Before you start your business, you need to name it. We’re here to help you. Check out these tips for naming your small business.
Where should you form your LLC?
Answer these quick questions to find out.
Your Industry
Every industry has its own language, best practices, and expectations. Take stock of how other companies in your industry are named. Do they lean toward simple or complex? Are they named after individuals? Knowing your competition and doing some market research lets you see opportunities to stand out.
Your Solution
What problem does your business solve? Writing this down on paper will better help you pinpoint it. Your business undoubtedly solves multiple problems. Ranking them in order of importance can help give you ideas of how to incorporate your solution into your business name. Plus, getting clear on your business’s solution is crucial for all your marketing and sales activities.
Target Audience
Whose problem does your business solve? You need to define a target audience. There’s a saying in marketing - if you’re talking to everyone, you’re talking to no one. Knowing your audience can help inform your business name. Think about how you want your target audience to feel when they hear the name of your small business. Different audiences will have different interpretations and expectations.
Brand Personality
Give your business human characteristics. Every business has a brand. Do you want yours to be serious or funny? If it’s funny, is it silly, sarcastic, or whimsical? The more specific you can get, the better.
Pricing can also influence your brand personality. Is it premium, standard, or economy?
Legal Requirements
There are legal requirements for certain industries. For instance, unless you’re a bank, you’re not allowed to use the word “bank.” Many states specify prohibited words. When you register your LLC, we’ll check your state’s database to ensure your name is legal and unique.
AI Business Name Generator
Trademark Conflicts
You can’t use a business name if someone has already trademarked it. You can do a quick database search on your own. When you file your LLC with us, we perform a name search at the state level. Once in the clear, you’ll want to talk to a professional to ensure you’re not infringing on already registered trademarks.
Cultural Factors
Avoiding offensive or derogatory terms is essential. Searching the internet for your business name ideas can help inform you. Sometimes words we think are innocent mean something different in other languages or settings.
Enjoy the Journey
Naming your business is a journey. Let your mind get creative and don’t forget to have some fun. When you have two or three you think might work, sit with each one for a day to try it on. Once you’re ready, it’s time to start your business!
Is a Fictitious Name the Same as an LLC or Corporation?
They’re different. A fictitious name, or Doing Business As (DBA) allows a business to operate under a name different from its officially registered name. It does not create a new legal entity separate from the first. Both an LLC and a corporation form a legal entity separate from its owners.
Do You Need a DBA?
Answer these quick questions to find out.
When starting a business, you’ll choose a structure: sole proprietorship, DBA, LLC, or corporation. If you choose a sole proprietorship and want to use a name other than your personal one, you’ll likely want to file a DBA. If you choose LLC or corporation, you inherently get to choose a business name. You don’t need to file a DBA in order to name your business.
If you’re already an LLC or corporation, you can also choose to file a DBA. Companies often do this to market a new product or service that may not reflect the original business intent.
FAQs about Naming Your Small Business
Naming your business can be one of the hardest things to do. It sets the stage for your customer’s experience. Keeping it simple and flexible will make it more memorable.
Some guidelines for your perfect small business name:
- Use your name if you’re the main service provider
- Make sure it’s easily pronounced
- Keep it specific to the product or service your business offers
One of the best ways to come up with a memorable and differentiating company name is to be unique! Whatever your business name, it should reflect your brand personality.
- Inject some fun with a pun or play on words
- Change the spelling of a generic word
- Use acronyms
This is a common question for business owners, especially those who are the main service providers. Using your name can be the smart choice for graphic designers, interior designers, artists, consultants, and other common one-member LLCs.
It reinforces your expertise and guidance, giving your business instant credibility. This can be great if you already have a presence in the industry as a speaker or guru. Using your own name can also give you immediate search engine presence if people are going to search for your business by your name.
Using your name for your small business may not be a good idea if you’re building a company you plan on selling. If your goal is to elevate yourself out of delivering the service or product, naming your business something neutral may be a better choice. People who have common names may find search engine results crowded. On rare occasions, you may share the name of a nefarious person, so doing some research is vital.
The best small business names are clear, unique, memorable, and differentiating. You want to make it easy for people to remember who you are and what you do. Ultimately, your name should mirror your values and ethos. Keep in mind that “best” is subjective. One of the great perks of being a business owner is getting to decide what you call your company. It’s the first of many decisions you get to make as your own boss.
The first way to check name availability is to search the internet and social media platforms. Next, check your state’s business name database, usually found on the Secretary of State's website. Then, search the federal trademark database to see if anyone’s trademarked it. A “live” trademark means it’s actively protected. Finally, to be absolutely sure your business name isn’t in use, talk to a trademark attorney.
It’s important to note that someone using your business name doesn't mean you cannot also use it. As long as the name isn’t trademarked, it’s possible to share it. The two businesses must be in different locations and industries. A business can also give permission to someone to use their name. Depending on your company’s goals, sharing a business name isn’t the best situation. Coming up with a unique name will almost always be your best decision.
When you start your business with LLCAttorney, we will register your name as part of the process. If you want to register it on your own, you do so when you form an LLC with your state. Most states require you to register with the Secretary of State, Business Bureau, or Business Agency. The Small Business Administration can be a great resource for those who want to do it themselves. Keep in mind there are many requirements for registering your business, including hiring a registered agent and filing your beneficial ownership information and articles of organization.
AUTHOR
Andrew Pierce
Andrew’s first business taught him a tough lesson—choosing a corporation instead of an LLC cost him countless hours and thousands of dollars to fix. At the time, he didn’t realize there was a difference between the entity types and picked “Inc.” just because he liked the sound of it. It was just one of many mistakes on his entrepreneurial journey, many of which could have been avoided if better resources had been available back in 2012. Determined to help others avoid similar pitfalls, Andrew co-founded LLCAttorney.com with his father, attorney Mark Pierce, to provide accessible information and business formation services. With a background in corporate structuring and a degree in Mathematics and Philosophy, Andrew combines his personal experience and professional expertise to help entrepreneurs succeed.
