Selecting a Name for Your Business
If you are in the early stages of launching a business or consulting practice, you are probably focused on services, pricing, legal paperwork, and getting your first clients. All of those things matter. However, one of the most important early decisions you will make is selecting the right name for your business.
New entrepreneurs need to understand that selecting a business name is not simply a creative exercise. It is a strategic decision that influences how you are perceived, how easily you are found, and how confidently you can grow.
Let me walk you through how to approach this process thoughtfully and professionally.
Start with the First Impression You Want to Create
Your business name is often the very first interaction someone has with your company. Before they visit your website or schedule a call, they see your name on a referral list, a LinkedIn profile, or a Google search result.
- What do you want the first impression of your business to convey?
- Do you want to appear established and credible? Innovative, forward-thinking?
- Practical and results-driven? Your name should align with the positioning you are trying to build.
In consulting and professional services especially, credibility is everything. A name that feels unclear, overly casual, or disconnected from your services can unintentionally undermine trust. On the other hand, a name that feels aligned with your expertise immediately signals confidence and professionalism.
Think Long-Term About Your Brand
Your business name becomes the foundation for everything that follows. It will influence your logo, website design, messaging, social media presence, marketing materials, and even how people talk about you when referring you to others.
As a marketing strategy advisor, I encourage my entrepreneur clients to think beyond what feels exciting today. Instead, consider whether the name will still serve you five or ten years from now. Will it allow you to expand your services? Will it support premium pricing? Will it resonate with the audience you most want to attract?
A well-chosen name gives you room to grow. A trendy or overly narrow name can limit you. For example, you might make delicious cupcakes but putting “cupcakes” in your business name prevents you from expanding your offerings and attracting buyers looking for other baked goods you sell.
Make It Clear and Memorable
Clarity and simplicity are powerful. If someone hears your business name once at a networking event, they should be able to remember it and spell it without confusion. A made up name might work against you if people cannot remember it and don’t understand what the business does based on its name.
Names that are overly complicated, creatively spelled, or difficult to pronounce may feel unique, but they can create unnecessary friction. If a potential client struggles to find you online because they cannot spell your name correctly, you have already created an obstacle.
Your name does not need to be flashy to be effective. It needs to be clear, professional, and easy to recall. That alone can significantly support word-of-mouth growth.
Consider Search Engine Visibility Early
In today’s digital environment, search visibility matters. While your business name does not need to be a string of keywords, it should not be so abstract that no one understands what you do.
If possible, choose a name that clearly signals your industry or area of expertise. Words that reflect consulting, strategy, advisory services, financial planning, leadership, marketing, or another defined specialty can help reinforce clarity.
When someone sees your name in a search result, they should not have to guess what you offer. The clearer you are from the beginning, the easier it is to build recognition and authority.
Avoid Making the Decision in a Vacuum
It can be tempting to gather feedback from friends and family. While their input may be supportive and enthusiastic, they are not necessarily your target audience.
Avoid selecting your business name based solely on personal preference or a popularity vote. Your goal is not to choose the name your inner circle likes best. Your goal is to select a name that resonates with your target audience and strategically supports your business goals and long-term positioning.
An objective, experienced perspective can make a significant difference here.
What to Do After You Narrow It Down to Your Top Two Names
Once you have identified your top one or two choices, it is time to move into research and due diligence. This is the stage where many entrepreneurs move too quickly.
First, thoroughly research whether the name is already in use. Check your state’s business registry and conduct a comprehensive online search. Look at the U.S. Patent and Trademark Office database to see whether the name is federally registered. Search social media platforms as well. Even if a business operates in another state, using the same or a similar name in your industry can create confusion or legal complications, especially if you will promote your business in different states.
Next, consider whether trademark protection is appropriate for you. If you plan to build a scalable brand or operate across multiple states, registering a trademark may be worth exploring. A trademark can protect your brand identity and prevent competitors in similar industries from using the same name. This is not something to guess about; consult with an attorney to understand your options.
At the same time, think carefully about your business entity structure. Whether you operate as a sole proprietorship, LLC, S-Corporation, or C-Corporation affects how your name is registered and how you are legally protected. The right entity depends on your goals, tax considerations, and risk exposure. An accountant or attorney can guide you through this decision.
Before finalizing your name, check whether the website domain is available, ideally the “.com” version. In today’s marketplace, your domain is a critical asset. If the exact domain is unavailable or owned by a company in your industry, that may influence your decision. Also check the availability of consistent social media handles to ensure brand alignment across platforms.
Finally, understand the limitations and benefits of the entity you select for your business. Filing a Doing Business As (DBA) registration just allows you to operate under a different name than your legal entity. An LLC (Limited Liability Company) separates personal assets from business liabilities and provides some legal protection and tax benefits.
You should evaluate all types of legal entities which include Solo Proprietorship, Partnership, LLCs, C Corporation, S Corporation. A CPA or lawyer can help you determine the best fit for you and your business.
Make This Decision Strategically
Choosing a business name can feel creative and exciting. It is one of the first visible signs that your idea is becoming real. However, this decision has long-term implications for your credibility, marketing, legal protection, and growth potential.
Working with an experienced marketer who understands branding, positioning, and strategic growth can save you headaches down the road. A skilled marketing professional can provide objective feedback, evaluate how your name aligns with your target audience, consider search implications, and help you think beyond what simply “sounds good.”
Starting a business is a bold step. Choose a name that supports your expertise, reflects your professionalism, and strengthens your long-term vision. When approached thoughtfully, your business name becomes not just a label, but a powerful asset.
Are you starting a business and unsure what you should name it? Our signature 90-Minute Brainstorm Session is designed to help you gain clarity, direction, and confidence as you launch.
During this focused session, we work together to develop ideas and strategies tailored to your goals. Whether you are in the planning stage or preparing to launch, we provide practical guidance and strategic insight to help you move forward with purpose.
BOOK A CALL WITH JILL to learn how a brainstorm will work for you.
Here is what a happy client has to say about our 90-Minute Brainstorm Session:
“I was struggling to come up with a name that I loved for my start-up business. Her work with me in the creative process was invaluable. Jill was equally instrumental in helping me secure the domain for my business and went even further by providing me with a checklist of next steps in setting up my business. Jill is organized, intuitive, creative, strategic, and listens to exactly what it is you are looking for.”
— Dr. Ostrov
