What’s in a name?

August 16, 2014

Updated June 14, 2026

The name of your company is one of the most important decisions in starting your business. It’s obvious when you hit on a great name — memorable, distinctive, and immediately inspired. It’s equally obvious when someone has dropped the ball.

Your business name is the first thing someone hears when you talk about your company. You want it to make an impact and not be forgotten. You want it to walk the line between obvious in meaning, but witty and enduring.

A few things to consider:

Originality – Be inspired by other great names, but don’t copy them. Try to come up with something that has meaning to you and to your business, but also speaks directly to your audience. Always look at what your competitors have done and make sure yours is better.
Easy to remember and spell – The trend in recent years is to invent new words when naming a company. Sure, it might be original — and it can help with URL and trademark availability — but if no one can remember how it’s pronounced or spelled, it’s a flop. Try out your new business name on a few friends before committing. If they ask you to repeat it, or struggle to spell it back to you, that’s useful information.
Imagery – In graphic design, we wish more entrepreneurs kept this in mind. The best company names conjure an image immediately. Take three names: “Design Tent,” “Tea Garden,” and “Firebird Bar and Grill.” Images come to mind instantly. That’s human nature, and it helps enormously with memorability. It also gives a designer something to work with. Contrast that with “KL Plumbing” — KL might be the owner’s initials, but what does it say to the audience? What image does it conjure? Missed opportunity.
Audience – Name your company with your audience in mind. Who are they? What’s their age range, culture, background, and location? What would resonate with them, and what might put them off? Always let your target audience guide your decisions.
Longevity – Your company name should never be based on a trend or include a date. We all know a company that painted itself into a corner with a name that made perfect sense at the time. Don’t be that company.
Wit – Depends on your industry and your personality, but if the name of your company makes someone smile, they’ll remember it. Worth considering.
Availability of trademark – Depending on the kind of company you’re developing, you may want to look into trademarking your logo and company name. Originality helps. This is worth a conversation with a trademark attorney before you get too attached to a name.
Availability of URL and social handles – When you’ve settled on a name, check immediately whether the URL is available — and do the same for your key social media handles. In 2026, securing a consistent name across platforms matters as much as the domain. The shorter and simpler the better — easier to spell, easier to remember, easier to find. If the URL or handles for your preferred name are already taken, keep thinking. A thesaurus is your friend here.