How to Name a Business: 10 Smart Tips for a Standout Brand Name
Naming your business is kind of like naming your firstborn child (or a very well-loved pet)—it’s a big deal. Yet, so many entrepreneurs rush the process, only to realize later that their chosen name is already taken, hard to spell, or doesn’t quite capture their brand. Avoid the awkward “we need to rename everything” conversation by doing it right the first time.
Here’s how:
1. Make it memorable
A forgettable name is a lost opportunity. Consumers are constantly bombarded with brands, so your name needs to stand out to grab attention quickly and stick in their minds. If it’s bland, generic, or too complex, people won’t remember it. And if they don’t remember it, they won’t look for it.
An engaging, distinctive name gives your brand an edge and creates an instant connection with your audience. Think about your favourite catchy song—it’s short, punchy, and impossible to forget. That’s the kind of memorability you want in a business name.
2. Easy to spell and say
A name should roll off the tongue, not trip people up. If customers struggle to pronounce or spell it, they’re less likely to remember it (or recommend it to others). A complicated or confusing name creates an unnecessary barrier between your brand and potential customers.
Think about where your brand will live. Ask yourself: Do I want this name to blend in or stand out? While uniqueness is great, clarity is king. The easier your brand name is to say, spell, and search for, the more people will actually use it.
3. Check for domain availability
Before getting too attached to a name, make sure the .com (or .ca if you’re in Canada) is up for grabs. While a .com or .ca are prime real estate, they’re not your only option—many brands successfully use alternatives like .co, .io, .shop or creative modifiers. (e.g.,Get {YourName}.com or {YourName}HQ.com). Tools like Namechk can help you explore available domain options.
That said, don’t let domain limitations dictate your entire brand name. If the perfect domain is taken, a small tweak might do the trick—just make sure it still feels natural and true to your brand.
4. Double-check the legal stuff
Don’t fall in love too deeply in love with your name until you’ve done your legal checks. Do a trademark search in Canada (see resources below) to make sure you’re not stepping on someone else’s brand. It’s also essential to check for any similarities to competitors or key players in your industry. Too close for comfort could lead to legal trouble down the road. Skipping this step could mean rebranding later (ouch, expensive). A quick trademark search now saves major headaches in your future.
5. Think long-term
Your name should grow with you. Avoid trendy, hyper-niche words that might limit you down the road. What sounds fresh today might feel outdated in five years. Think “DVD World”; great in the early 2000s… but not so much now. If your name locks you into a specific product, location, or trend, will it still fit if you expand?
6. Check social media handles
Consistency is key. Before you commit to a name, check out if the handle is available on Instagram, Facebook, TikTok, LinkedIn, and X (formerly Twitter). If it’s taken, don’t panic. Consider small tweaks to keep your brand recognizable without veering completely off course.
7. Test it out loud
Say it out loud. A lot. If it sounds clunky or awkward, is a tongue-twister, or has unintended meanings, rethink it. (Not-so-fun fact: some brands have learned the hard way, only realizing their unfortunate acronym choices after launch.)
Remember when Siri misunderstood “Pepsi” as “sexy” in certain accents? Not ideal…
8. Be culturally aware
Make sure your brand name doesn’t translate into something embarrassing or inappropriate in another language, especially if you have global ambitions. A quick Google search could save you from an unintentional branding facepalm. Case in point: when Chevrolet launched the Nova in Latin America, they didn’t realize “No va” literally meant “doesn’t go” in Spanish. Not the best selling point for a car, that’s for sure. Oops.
9. Evoke the right emotion
Your name should give off the right vibe off the hop. A luxury brand needs something sleek and sophisticated—think “Chanel” or “Tesla.” A fun, quirky brand? Something playful like “Squish” (a gummy candy brand) or “Mailchimp.” Playful, witty, clever, or quirky brands can have more fun and get more creative with wordplay.
10. Trust your gut (but also, test)
You love your name? Fantastic. Now, let’s see if other people do, too. Run it past friends, colleagues, or even strangers. See how they react, whether they remember it, and if it sparks curiosity. If they hesitate, mispronounce it, or give you a weird look… it’s time to reconsider.
At this point, you’ve got a solid framework for choosing a brand name that’s memorable, clear, and legally sound. But what kind of name best suits your business? Not all brand names are created equal—some are straightforward and descriptive, while others are bold, metaphorical, or entirely made up. Understanding the different types of brand names can help you decide which approach aligns best with your brand’s personality and long-term vision.
The 10 types of brand names
Different businesses take different approaches when it comes to naming. Here are ten common types of brand names, each with its own advantages:
- Descriptive – Clearly states what the brand does (e.g., General Motors, Canadian Tire).
- Evocative & Out of Context – Creates an emotional connection or paints a picture (e.g., Apple, Nike).
- Invented – Completely made-up words (e.g., Kodak, Xerox, Etsy).
- Lexical – Uses wordplay, puns, or alliteration (e.g., Dunkin’ Donuts, Krispy Kreme).
- Acronyms – Shortened versions of longer names (e.g., RBC for Royal Bank of Canada, KFC for Kentucky Fried Chicken).
- Geographical – Tied to a place (e.g., Air Canada, Alberta Blue Cross).
- Founder’s Name – Based on a person’s name (e.g., Ford, Disney, Sobeys).
- Hybrid – A mix of different naming styles (e.g., Microsoft, FedEx).
- Metaphorical – Uses symbolism (e.g., Jaguar, Amazon).
- Alphanumeric – Uses numbers or a combination of letters and numbers (e.g., 7-Eleven, 3M).
Choosing the right type of name depends on your brand identity and long-term vision. A great business name isn’t just a label—it’s your brand’s first impression, your identity, and a powerful tool for attracting the right audience. Make sure yours is working for you, not against you!
Not sure if your name hits the mark? Download our Brand Name Checklist to see if your brand name passes the test. Still trying to find your brand name? Check our Brand Guide: Choosing Your Company Name.
Online Naming Resources
- Namechk — Check username and domain availability
- Bust a Name — Domain name brainstorming tool.
- Namium — Generates unique business names
Branding Naming Book (Recommended Reads)
- Hello, My Name is Awesome by Alexandra Watkins
- Brand Naming: The Complete Guide to Creating a Name for Your Company, Product or Service by Rob Meyerson.
- The Naming Book by Brad Flowers
Trademark Resources (Canada)
- Canadian Trademarks Database — Search for registered trademarks in Canada
- Canadian Intellectual Property Office (CIPO) — Official resource for trademarks and IP in Canada