If you are starting a business, naming it often feels easy at first. Then reality kicks in.

Every decent name seems taken. Domains are either unavailable or overpriced. Legal questions start popping up. And at some point, almost every founder asks the same thing:

How much does it actually cost to name a business properly?

The honest answer is that there is no single price. The real cost depends on how much risk, time, and long-term pain you are willing to accept. Below is a clear breakdown of business naming costs in 2025, from DIY to professional naming agencies, with no fluff.

The Real Cost of Naming a Business (By Option)

Most founders take one of four routes. Each comes with a very different price tag and very different consequences.

1. DIY Business Naming ($0 to $50)

This is where almost everyone starts.

You brainstorm ideas, try a few name generators, search Google, and check domain availability. On the surface, it feels free.

What it really costs

• $0 to $50 in tools or domain searches

• Days or weeks of mental energy

• A high chance of picking a weak or risky name

The problem is not that DIY names are always bad. The problem is that they are often forgettable, unclear, or already used in some form. Those issues rarely show up immediately. They show up later, when fixing them is expensive.

This is why so many founders eventually land on pages like struggling to name my business after weeks of frustration.

2. AI Business Name Generators (Free to $100)

AI tools promise speed and volume. Enter a few keywords and you get hundreds of ideas in seconds.

What it really costs

• $0 to $100

• Very little effort

• A very high overlap with existing brands

AI naming tools work from patterns. That means they often produce names that sound similar, generic, or already crowded. They also do not understand legal risk, cultural nuance, or brand positioning.

AI can help with inspiration, but it struggles when availability and originality actually matter. We explain why in why business name generators give terrible names.

3. Freelance Naming Help ($100 to $1,000)

Hiring a freelancer feels like a sensible middle ground.

You get a human involved, some creative thinking, and a bit of structure without agency pricing.

What it really costs

• $100 to $1,000

• Quality varies massively

• Often limited research and validation

Some freelancers are excellent. Many are generalists. The biggest risk here is not creativity, it is incomplete checks. A name that looks good on paper can still fail legally or strategically.

This option can work for side projects or early experiments, but it is risky for businesses planning to grow.

4. Professional Naming Agencies ($1,000 to $50,000+)

This is the most expensive route, and also the most misunderstood.

A professional naming agency combines strategy, creativity, research, and risk reduction into a structured process.

Typical naming agency pricing

• Small agencies: $1,000 to $5,000

• Mid-tier agencies: $5,000 to $15,000

• Large brand agencies: $20,000 to $50,000+

What you are paying for

• Strategic positioning

• Linguistic and cultural checks

• Availability and trademark awareness

• Names designed to scale with your business

At Frozen Lemons, most clients come to us after realizing they do not need a $20,000 agency, but they also do not want to gamble on a name that could cost them more later.

If you are actively comparing options, how to choose a company naming service will help you avoid expensive mistakes.

Why Cheap Naming Often Gets Expensive Later

This part is uncomfortable, but important.

A weak business name rarely fails instantly. It fails slowly.

• You spend more on marketing to explain it

• Customers forget it or confuse it

• Legal issues appear after traction

• You end up rebranding

Rebranding almost always costs several times more than naming it properly in the first place. That includes new domains, design, messaging, and lost momentum.

This is exactly why we often see founders return after trying to do it themselves or relying on shortcuts. If you want to understand those risks clearly, don’t DIY your name lays it out plainly.

So What Is a Sensible Budget for Naming a Business?

Here is the most practical way to think about it.

• Side project or hobby
  DIY or AI tools are usually fine

• Small business with real customers
  Freelancer or small naming agency

• Startup or long-term brand
  Professional naming agency

If the name will appear on invoices, websites, ads, legal documents, and investor decks, it deserves more attention than a quick brainstorm.

Final Thought

The real cost of naming a business is not what you pay upfront. It is what you pay if the name holds you back later.

A good name does not need to sound perfect on day one. It needs to be usable, ownable, and strong enough to grow with your business.

If you are at the stage where naming feels harder than it should, that usually means the name actually matters. And that is exactly when getting help makes sense.

You can explore our naming plans to see which level fits where you are today, or simply use this guide to make a smarter decision. Either way, choosing your name with intention will save you more than it costs.