Selecting Your Business Name

Depending on the nature of your business, you may choose different directions for your business name. If you establish a personal brand where your expertise will be central to the offering, you may consider including your name in the business name. 

Here are a few things to consider when choosing a business name: 

Is it descriptive of what you do?

While you can choose to use a name that is not associated with your offering, it can be more challenging to establish a brand related to a generic word without a massive budget. I also advise my clients to avoid using acronyms in their business names as they are not memorable and can create brand confusion if you use a full business name and acronyms interchangeably. 

Does the business name already exist?

Spend some time doing some research to make sure that there is not an existing business with the same name. If someone is already using a name, you cannot legally use it. The name of your business can't be the same as or very similar to an existing corporate name or trademark. 

You can start by searching the internet for company names and go to government resources for additional searches. For example, if you are in Canada, you can search on the Government of Canada website for the Nuans - Corporate name and trademark reports database. 

Is the online domain available for the name? 

Search to see if that name's domain name (the online URL) is available. You can use a tool like GoDaddy.com to do a quick search. In some cases, the URL may be available but is already owned by someone, so there could be an additional cost to secure the name. 

I suggest buying both the .com and .ca URL versions if available. I also advise securing your personal name, even if you are not naming your business, to include your name as you can re-direct the unique URL to your business. If someone searches for your name, they will still be sent to your business.

Are the social media handles available?

Similar to checking for domain names, check to see if the social media handles for your business name are available on popular social media platforms like Facebook, Instagram, and LinkedIn. 

How does the name land with your potential clients? 

Test names with friends and family and, ideally, your potential clients. Sometimes you think a name is perfect, and you will get feedback that indicates otherwise. It can take several attempts to develop the perfect name so keep persevering!