An unconventional guide to naming your new business

When starting a design business, deciding on a name can be a challenge. The idea of entrepreneurship might come unexpectedly, and an impulsive desire to start immediately can be strong. Many founders even begin brainstorming business name ideas before they finalize their services.

However, a business needs a name. Knowing what services to offer and the desired aesthetic is important, but without a name, progress can stall. Observing other business names can help, since they show how different approaches work across industries.

Many new business owners turn to online searches for guidance, looking at name generators and articles promising easy steps or top tips. However, sometimes these resources fall short, leaving one at a loss. The goal here is to provide a fresh perspective on naming a new business. Some entrepreneurs focus on company names used by successful brands as inspiration.

Here’s a different approach to naming a new business.

Table of Contents:

1. 1. Should one use their own name, or not?
   2. How to name a new business.
   3. Make sure the name can (and should!) be used.
   4. Starting a business? Here’s a new-biz checklist.

Should one use their own name, or not?

Observing other business name patterns and considering their origins can be a starting point. Many solopreneurs, bloggers, and small business owners in various industries use their own names. Other admired brand names are more abstract. The choice often comes down to one of these directions.

Using one’s own name

For some in an industry, using their name is suitable. For others, it might not be. Reasons could include a name that doesn’t flow well, isn’t memorable, or has an unappealing written aesthetic. However, a personal name could be perfect for a brand. The process of deciding often starts with asking how to come up with a business name that feels authentic.

The upside of using a personal name:

1. It’s unlikely anyone else is using that exact name for their business (though not impossible). If they are, a middle name or initial can provide distinction.
2. It scales with the business. If a business is named “Wildflower Web Design” and later expands to offer branding or personal coaching, the name might need to change multiple times. Using a personal name avoids this.
3. Familiarity with one’s own name throughout life makes it unlikely to become tiresome. It’s also timeless.
4. For building a personal brand, a personal name is ideal.

The downside:

1. A common name (e.g., John Smith) might lead to confusion with other businesses online.
2. Adding team members later can be complex. Emails like steve@johnsmith.com are not ideal, but not a deal-breaker — just something to consider.

Using an abstract name

Abstract names can be fun but challenging to conceive and easy to overthink. However, the process doesn’t always need to be taken too seriously. Looking at various company name ideas can spark creativity without overcomplicating the process.

The brand name itself might not be the most important factor; the brand’s essence is. Consider Apple, for example.

An initial reaction to a brand named “Apple” might be dismissive. Yet, Apple is a household name, proving that such a name can be highly successful. This shows that good business names don’t always need to be descriptive — they just need to resonate.

This suggests that as long as a name isn’t offensive, it can be chosen freely, because the name itself may not matter as much as what the brand represents and the quality of its services and products.

If one finds themselves in a similar situation, here’s a suggested process:

How to name a new business

Many creative approaches exist for naming a business. This is one method that has proven effective:

1. Go old school. Use a notebook and a pen.
2. List broad interests. Think “Forest, Mountains, Animals, Birds, Yoga,” etc. Be broad.
3. Get specific. For each broad word, list every related word that comes to mind. For “Forest,” one might write “Trees, Pine, Oak, Cedar, Leaves, Grove, Jungle, Woods.” Continue for all main words until the page is full. Write down everything without holding back.
4. Get creative. Cross off disliked words, circle those liked (or even partly liked), and try matching them.

This process is a proven method for those asking themselves how to name a business without relying solely on online generators.

Unsure about your visual vibe? A free quiz can match you with a Squarespace website template that fits your brand’s unique style — think moody, romantic, minimal, bold, or sophisticated. It’s quick, fun, and surprisingly accurate.

Add an industry word. Once appealing combinations are found, add a word describing the industry. “Creative” can cover many offerings and sound good.

Here are some example industry words:
Company, Media, Creations, Copywriting, & Co, Publishing, Design, Digital, Studio, Solutions, Creative Solutions, Shop, Workshop, Management, Consulting, Tutorials, Boutique, etc.

Following a “Forest” exercise, names like Woodland Media, Wildwood Media, Tree House Studio, and Jungle House Media might emerge. While these might not be the final choice, they illustrate how many business names ideas can reflect personal style and personality.

Tip: Avoid picking a favorite yet. The next step is to verify if the chosen name can be used. Proceed to the next phase with about 5 names that would be acceptable.

Make sure the name can (and should!) be used

Once you’ve identified potential names, it’s essential to run checks before using them on your website, social media, or marketing materials. This ensures the name can and should be used.

Check if the name is taken. If you haven’t already, do a deeper search. Google the name to make sure no one else — especially in your industry — is using it. The goal is to stand out, not compete. Many entrepreneurs try to find cool business names that aren’t overused.

Check social media platforms like Instagram to see if the name is already in use. Consistency across your website and social media is key.

Look into trademarks and copyrights. Search for trademarks that might prevent you from using the name. In the US, use the United States Patent and Trademark Office database. For other countries, look for their official trademark search engines.

Check for copyrights as well. Companies may copyright names or slogans. While you can do this yourself, it’s a good idea to consult resources, such as blog posts from legal firms, for guidance.

Be sure the name isn’t offensive. This is both a moral and legal consideration. Avoid names that could be offensive, embarrassing, or cringeworthy. Double-check for:

1. Unintended acronyms (e.g., “Sunshine Coast Art and Branding”).
2. Design legibility — some fonts can make the name look awkward or unclear.

For entrepreneurs with limited budgets, focusing on small business name ideas can help narrow the choices while keeping the brand professional.

Choosing a business name is challenging, but don’t let it delay your launch. Set a time limit (24 hours works well) and move forward. The name can always be changed later if needed. Many tools online allow you to create a business name quickly, but the best results often come from your own creativity.

Starting a business? Here’s a new-biz checklist

Once you’ve chosen a name, here’s a quick checklist to get started:

1. Check domain and social media availability.
2. Register a domain.
3. Legally register the business (LLC, sole proprietor, etc).
4. Write a short bio/about section.
5. Choose brand fonts and colors.
6. Create a logo.
7. Set up social media profiles.
8. Build a website using templates for a quick start.