your business? Who do you serve? What emotions do you want to evoke? Jot down keywords related to your product, service, values, and target audience.

Try combining different words, using alliteration (eg "Mighty Mortgages"), or creating unique spellings (eg "Lyft"). Think about using metaphors or even inside jokes that relate to your business. Sometimes the most creative names come from unexpected places.

Keep it simple: Don't forget the power of a straightforward name. A name that clearly describes what you do can be incredibly effective, especially for a new business.

What to consider when choosing a name

Once you have a list of potential names, it's time to put them to the test. A good name should be memorable, easy to say, and relevant.

Is it easy to spell and pronounce? A great name can become a nightmare if customers can't find you online or recommend you to a friend. Avoid overly complicated spellings or silent letters. You want people to be able to say your name without stumbling.

Is it memorable? Think about the names of brands you love. They often have a certain rhythm or a clever twist that makes them easy to recall. A name that tells a story or sparks curiosity is more likely to stick in a customer's mind.

Does it have staying power? Consider if the name will still be relevant as your business grows and evolves. A name that is too specific might limit you in the future. For example, "Beverley Pizza" might not work if you expand to a different city or start selling pasta.

What's the vibe? Does the name fit the tone of your business? A playful, whimsical name might be perfect for a children's toy store, while a more classic, elegant name would be better suited for a luxury brand.

The all-important checks

You've found a few names you love. Before you get too attached, you need to do some important checks to make sure your dream name is a viable reality. Skipping this step can lead to legal headaches and a lot of wasted time.

Is the domain name available? In today's digital world, your website address is as important as your physical address. Use a domain registrar to check if the .co.uk or other relevant domain extensions for your name are available.

Is the social media handle available? Check platforms like Instagram, Facebook, and TikTok to see if the corresponding usernames are open. Consistency across all channels is crucial for building a strong brand identity.

Is it already a Trademark? This is one of the most critical steps. Do a trademark search and a simple Google search to see if any similar businesses are already using the name. Using a name that's already trademarked can lead to a costly legal battle.

Does it have any negative meanings? Do a quick search to make sure your potential name doesn't have an unintended negative meaning in another language or a slang meaning you're not aware of. A simple search can save you from a major marketing mistake.

The final decision

After all the thinking and checking, you'll likely be left with a few strong contenders. Share them with friends, family, and potential customers to get their feedback. See which names people react to best and which ones are easy for them to remember.

Choosing a business name is a big decision, but it should also be fun. Take your time, trust your gut, and don't be afraid to be creative. A name that you love and that truly represents your business is a fantastic first step toward building a successful brand.