A lot goes into naming your first business. Some business owners will even tell you that it’s a lot like naming your first child, as you want it to feel right and make sense as part of the business’ identity. After all, this is something you’ll have to say, print, write, and talk about for many years to come.
While you may feel a lot of pressure when it comes to picking the perfect name for your business, remember that you do have some flexibility. You can always change the name of your business later or file for a trade name (often referred to as a ‘doing business as’ or a ‘DBA’) if you need to.
But finding the right name from the start is equal parts rewarding and helpful, as it’ll save you from a lot of administrative work and going through the renaming process again at a later date. So, consider this your guide to finding the right name for your business.
Follow these steps when naming your business
Business names are often kept short, typically between one and four words, but you’ll need those words to tell customers what your business is doing. Take companies like Takealot, Nike, Apple, or Zoom, while their names may only be one word, they’ve combined it with a great brand making those words a complete brand identity.
Fortunately, it isn’t necessary for you to fit your entire brand identity into one word, but it does show how much power can come from a great name.
1. Brainstorm and ideate
A good old-fashioned brainstorm is a great place to start, as you’ll need to come up with a lot of ideas before landing on a name that feels right for your business.
A good business name will be:
- Memorable
- Easy to pronounce
- Unique
- Representative of your brand’s identity
When working on finding a name that meets that criteria, be sure to reflect and ask yourself the following questions:
- Where were you when inspiration struck to start your business?
- What are some people, places, or things that are meaningful to you and your business?
- Are there specific people who inspired you to start a business?
- What do you want your business to be known for?
- What are the pain points that you want to solve for your customers?
These questions can help to get the creative juices flowing and help you to start finding possible business names. However, if you still need some help ideating, there are a number of tools online:
While these can help you come up with some ideas, name generators often require you to enter a few keywords that you’ll want included in your business’ name. So, be sure to reflect on those questions first so you’ll know what direction you’re heading in.
2. Research
After you’ve come up with a few possible names for your business, you’ll then need to make sure that the names are available for you to use as using a duplicate name can violate trademarks and cause confusion for customers. Thankfully, there are several resources available where you can check the availability of any business names you may be considering:
- CIPC has a database which you can search to see if a business name is already registered in South Africa.
- CIPC Trademark Search uses a database where you can search trademarks to see if your potential business names are already registered. This is important as using a trademarked business name could result in a lawsuit.
- Domain names: Once you’ve landed on a perfect business name, you’ll want your domain name to match. So, before you lock in your business name, start by typing in the URL you’d use for your business, and if nothing comes up then it could still be available. To make sure though, check with a domain registrar, like Afrihost, Domains, or Web4Africa, and see what owning the domain name will cost.
- Social media: Similar to your domain name, you’ll also want to make sure the social media handles that match your business name are also available.
- Google search: Lastly, so you know what is associated with your business name, it’s important to do a straightforward search of your business name to see what comes up.
If you’ve found a business name that you feel is the right fit for your business and has passed the necessary checks, then you’re ready for the final step.
3. Question and compare
Settling on a name for your business is a big decision, and you’ll want to be sure that you’ve chosen the right name. This will either help you narrow down your options or confirm that the name you’ve settled on is the right choice.
Start by repeating the name of your business out loud, and ask yourself, do you still like them, can you picture the names on business cards or company merchandise, and can you see it on a website?
It’s also wise to ask friends, family, industry peers, and other trusted confidants what they think of the business names you’ve come up with. They’ll be able to provide objective insights you may not have thought of, and it may help reveal a clear winner.
But, at the end of the day, choosing a name for your business comes down to you, as it’s your company, just make sure you’ve considered all your options.
Finding the right business name
Some small business owners have been lucky enough to know right away what they were going to name their company, while others may have had to take some time before the right name came to them. Whatever camp you’re in, just know that with a little brainstorming and some workshopping, you’ll find the perfect name for your business that ticks all the boxes.
Quickbooks is a proud National Partner of the NSBC