9 Tips for Choosing a Business Name

Choosing a business name is the first step to building your brand. It’s important to choose your name carefully so that you can successfully register it as both a business name and a trademark.

Here are some tips to consider from both a marketing and a trademarking perspective, when making this important decision.

1. Short is sweet

Don’t choose a name that is overly long. You are going to have to use it over and over. It needs to be easy to type, easy to pronounce and easy to remember. Most of the world’s best-known business names are just one word – think of AMAZON, APPLE, MICROSOFT, SAMSUNG, TOYOTA.

2. Suggest purpose but don’t be too generic 

Many strong brands allude to what their business does, but aren’t so typical that they’re difficult to remember. For example, DEVONPORT DOG PARLOUR doesn’t stand out but SCISSORHOUNDS suggests what kind of business it is, without being generic.

Geographic or descriptive business names like HAMILTON PAINTERS or NATURAL BEAUTY SALON may describe your enterprise, but it’s very difficult to get trademark protection for them and prevent competitors from using similar names.

Your customers might search for generic keywords, but they will remember a catchy name. For example, if they search for “online payment solutions” - PAYPAL is a unique name that suggests the kind of service it provides.

When is a trademark not registrable? Check 8 reasons why a trademark might not be registrable and how to avoid them.

3. Make an impact

A name that carries influence and supports or conveys the mission of your business is often powerful. For example, MAKE MY TRIP or GO AIR for online ticket booking services, ECOMIST for non-toxic pest repellent sprays or ECO SIP for eco-friendly, reusable drinking straws.

4. Be creative

A good way to create a catchy, distinctive and memorable business name is to use alternative versions of words related to the goods or service that you are offering. For example, LYFT will give you a ride but you can ride an EEZIBIKE.

There’s a trade-off between misspelling a name to make it unique and memorable and the risk that consumers won’t type it correctly when searching online or the constant hassle of having to spell it over the phone.

You’re also unlikely to get a trademark registration for a misspelled word if the same correctly spelled word is already a registered trademark (or a dominant part of a trademark), so choose carefully.

5. Don’t resemble your competitors

Stay away from names that are so similar to other traders in your industry that consumers might get confused. Your business will risk appearing to be a copy-cat and you won’t stand out in the marketplace. Be original.

You also want to make sure that you don’t infringe anyone else’s registered trademark rights. To reduce the chance of this, be sure to conduct a trademark search and research the brands and business names already used in your industry.

 6. Choose a name that could grow with your brand

If there’s a possibility of future growth and you may be looking to expand  your range of goods and services or geographic region, make sure that the name still works.

For example, SASSYHOUNDS is likely to work as well for a dog parlour in Devonport as in Dunedin  - and you could use the same name for dog grooming products or dog training services too, if your business pivoted or expanded.

7. Choose a name that has an available domain and social media identities

Almost every business must have a web presence, so check that the domain name is available. If your name is original, there's a stronger chance that it won’t be taken already. These days, there are 280 domain name extensions available, so if you can’t get your .com, you may be able to get a .kiwi or a .gallery or a .shop.

Also, make sure you check that you can use your name (or a memorable variant of it) on social media channels.

8. Think carefully about using your own name

While plenty of world-famous brands were named after their founders, your own name is unlikely to convey what your business does. If you ever expand your business to another area or sell it, your name might not add value.

The choice to use your own name might be a good one if you are in a creative field and you want to establish your identity as a designer, artist, musician, consultant, industry thought leader or offer some other form of personal expertise. Even so, a variation of your name might be a clever compromise that works both ways. Read more about How to Trademark a Name.

9. Avoid names that are insensitive or which could develop negative connotations

Think about how mispronunciations or dirty minds might affect your brand name.

For example, AM I GONE FUNERAL HOME might sound funny, except when you’re grieving a lost relative. When you say the names Sam and Ella in SAM & ELLA’S CHICKEN PALACE, they run together and it sounds like ‘salmonella’, which is not something you want to think about when buying chicken meals. 

If your name is ambiguous or can be skewed to have a sexual connotation, some might find it funny and memorable, but others will be offended. You may also have trouble registering your name as a trademark, as offensive trademarks are prohibited by law. We’ll pass on providing examples in this category!

Choosing a business name is an exciting part of establishing a start-up. But it’s worth taking your time to choose a name that accurately represents your business, your values and your future goals.

Here are more tips about how to trademark a business name.

Once you’ve decided, make sure to apply for a trademark to protect your brand name.