Starting a new business is exciting—and stressful. Among the endless decisions you have to make, one of the biggest early ones is picking the right name. It sounds simple, but finding a name that’s smart, memorable, available, and future-proof can feel overwhelming fast.

If you’re stuck or just starting out, this guide breaks down how to brainstorm business names that actually work—without spinning your wheels or ending up with something you regret later.

Let’s get into it.

1. Understand What a Good Name Needs to Do

Before you start tossing around ideas, you need a clear target. A good business name should do a few key things:

• Be memorable: Easy to say, easy to recall.

• Be relevant: Hint at what you offer or what vibe you bring.

• Be unique: Stand out from competitors.

• Be flexible: Allow room for growth.

• Be available: You need a matching domain and social handles.

If the name nails most of these, you’re on the right track.

2. Get Crystal Clear on Your Brand

You can’t find the right name if you don’t know who you are as a business. Spend some time answering basic brand identity questions:

• What do we sell?

• Who are we selling to?

• What makes us different?

• What’s the feeling we want people to have about us?

If you’re starting a law firm, you might want a name that sounds trustworthy and solid. If you’re opening a new ice cream shop, you might want something fun and whimsical. The type of business you’re building sets the tone.

Write down adjectives that fit your brand personality: bold, playful, elegant, rugged, etc. These will help steer your brainstorming later.

3. Choose a Naming Strategy

There’s no one way to name a business. Some common strategies include:

• Descriptive: Clearly says what you do (e.g., General Motors, The Home Depot).

• Evocative: Suggests a feeling or idea (e.g., Patagonia, Amazon).

• Invented: Made-up words (e.g., Google, Kodak).

• Founder-Based: Uses the founder’s name (e.g., Ford, Ben & Jerry’s).

• Acronyms: Shortened forms of longer names (e.g., IBM, UPS).

• Compound words: Mashes two words together (e.g., Facebook, SnapChat).

Picking a strategy upfront helps narrow your focus.

4. Start the Raw Brainstorm

Now it’s time to let it rip. Here are the ground rules:

• No idea is bad (yet).

• Write everything down.

• Don’t self-censor.

• Push past the obvious.

Use different techniques to spark ideas:

Word Dump

Pick a starting word related to your business and riff off it. Write down every related word you can think of—synonyms, metaphors, feelings, colors, places, anything.

Example for a coffee shop:

Coffee, beans, brew, steam, mug, cozy, sunrise, warmth, buzz, roasted, morning, perk, caffeine, awake, aroma, café, sip…

You might land on a name like Morning Perk or SteamHouse without even trying too hard.

Word Pairing

Take two unrelated or semi-related words and smash them together.

Example:

Steam + Vault = SteamVault

Sip + Peak = SipPeak

This is how you get names that feel fresh but still connected to what you do.

Metaphor Hunt

Think about what your business represents symbolically.

For instance, if you’re starting a fitness coaching brand, maybe you represent “growth,” “transformation,” or “strength.” What metaphors tie to those?

Phoenix, summit, forge, roots, wings…

You might end up with Summit Strength or Forge Fitness.

Naming Agency

If you feel stuck, hire a brand naming agency. These agencies can shake up your thinking and give you fresh angles—and are a sure shot way to get the perfect name for your business.

5. Create a Shortlist

Once you have a giant messy list of names, it’s time to cut it down.

Filter with these criteria:

• Is it easy to say out loud?

• Is it easy to spell?

• Does it sound good when you say it fast?

• Is it too close to an existing brand?

• Does it make sense for your industry and audience?

Trust your gut here. Some names will feel right. Some will sound weird once you picture them on a website or business card.

Aim to narrow down to 5–10 names you feel good about.

6. Test Your Favorites

Before you get too attached, put your top picks to the test:

Say It Out Loud

Pretend you’re answering the phone:

“Hello, thanks for calling [Business Name]…”

Does it sound natural, or is it clunky? Names that are hard to say quickly can be a pain down the road.

Ask for Reactions

Get quick gut reactions from people you trust—and from people in your target market. Don’t ask them to pick their favorite; just ask what pops into their head when they hear it. Look for unintended associations you might have missed.

Google It

Check if anything shady or weird comes up when you Google your name idea. You don’t want your brand to get confused with something terrible.

Domain and Social Handle Check

Is the .com domain available? What about Instagram, X (Twitter), Facebook, TikTok usernames?

You might need to get creative: if [name].com isn’t available, you could add a word (e.g., get[name].com, [name]co.com, etc.).

But if a domain is taken by an active business, you should probably move on. Websites like www.godaddy.com, www.namecheap.com are helpful to check for domain availability.

7. Check for Trademarks

This part is tedious but essential: make sure your name isn’t already trademarked in your country, especially if you plan to scale.

In the U.S., you can search the USPTO (United States Patent and Trademark Office) database. In other countries, look for their trademark search websites.

If you skip this step and launch under a name that’s already trademarked, you could face legal headaches—or even be forced to rebrand later.

8. Make Your Final Pick

After all that work, you should have a clear winner—or at least a clear front-runner.

Pick the name that feels:

• Right for your brand identity

• Easy for customers to remember and spell

• Available across major platforms

• Free from legal issues

Trust your gut, but back it up with the research you’ve done.

9. Lock It Down

Once you’ve decided:

• Buy the domain name(s) immediately.

• Grab social handles, even if you’re not launching them yet.

• File a trademark if you’re serious about protecting the name.

You don’t want someone else swooping in while you’re still setting things up.

Wrapping Up

Brainstorming a business name can feel like an emotional rollercoaster. One minute you love an idea, the next minute it feels wrong. That’s normal.

The key is to treat it like a real process—not just sitting around hoping inspiration strikes. Structure your brainstorm, test your ideas smartly, and trust that the right name will rise to the top.

And remember: a good name helps, but it doesn’t guarantee success. Your business will ultimately be defined by the value you deliver, not just the word on the door.

Still, the right name makes everything easier. It’s your first impression, your story, your brand’s heartbeat.

So take the time to do it right.