Naming your business

Six steps to naming your business

Whether you’re starting a new business or rebranding your business, having the right name is essential.

The right name can help get your business known quickly and in a positive light – it can even attract customers. The wrong name can doom your business, creating the wrong impression and driving potential customers away.

So, getting your business name right is absolutely vital.

Funnily enough, getting your business name right is not just about pulling a name out of thin air. As with everything marketing there should be a strategic approach to it. And if you’re an existing business that’s looking at rebranding or renaming – first consider do you really need to? (More on that here – 6 Questions to Ask Before Rebranding)

If you are not sure how to “come up” with that new name?


Here are six steps to help you name your business.


Step 1 – what do you want to say

Think about the relevancy, uniqueness and credibility you want the name to elicit. What do you want it to communicate?

Usually, people prefer words they can understand and/or relate to. This means, the more your business’ name communicates to your market, the less effort you need to go into to explain it.

Think about your brand.


Step 2 – make a list

Make a list of key words that convey, communicate and reinforce the key elements of your brand.

Feel free to get creative. Look at the meaning of some words and potentially combine the two.

For example “Italiatour”. Now Italiatour is not a word, but you immediately understand what the business is offering (package tours to Italy). Plus, it also evokes an emotional response (who doesn’t get excited about travel???), linking into the brand essence of the business.  So, the name is meaningful and people can easily recognise what's being offered.


Step 3 – choose your preferred three to five options

When choosing your preferred options, think about the names that are:

  • unique and unforgettable
  • easy to spell
  • easy to pronounce and remember
  • going to appeal to your target market
  • connect on an emotional level
  • don’t have an embarrassing obscure meaning (potentially in another language)
  • available online (or have an alternate domain name option)

You can check business name and domain name availability here.


Step 4 – research

Do some market research. Once you have chosen your preferred options (Step 3), find out what your target market thinks.

Ask questions like:

  • What is your first reaction to the name?
  • Which of the names to they prefer most?
  • Why did they choose the name they preferred most?
  • What emotions do the names evoke?
  • What do they like/don’t they like?
  • Will the name influence their decision to do business with you or buy from you?

Step 5 – choose your name

Choose your name based on the above results… AND

  • Which name most accurately aligns with the brand position you have in mind?
  • Which name resonates with your market?
  • Ease of pronunciation (hard to pronounce names means it's harder for people to recommend or promote you)
  • Does your name invoke enquiry and/or demonstrate what your business offers?



Step 6 – tell your brand story

Articulate your brand story.

Pretend someone has asked you “why did you choose that name?”. Can you easily talk to your brand, your story, your why?

If you struggle, consider if the name chosen is the right one. If it’s not, go back to step 1 and start again.

Once you have made your decision, register it via ASIC. You may want to ask your accountant to help you with this.


And then get marketing and start building your business identity, one that lasts as long as you're in business.

If you need help making your marketing happen, lets have a coffee and a chat.

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