How to Name a Business: A 7-Step Guide

A practical, step-by-step way to name your business, from brainstorming to checking the domain.

Start with what you want people to feel

Before you brainstorm, write down what your business does in one sentence, who it is for, and three words for how you want customers to feel. A bakery might pick warm, fresh and local. A fintech app might pick safe, fast and simple. These words are your filter for every idea.

Make a long list before you judge

Aim for 30 to 50 options. Mix real words, two words joined together (like goodroast or mintloop), words from other languages and made-up words. Don't judge yet. Good names often come from combining two ideas that looked weak on their own.

Cut anything hard to say or spell

Say each name out loud. If you'd have to spell it on the phone, cross it out. Hyphens, numbers and unusual spellings all lose customers who try to find you.

Check the domain early

For each name left on your list, check whether the .com is available, or a short alternative like .co, .io or .shop. A great name with no domain usually leads to awkward workarounds later. Shops like Claimly list names that are already checked as available.

Check social handles and search results

Search the name on Google, Instagram and TikTok. If a big brand or a competitor already uses it, move on. Also search your country's trademark database for registered marks in your industry.

Test it with real people

Tell five people your top three names, then ask them a day later which ones they remember. The name people remember is usually the right one.

Register it

Once you've chosen, register the domain in your own name the same day, then the social handles. Names that are free today can be taken tomorrow.