How to Choose a Business Name That Doesn't Suck
A great business name is memorable, easy to spell, available as a domain, and gives some hint of what you do. A bad business name is everything else. No pressure.
Start with brainstorming rules: generate 50+ names before evaluating any. Combine words, use metaphors, try foreign languages, play with suffixes and prefixes. Quantity leads to quality. Use a thesaurus, a rhyming dictionary, and a naming AI tool.
The availability check: before falling in love with a name, verify that the .com domain is available (or at least a good alternative like .co or .io), it's not trademarked (search USPTO.gov), social media handles are available, and it doesn't mean something embarrassing in another language.
Types of business names that work: descriptive (General Electric — tells you what they do), invented (Google — unique and ownable), metaphorical (Amazon — huge, everything), founder-based (Goldman Sachs), and acronyms (IBM — if you're already famous).
Descriptive names are easy to understand but hard to trademark. Invented names are hard to remember initially but highly ownable. The best names balance clarity with distinctiveness.
Length matters. Shorter is almost always better. Under 3 syllables is ideal. If your name is hard to pronounce, spell, or remember, people won't refer you. The 'radio test' — can someone hear your name and find you online without asking how to spell it?
Don't be too literal or too clever. 'Bob's Accounting Services' is boring but clear. 'Quantum Fiscal Dynamics' sounds impressive but means nothing. Find the middle ground.
Avoid trends. Names with 'ly,' 'ify,' or 'io' felt fresh in 2015 but now feel dated. Your business name should feel timeless, not trendy.
Test with real people. Say the name out loud in conversation. Type it in a text message. Put it on a business card mockup. Does it feel right? Does it represent the business you're building?
Remember: the name matters less than what you do with it. Apple is a fruit. Amazon is a river. Nike is a Greek goddess. The brand was built after the name was chosen.