What’s in a name? If you’re starting a business, a lot. Your business name can help make or break your new venture – which means you’ll want to choose wisely.
Having a strong company name gives your startup a strategic advantage. It can help you build a recognizable brand, stand out from the competition and get found by potential customers. Take the time to carefully research, register and protect your new business name. Here’s what you need to know.
1. What makes a great business name
When creating a name for your new business, keep in mind:
- It’s best to use memorable and short words that are easy to spell.
- Consider search keywords. How are people searching for your goods or services online? Incorporate some of these words into your business name so that potential customers can easily find you online.
- Describe what your business does. Avoid generic words that don’t communicate what you do or who you serve. For example, “Chicago’s Best Bridal Photography” is more descriptive than “Superior Photography Services”.
- Research website domain names alongside business names, so your website URL can match your business name.
- Use a geographic reference in your name. For example, “Kansas City Pro Plumbers” tells customers where the business operates and makes it easier for them to find you online.
- Try to come up with a few good back-up names in case your first choice is taken.
- Get feedback on your preferred business name from friends, family, customers and other business owners.
“Choosing a business name is an exciting process. You get to begin building your brand and watch your business idea come to life.”
2. How to check if your business name is available
Before you settle on a name, you need to make sure you can register it as your own. Here are a few ways to check to see if your business name is available.
- Use the internet to search for companies using your preferred name. Check domain names too. It will give you a good idea if a name is already in use.
- Use the free Trademark Electronic Search System (TESS) on the United States Patent and Trademark Office website to search for registered trademark names.
- If you plan to operate a form of business other than a sole proprietorship, you may need to search available names with your state database and register your preferred name with the state. To perform a search, visit your state’s Office of the Secretary of State website.
3. Go ahead and register your business name
Once you decide on an available name, you’ll need to register your business with the right government agencies. This will protect your new name from being used by other businesses. Your location and business structure will determine where you need to register your business name. There are three common ways to register your business name:
- 1.Entity name: An entity name is how your state recognizes your business name. Registering an entity name with your state will prevent anyone else in the state from operating with that name, protecting your unique brand. Check with your state for rules about how to register your business name.
- 2.Trademark: A trademark can protect your business name on a national level. It prevents similar businesses around the country from using your chosen name. You might also want to consider trademarking any unique names of your products or services. Learn more about applying for a trademark.
- 3.Doing Business As (DBA): A DBA name allows you to conduct business under a different operating name than your legal business name. It doesn’t offer legal protections, but most states require you to register it if you use one. DBA requirements vary by location and business type, so check with your local government office for more information.
4. How to choose and register a domain name
Once you’ve secured a business name, you’ll also want to register a domain name for your business website. You’ll want to pick a domain name that mirrors your company name to keep your brand consistent and make it easy for customers to find you.
Choosing a domain name can be just as important as choosing a business name. Customers will likely first learn about your business online, making your domain name the gateway to your business. Consider these suggestions when selecting a domain name:
- Incorporate keywords in your domain name to improve your website ranking with search engines such as Google.
- Avoid using a long domain name – keep it short and simple so it’s easy for people to remember.
- Avoid hyphens and numbers.
- Do your homework to make sure the domain name is not copyrighted, trademarked or in use by another company.
A domain name extension can be dot com, dot net, dot info, dot biz or any other recognized suffix. Spend the money to register the most popular extensions associated with your new domain name to prevent a competitor from misdirecting online traffic. For example, you may want to buy dot biz in addition to your dot com name.
Once you’ve decided on a name, find an accredited registrar service to secure your business domain name.
What if your first choice for a domain name unavailable? It’s a long shot, but you can always offer to purchase it from the current owner. Try the ICANN domain name registration lookup tool to find out if the owner information is public. You can then reach out to the domain owner directly and see if they’re interested in selling. If the information is private, try to find their contact information on their website.
5. The bottom line
Choosing a business name is an exciting process. You get to begin building your brand and watch your business idea come to life. And then you can start thinking about the next steps such as funding your business and setting up services like card payment and payroll.
The right name can be a major competitive advantage for your business. Try to pick a name that’s unique, descriptive, and will continue to fit your business for years to come.
