Business Name Ideas

5 tips to select and protect your brand's name

The key to creating the “perfect” name—be unique!

Your new name should communicate how your brand is superior or distinct. Market research will help you discover words and attributes that resonate with customers.

The second reason it’s important to have a unique name is so your business isn’t confused with another brand. This situation has the potential to damage your brand reputation and be very costly in terms of search engine optimization and legal battles.*

Naming Practices

While your brand name should be unique, it should also be short, easy to remember and quick to find online. 

Two words or less is ideal. If you go with a longer name, make sure the business can be referred to in one or two words. For instance “Sweet Rapture Confections” would still be recognizable as “Sweet Rapture.”

Think about the future trajectory of your company. If you just sell men’s belts now, but plan to offer hats, gloves, sunglasses and more, consider something like “Brothers Menswear” over “Brothers Belts.”

Be careful with overly creative spellings. For instance, “Dreamer Socks” is better than “Dreamer Sox,” which is better than “Dreamr Sox.”

Avoid extra long names and unnecessary punctuation which are problematic when it comes to website and social media URLs.

You can experiment with online business name generators for initial ideas, but keep in mind, these don’t clear the name legally. Neither do they consider current market trends or the preferences of your target audience(s) which you can only discover from market research.

Search Google

Type your name ideas into the standard Google search. Be sure to try spelling variations and the singular and plural forms as well. Trying Google Image Search may yield additional additional results.

Trademark Search

Search the United States Patent and Trademarks Office to see if your name idea has been trademarked.

Do a secondary search for your proposed name in any of the states where you’ll be conducting business by accessing the USPTO’s State Trademark Information links.

Domain and social media name search

Search sites like for all available domain and social media names. Try to find a domain that has all the common extensions still available (.org, .biz, .net). Also choose a name that is available for consistent use across all social media properties.

For example:


Shop for your domain from sites like, or your current website host. Consider buying all of the most popular domain extensions for your name.


Trademark Your Name

Apply for a trademark at United States Patent and Trademarks Office to protect your unique brand name.

*These recommendations and tools do not guarantee your name will be 100% free and clear to use. This information is provided for informational purposes only, not as legal advice. Contact an attorney to obtain legal advice.

Any example business names used in this post are products of the author’s imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental.

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