How to Name Your Business: 7 Formulas and a 4-Step Check

A business name has two jobs. It has to be memorable enough that people can find you again, and ownable enough that nobody else already has it. Most naming advice covers only one of those. This guide covers both.

Start with what the name should make people feel

Write three words for how you want customers to feel when they hear the name. Bold? Calm? Playful? Premium? Keep them in front of you. A coffee brand for side hustlers that wants to feel aggressive and energizing should not end up called "Morning Calm Roasters".

7 naming formulas that work

Generate at least 20 options before you judge any of them. The first five ideas are usually the most obvious, which also means they're the most likely to be taken.

The shortlist test: five quick questions

1. Can someone spell it after hearing it once? If you'll have to say "that's with two Ks", reconsider.
2. Is it short enough? Two or three syllables per word is a good target for anything that goes on a cup, a sign or a profile.
3. Does it leave room to grow? "Austin Phone Repair" is stuck in Austin and stuck on phones.
4. Does it sound right in a sentence? "I got it from ___" should feel natural.
5. Does it match the three feeling words?

The 4-step check before you commit

Run these in order. Each one is quicker than the next and knocks out more names, so you don't waste time on the slow checks.

1. Domain

Search your domain registrar for the .com first. If it's taken, a clean alternative like adding a word ("getname.com", "namecoffee.com") is fine for most small businesses. Avoid hyphens and numbers.

2. Social handles

Check Instagram, TikTok, YouTube and X. The exact handle is ideal; a consistent variation everywhere is the next best thing.

3. Trademark search

In the US, search the USPTO's free Trademark Search system for the name in your category. A live mark for the same or a similar name in your industry is a red flag. If you're investing real money, a short consult with a trademark attorney is cheap insurance. This guide isn't legal advice.

4. The say-it-out-loud test

Say each finalist to five people with no context, then ask them to write it down and tell you what they think you sell. You'll learn more in ten minutes than in a week of staring at a list.

Common naming mistakes

• Picking a name only you understand (an inside joke, a word from a language your customers don't speak).
• Copying the leader in your space with one letter changed. It looks cheap and invites legal trouble.
• Falling in love before checking. Run the 4-step check before you buy a logo.

Get a shortlist in minutes

BrandGoblin's generator writes a top pick plus alternatives with the reasoning behind each, then builds the tagline, voice, palette and copy around the name you choose. You can also bring a name you already have and it builds around that. Try it free, then run your favorite through the 4-step check above.