How to choose a name for your business

Emily O'Brien
June 23, 2023
How to choose a name for your business

So you have a brilliant idea for your business. You have an awesome product, and you know there’s an audience crying out for it. You have your business plan. You’ve even got a clear idea of how the website will look. Everything is sorted! YAY!

But hang on. Not so fast with the YAY…

What’s your business called? That’s right, choosing a name for your business can be one of the hardest decisions you ever have to make. It needs to say so many things, without actually saying so many things. It needs to be memorable, catchy, timeless, simple and original. Will it be straightforward, or a little ‘out there’? A name of something, or someone? Subtle, or in your face? If you’re facing a naming dilemma, then allow us to offer a few suggestions.

Make it futureproof

It’s very tempting to name a business that is linked to what’s in the zeitgeist at that moment. You know the kind of thing. Something fashionable and of-the-moment. A business called ‘PHAT DAWG’ sounds hip and cool now, but how will it sound in the future? Fast forward one, two or five years. Will your name have the same relevance or impact? Consider choosing a name that is timeless.

Your name is your ethos

Ask yourself what impression do you want your business to give. How do you want people to feel when they hear your name? Reassured? Inspired? Excited? Your business name is the first contact you have with potential customers or clients.

Brainstorm, then select

Scribble down as many potential names as you can over a few days. Literally anything that pops into your mind. Ask your friends and family for their ideas too – sometimes a fresh perspective can help pinpoint something you’d never consider. Once you have a selection, narrow down your list of ideas to just a handful. Pretty soon a favourite will reveal itself.

That’s easy for you to say

A business name should be easy to spell, and easy to pronounce. So make sure your name isn’t complicated, or too elitist and fancy pants. If people are too nervous or embarrassed to say your business name out loud in case they get it wrong, then they won’t say your business name at all!

Too good to be true?

Congratulations, you’ve picked ‘ONION GUN’ as your business name! Now comes the nerve-wracking part. You need to find out if anyone else has had the same idea as you? Do a deep dive into other business names. If there’s a clash, then it’s back to the drawing board.

We’re sure than before long you’ll have a name that suits you – and your business – down to the ground. (We were joking about ‘ONION GUN’.)