Dos and Don'ts When Naming Your Business

Naming your new business can be an extremely hard process. Whatever name you come up with - it just doesn’t seem right. It’s not creative, it’s not catchy, it doesn’t make much sense or it’s outright stupid. The fact that it’s extremely important for your business won’t make it any easier.

I will try to get you a bit closer to a solution and give you some dos and don’ts when it comes to naming your business. Follow these tips, or at least avoid the don’ts in the second part of the article, and you’ll do just fine.

Dos

1. It should be easy to remember

You want people to remember your company or website name as soon as they hear it? It needs to be catchy and interesting, like Twitter. Therefore, it shouldn’t be too long. No one will bother to remember your 7 word company name, no matter how awesome it is. Keep it simple!

2. Go with a trendy or funny name

This can be quite tricky but in most cases rewarding. It all depends on what business you do and who your clients are. If you’re into IT, media, marketing or fashion business, a trendy or posh name can be only a plus. This is particularly important if your clients are young people. If you’re not creative, let online name generators help you – NameRobot, for example.

3. Listen to your instincts (and friends)

Always put yourself in the client’s position and ask yourself how the name sounds to you. Say it out loud. If it sounds silly, forget about it. Ask your friends for an honest opinion. If the majority says it’s fine, it probably is.

4. Make sure your name is web friendly and available

Always think of creating a business web page first. Make sure that you immediately check if that Internet domain is available. Then, kill two birds with one stone – register a company and buy a domain at the same time. Also, make sure you don’t violate any existing names or trademark rights.

Don’ts

1. Creating clumsy portmanteau words

Today, the most popular business names are those that merge 2 words in one – like Facebook. However, there are numerous combinations that are not as elegant and catchy (or appropriate). Just think of the KidsExchange (yes, it really exists).

2. Using ordinary words that will not be noticed

Just because it’s not wise to use monstrous words, it doesn’t mean you should give your business a passable name that will go unnoticed. People will forget it in a second. Only huge companies can get away with it. If you’re still making your way to success, avoid plain names and be creative. You have to show people that you are unique!

3. You are highly descriptive and literal

Comp USA – The Computer Superstore definitely falls into this category. It’s good when people immediately understand what it is you’re doing, but you don’t have to be so boring. You have to involve and intrigue people, at least just a little bit.

4. Don’t get too creative, though

When I say too creative, I am thinking of ridiculous names that can only end up on a list of worst company names ever. Naming your pet shop Indiana Bones: Temple of Groom can be quite effective, but it’s best to avoid this if you’re not particularly witty.

The same goes for intentionally vulgar names. Would you ever be a client of Cumming Cockburn consulting engineers? Neither would I.

 

[LekshmiGPilllai]

Excellent insights, Miles!
Naming a business truly is one of the trickiest yet most defining steps in branding. Your dos and don’ts provide a practical roadmap—especially the balance between creativity and clarity. I particularly liked the reminder to keep it web-friendly and avoid clumsy word merges that might backfire. A unique name is powerful, but a memorable and relevant one is even better. Thanks for the valuable tips
!

 

[Priyani Gupta]

Thank you for your thoughtful and rather engaging article on the complexities of naming a business. It's refreshing to read content that attempts to demystify a topic often overlooked in its impact and importance. You’ve struck a good balance between practical advice and anecdotal caution—though a few of your points do tread a fine line between helpfulness and generalization, which I’ll touch upon shortly.


To start with the positive: Your structure is commendable. Separating the “Dos” and “Don’ts” was an effective choice, as it clearly guides readers through both encouragement and warning. Your emphasis on memorability, creativity, and digital friendliness is spot-on. In today’s world, where every business needs a strong online presence, a name that is both web-friendly and distinctive is non-negotiable. Your mention of checking domain availability upfront is critical and often forgotten by new entrepreneurs.


You also rightly highlight the influence of client demographics in shaping a business name. A trendy name for a tech start-up targeting Gen Z is a completely different ball game compared to naming a B2B logistics firm. This insight helps readers contextualize your suggestions instead of blindly applying them.


However, moving to the slightly controversial aspect, your approach to “funny” or “trendy” names might be a double-edged sword. What’s trendy today may be passé tomorrow. Remember Vine? Blackberry? In chasing what’s current, businesses risk sounding dated quickly. Humor, too, can be divisive. What one audience finds witty, another might find immature or unprofessional. A pet shop named “Indiana Bones: Temple of Groom” might go viral, sure—but will it build long-term credibility? That depends on the business’s broader branding strategy, which you could have acknowledged more explicitly.


Your critique of overly descriptive or literal names like “Comp USA – The Computer Superstore” is fair but arguably dismissive. Some businesses thrive precisely because they are literal—think “General Motors” or “The Weather Channel.” Clarity can sometimes be more valuable than cleverness, especially for older audiences or B2B environments where credibility outweighs charisma.


Additionally, your example of “KidsExchange” is an amusing cautionary tale, but be cautious of tone. There’s a thin line between constructive critique and ridiculing a real-world brand. Many small businesses don’t have access to professional naming consultants or expensive branding workshops. A little empathy could make your tone more inclusive and less judgmental.


That said, your final warning about names that are “too creative” or “intentionally vulgar” is both valid and necessary. The digital age may encourage shock value, but long-term brand equity relies on trust, not just clicks. Your humorous example of “Cumming Cockburn consulting engineers” (which indeed is real) toes the line of good taste but reinforces your point effectively.


In summary, your article offers genuinely helpful guidance, especially for first-time entrepreneurs. However, tempering some of your humor with a bit more empathy and nuance could elevate your advice from useful to indispensable.

 

[Dhruv Bindhani]

Naming your new business can be an extremely hard process. Whatever name you come up with - it just doesn’t seem right. It’s not creative, it’s not catchy, it doesn’t make much sense or it’s outright stupid. The fact that it’s extremely important for your business won’t make it any easier.

I will try to get you a bit closer to a solution and give you some dos and don’ts when it comes to naming your business. Follow these tips, or at least avoid the don’ts in the second part of the article, and you’ll do just fine.

Dos

1. It should be easy to remember

You want people to remember your company or website name as soon as they hear it? It needs to be catchy and interesting, like Twitter. Therefore, it shouldn’t be too long. No one will bother to remember your 7 word company name, no matter how awesome it is. Keep it simple!

2. Go with a trendy or funny name

This can be quite tricky but in most cases rewarding. It all depends on what business you do and who your clients are. If you’re into IT, media, marketing or fashion business, a trendy or posh name can be only a plus. This is particularly important if your clients are young people. If you’re not creative, let online name generators help you – NameRobot, for example.

3. Listen to your instincts (and friends)

Always put yourself in the client’s position and ask yourself how the name sounds to you. Say it out loud. If it sounds silly, forget about it. Ask your friends for an honest opinion. If the majority says it’s fine, it probably is.

4. Make sure your name is web friendly and available

Always think of creating a business web page first. Make sure that you immediately check if that Internet domain is available. Then, kill two birds with one stone – register a company and buy a domain at the same time. Also, make sure you don’t violate any existing names or trademark rights.

Don’ts

1. Creating clumsy portmanteau words

Today, the most popular business names are those that merge 2 words in one – like Facebook. However, there are numerous combinations that are not as elegant and catchy (or appropriate). Just think of the KidsExchange (yes, it really exists).

2. Using ordinary words that will not be noticed

Just because it’s not wise to use monstrous words, it doesn’t mean you should give your business a passable name that will go unnoticed. People will forget it in a second. Only huge companies can get away with it. If you’re still making your way to success, avoid plain names and be creative. You have to show people that you are unique!

3. You are highly descriptive and literal

Comp USA – The Computer Superstore definitely falls into this category. It’s good when people immediately understand what it is you’re doing, but you don’t have to be so boring. You have to involve and intrigue people, at least just a little bit.

4. Don’t get too creative, though

When I say too creative, I am thinking of ridiculous names that can only end up on a list of worst company names ever. Naming your pet shop Indiana Bones: Temple of Groom can be quite effective, but it’s best to avoid this if you’re not particularly witty.

The same goes for intentionally vulgar names. Would you ever be a client of Cumming Cockburn consulting engineers? Neither would I.

This post, dated August 26, 2014, offers advice on the challenging process of naming a new business. It provides a list of "dos" and "don'ts" to guide entrepreneurs in choosing an effective and memorable name.

---

Naming Your New Business: Dos and Don'ts​

Naming a new business can be a daunting task, as the name needs to be creative, catchy, meaningful, and impactful. The right name is crucial for a business's success, influencing its memorability and public perception.

---

Do's for Naming Your Business:​

1. Make It Easy to Remember: A business name should be catchy, interesting, and short. Long, complex names are hard for people to recall. Think of successful, simple names like "Twitter."
2. Consider Trendy or Funny Names (with Caution): This approach can be rewarding, especially for businesses in IT, media, marketing, or fashion, and when targeting a younger demographic. However, it requires careful consideration of your specific business and client base. Online name generators (e.g., NameRobot) can assist in brainstorming.
3. Trust Your Instincts (and Friends): Always put yourself in the client's shoes. Say the name out loud to gauge how it sounds. If it sounds silly, reconsider. Seek honest opinions from friends; if the majority approves, it's likely a good choice.
4. Ensure Web-Friendliness and Availability: Prioritize checking if the corresponding internet domain name is available. Ideally, register your company name and purchase the domain simultaneously. Crucially, ensure the name doesn't violate any existing names or trademark rights to avoid legal issues.

---

Don'ts for Naming Your Business:​

1. Avoid Clumsy Portmanteau Words: While merging two words can create popular names (like "Facebook"), many combinations can be awkward or inappropriate (e.g., "KidsExchange").
2. Don't Use Ordinary, Unnoticeable Words: While brevity is good, generic or bland names will easily be forgotten. Unless you are a massive, established company, strive for creativity and uniqueness to stand out.
3. Don't Be Overly Descriptive or Literal: Names like "Comp USA – The Computer Superstore" clearly state what the business does but lack intrigue. A good name should involve and slightly fascinate the audience, rather than just stating facts.
4. Don't Get Too Creative (Especially if Not Witty): While creativity is encouraged, avoid ridiculous or intentionally vulgar names. Names that are overly clever (e.g., "Indiana Bones: Temple of Groom" for a pet shop, unless executed perfectly) or offensive (e.g., "Cumming Cockburn consulting engineers") can detract from professionalism and alienate potential clients.