How to Name a Business

A business name has to work in language, in the market and online. Treat domain discovery as part of naming—not as an afterthought.

Start with positioning

Write down the audience, category, desired personality and ideas the name should avoid. Generate across several naming styles instead of producing fifty versions of one concept.

Shortlist with constraints

Check pronunciation, spelling, distinctiveness, domain options and obvious legal conflicts before falling in love with a name.