How to Choose the Perfect Name for Your Business

Naming your business is an exciting and important part of your entrepreneurial journey. It forms the first impression people have of your business and can influence whether or not they become customers.

If all goes as planned, you’ll live with the business name you choose for years to come, so it’s important to get it right. But where to start?

Choosing a business name can be both fun and intimidating. The options are endless, so how do you narrow it down?

This article will walk you through the elements of a great business name, what to avoid when naming your business, and how to start brainstorming ideas.

The Five Elements of a Great Business Name

There are five requirements for a great business name. It should be:

1. Clear

The name needs to make it clear what your business is and avoid room for confusion or deception. It shouldn’t sound like a competitor or reference an industry you have nothing to do with.

2. Easy

The name should be easy to say, easy to spell, and easy to remember. This is true for anyone, but especially your target market.

3. Unique

You want your name to stand out from the crowd. A name that’s clear, easy, and unique will be more memorable. You don’t want a business name people will confuse with others.

4. On-Brand

Most of all, the name needs to reflect your business and the people it serves. What’s your brand personality? What will resonate with your audience? It should align with your brand voice and appeal to the people it’s meant for.

5. Available

You need to make sure your business name isn’t already in use. If another company has trademarked or registered the same name, you could be hit with a cease and desist. That means, legally, you won’t be allowed to use it and will need to come up with a new name, logo, and update all your marketing material. Yikes.

Use tools like the NUANS Search Tool to ensure your name is available in Canada.

What to Avoid When Choosing a Business Name

• Wording that suggests credentials you don’t have: Avoid names that imply qualifications or expertise you lack, like “Dr. Cleo” for a skincare brand with no actual doctor involved.

• Names easily confused with competitors: Don’t pick a name too similar to existing businesses, especially local competitors, like “Puzzlers Cafe” next to “Jigsaw Coffee Co.”

• Limiting language: Pick a name that allows for growth. A name like “Killer Frozen Yogurt” might feel restricting if you expand into selling coffee or pizza.

Ultimately, stay away from anything that could be potentially confusing, misleading, or misunderstood.

How to Choose Your Business Name

Now that we’ve covered do’s and don’ts, let’s talk about how to come up with the right name.

It can be hard starting cold, so we’ve put together a free Brand Name Brainstorm Worksheet to help guide the creative process. It includes prompts and examples to help you start generating business name ideas, then suggestions to help you narrow them down.

Using AI and Tools to Spark Ideas

If you’re stuck, consider leveraging technology to help you brainstorm:

• Namelix: Generate creative business names based on keywords and preferences.

• Looka: Create a business name and instantly design a logo and branding to go with it.

• Canva: Develop visuals for your name brainstorming process and test logo concepts.

These tools can save time and bring fresh ideas into your brainstorming session.

Adding Real-Life Inspiration

Look to successful Canadian businesses for inspiration. Brands like Roots, Freshii, and Wealthsimple stand out for their clarity, simplicity, and alignment with their missions.

Use these examples as a benchmark to ensure your name is easy to pronounce, spell, and resonates with your audience.

SEO and Social Media Considerations

When choosing a name, consider how it will perform online:

• Domain availability: Use tools like Namecheap or GoDaddy to check if a matching domain is available.

• Social media handles: Search platforms like Instagram, TikTok, and Twitter to ensure your business name can be used consistently across channels.

Legitimizing Your Business Name and Making Sure It Isn’t Taken

Once you have two or three great name ideas, you need to make sure no one else is using them. Specifically, you’ll want to ensure your name isn’t taken in your province or anywhere else in Canada. Not only would that hurt your brand, but it could also get you into legal trouble.

Check out our blog on How to Register Your Small Business in Ontario for steps to ensure no one else has your name and to legitimize your business.

Final Thoughts

Choosing a business name is an exciting part of your entrepreneurial journey, but it requires thoughtful consideration. With tools like our Brand Name Brainstorm Worksheet and AI platforms like Namelix and Looka, you can streamline the process while staying creative.

Take your time, involve your team, and ensure your name aligns with your brand and is future-proof for growth. Once you’ve found the perfect name, check for availability, secure your domain, and start building your brand!