How do I come up with a business name?

Write one sentence about what you do and for whom, then brainstorm in five styles: your name, what you do, a place, a made-up word and a feeling. Cut the hard-to-spell ones and test the rest with real customers.

How do I check if a business name is taken?

Search your state's business name database, the free USPTO trademark search, the domain and social page names, plus a plain web search.

Should I use my own name for my business?

It builds personal trust and is easy to remember, but it can make the business harder to sell or grow beyond you.

Do I need to register my business name?

If you form an LLC, the name is registered with it. If you work under a name that isn't your legal name, most states require an assumed name or DBA filing. Check your state's rules.

Starting a business

How to name your business (and check it's free)

By the Storyhand Studio team

Your business name goes on your sign, your truck, your website and every card you hand out. Changing it later costs real money. Take an afternoon, follow these steps, and pick a name you can live with for years.

Step 1: Write down what you do and who it's for

Before brainstorming, write one sentence: "We ___ for ___." For example, "We clean homes for busy families" or "We shoe horses for barns across the county." Good names grow out of this sentence.

Step 2: Brainstorm in five styles

Spend ten minutes on each style below and write down everything, even bad ideas:

Your name: "Rivera Roofing." Builds personal trust. Harder to sell later.
Says what you do: "Bright Path Cleaning." Clear right away, and it helps on Google.
A place or feature people know: a landmark, a river, a street, a local plant or animal. Feels rooted.
A made-up or combined word: easy to own and trademark, but needs more explaining.
A feeling or promise: "Steady Hand Painting." Memorable when it fits the work.

Step 3: Cut the list down

Cross off any name that is:

Hard to spell after hearing it once. Say it out loud to a friend and have them write it down.
Too close to a competitor's name in your area.
So narrow you'll outgrow it, like one town or one service you might drop.
Longer than about three words.

Step 4: Check that it's available

Check these before you get attached:

Your state's business name search, usually on the Secretary of State website.
The free federal trademark search on the USPTO website, to make sure nobody has trademarked it for similar work.
The web address (domain). Try the .com first. If it's taken, a short add-on like your trade or "co" often works.
Social page names, so you can use the same name everywhere.
A plain web search, to see who else uses it.

Step 5: Test it with real people

Give your top three names to five people who could be your customers. Ask what kind of business they think each one is. If they guess right, that name is working for you.

Step 6: Picture it on everything

Write the name on a mock business card, the side of a truck and a phone screen. A name that looks great written large can be cramped on a small card or a social profile picture. Long names usually need a short version for the logo.

Step 7: Claim it

Once you've picked it: register the business name with your state (or file an assumed name, also called a DBA, if you'll use a name that isn't your legal one), buy the domain, and claim the social names the same day. Then it's time for a logo. See what a logo and website cost.

Free naming worksheet

Copy this into a notebook or a note on your phone and fill it in:

We ___ for ___.
Three words customers would use to describe us at our best: ___, ___, ___.
Names with my name: ___
Names that say what we do: ___
Names from a place or feature: ___
Made-up or combined words: ___
Names with a feeling or promise: ___
Top three: ___, ___, ___
State name search clear? Trademark search clear? Domain free? Social names free?
What five customers guessed for each name: ___