Business & Finance

How Do You Come Up With a Business Name That Isn’t Already Taken?

How do you come up with a business name that isn't already taken?
Photo: Canva

In the vast entrepreneurial landscape, one of the first and most critical steps in starting a business is choosing a unique, catchy, and meaningful name that isn’t already in use. A compelling business name lays a strong foundation for your brand identity, distinguishes you from competitors, and can be a crucial factor in your business’s success. This article will provide an in-depth guide on how to create such a name, with practical examples to illustrate each step.

5 Steps to Come Up With a Business Name That Isn’t Already Taken:

1. Understanding the Importance of a Unique Business Name

Before we dive into the process of creating a business name, it’s important to understand why a unique and compelling name is crucial. Your business name is often the first thing potential customers interact with and, as such, it helps shape their first impression of your company. A unique name can help communicate what your business stands for and can differentiate you from your competition.

Consider the tech giant ‘Apple’. While it’s a common word, its use in the technology sector was unique and distinguished the company from its more technically named competitors like IBM and Microsoft. The name helped Apple stand out and suggested a user-friendly, accessible approach to technology.

Related: How Do I Create a Startup Business Plan?

2. Brainstorming Business Names

The first step in creating a unique business name is brainstorming. This is an uninhibited process, where the goal is to generate as many names as possible, without worrying about feasibility. Here are a few strategies:

  1. Keyword Association: List down keywords associated with your business. For example, if you’re starting a bakery, keywords could include ‘fresh’, ‘homemade’, ‘artisanal’, ‘bread’, ‘cakes’, etc. Now, try to combine these keywords or associate them with other words to form potential business names. ‘FreshBake’, ‘ArtisanBreads’, ‘HomemadeHeaven’ could be a few examples.
  2. Made-up Words: Consider creating entirely new words. For example, Google’s name is a play on the mathematical term “googol” and reflects its mission to organize the seemingly infinite amount of information on the web.
  3. Acronyms: Using the initials of a longer name can result in a catchy, easy-to-remember business name. For example, ‘IBM’ is short for ‘International Business Machines’.
  4. Portmanteaus: This involves blending two or more words to create a new one. For example, ‘Groupon’ is a portmanteau of ‘group’ and ‘coupon’.

3. Validating Your Business Name Ideas

Once you’ve generated a list of potential names, it’s time to validate them. This involves several steps:

  1. Legal Checks: Ensure the names aren’t already trademarked. In the US, you can use the United States Patent and Trademark Office’s (USPTO) online database to do this. You should also check if the name is available as a business entity in your state’s secretary of state database.
  2. Domain Availability: Check if the corresponding domain name is available. Websites like GoDaddy and Namecheap can help with this. If your preferred ‘.com’ domain isn’t available, consider other extensions like ‘.io’ or ‘.net’, or variations of your business name.
  3. Social Media Handle Availability: In today’s digital age, having consistent social media handles across platforms is important. Tools like Namechk can help you check the availability of your desired handle across various platforms.
  4. Testing Name with Potential Customers: Finally, get feedback from potential customers. Does the name resonate with them? Is it easy to pronounce and remember?

Related: How to Write a Business Plan (Template + Step-by-Step Guide)

4. Finalizing Your Business Name

Once you’ve validated a shortlist of names, it’s time to make the finaldecision. This involves considering factors like:

  1. Brand Alignment: Does the name align with your brand’s identity and values? If you’re launching a luxury watch brand, for example, a name like ‘Eternal Timepieces’ might be more fitting than ‘QuickClocks’.
  2. Future-Proofing: Does the name allow for business growth and expansion? If you’re starting a local coffee shop but have plans to expand into broader food services, a name like ‘Joe’s Coffees’ might be too limiting. ‘Joe’s Eats & Brews’, on the other hand, allows for future expansion.
  3. Intuitive and Easy: Is the name easy to pronounce, spell, and remember? A name that’s too complicated or cryptic could deter potential customers.
  4. Emotional Appeal: Does the name evoke the desired emotions or associations? A kids’ clothing brand might opt for a playful, fun name, while a cybersecurity firm would want a name that conveys security and reliability.

5. Trademarking Your Business Name

Once you’ve selected your business name, it’s recommended to trademark it. Trademarking provides legal protection against others using your business name, or a name confusingly similar to it.

In the U.S., you can file a trademark application with the USPTO. The process involves:

  1. Trademark Search: Before filing your application, conduct a comprehensive search on the USPTO’s database to ensure no one else has already registered an identical or similar mark for the same or similar products or services.
  2. Filing Your Application: You can file your application online through the USPTO’s Trademark Electronic Application System (TEAS). The application requires details about your business, your proposed trademark, and the goods or services you’re providing.
  3. USPTO Review: Once your application is filed, a USPTO examining attorney will review it. If they identify any issues or grounds for refusal, they’ll issue a letter explaining the issues.
  4. Publication for Opposition: If there are no issues, or once any issues have been resolved, your mark will be published in the Official Gazette, a weekly USPTO publication. This allows anyone who believes they would be damaged by the registration of your mark to oppose it.
  5. Trademark Registration: If there’s no opposition, or if you successfully overcome an opposition, your mark will be registered.

Remember, trademark registration isn’t a one-time event. You’re required to file specific maintenance documents to keep your registration alive.

Also Read: How Can I Start a Business with Little Capital?


Choosing a unique business name is an exciting and critical process in your entrepreneurial journey. It requires creativity, strategic thinking, and thorough validation. While it can be challenging, the right name can set the stage for your business’s story, drive customer interest, and stand as a powerful symbol of your brand in the marketplace. With the steps outlined in this guide, you’re well-equipped to create a name that’s not just unique, but also deeply resonant with your business’s mission and values.

To Top