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Beyond Words: Naming Your Business

The name of your business is the first thing potential clients will encounter, so it’s crucial that you choose with intention and discernment. Here are things to consider during the naming process:

Clarity and Communication

A name that reflects what a business does helps customers quickly understand its nature and purpose. When a business's name aligns with its products, services, or industry, it becomes a powerful tool for clear and effective communication. It enables potential customers to identify whether the business meets their needs and establishes a strong initial connection.

Brand Recognition

A relevant business name aids in building brand recognition and recall. When the name directly relates to the products, services, or industry, it becomes easier for customers to remember and associate it with a particular niche. This can significantly enhance brand visibility, especially in crowded marketplaces, and differentiate the business from competitors.

Complex acronyms, unique spellings, obscure words, and challenging pronunciations should be carefully considered, if not avoided. Don’t forget research for hidden meanings and common uses of words to avoid being blindsided later.


Before you settle on a name, make sure it's not already in use by another company. Check for trademarks, domain name availability, and social media handles to ensure that the name you choose is not already taken. A great name will often be available on some platforms but not others. If this is the case, a good option is to add a descriptor word to the name or an alternative domain ending (.co instead of .com).


A relevant name can allow for more targeted marketing campaigns and tailored messaging, which helps to attract the intended audience. A name that resonates with potential customers can be a valuable asset.

Keep Change In Mind

When first starting a business, the possibility of selling it or bringing on a partner might be the last thing on your mind. If your business is centered around you as an individual, then integrating your first or last name into its name could seem like a natural choice, However, it can make acquisition of the company more challenging later.

Choosing a name is a crucial step in starting your business. Sometimes it’s a quick choice, but it can often take much longer. We find that the mission statement, brand values, and discovery process can help reveal the perfect moniker. Still struggling to find the right name for your business? We’d love to help!


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