Introduction: How to Choose the Name of Your Business
Choosing a name for your business.
This is something that I see a lot of people struggling with.
For example, I see a lot of people asking for help in choosing the name of their business in FB groups.
And I understand that struggle.
When I started my first online business 7 years ago, I spent a long time trying to come up with the perfect name.
I spent days, weeks, month agonizing over the name of my business.
What I’ve learned since then is that choosing the name of your business doesn’t have to be that difficult.
So let’s get started and take a look at how to choose the name of your business!
How important is the name of your business?
First, let’s take a look at the importance of your business name.
Here’s what you need to know.
In general, nobody cares what the name of your business is.
People don’t buy from you based on the name of your business.
They buy from you based on a host of other factors, such as:
- Whether or not they trust you
- Whether you provide solutions to the problems that they have
- What people they trust say about your business and your products or services
- Whether or not your solutions are offered at a price they can afford
- Whether you provide quality customer support to back up your products and services
These are some of the factors that people care about far, far, far more than they care about the name of your business.
How about some examples?
First, let’s take a look at a big company.
What the heck is a Google?
They just made the name up.
But it works.
Not because the name makes any sense or because the name is related to the service that they offer.
It works because people like the product that Google provides.
They don’t care that the name makes absolutely no sense whatsoever.
Now let’s take a look at another company.
That company is PorkBun.
Based on the name, you might think that PorkBun has something to do with food.
But they don’t.
They’re a domain register for website domain names.
And if you look at online reviews, you’ll see that people absolutely LOVE PorkBun.
(I’m a PorkBun customer and I love them as well!).
Similar to Google, there is no connection between a porkbun and a domain register.
But nobody cares.
What they care about is that PorkBun provides a service that people want.
They do it at a quality price and they have quality customer service.
That’s what people care about.
The Two Factors to Consider When You Choose the Name of Your Business
Now let’s take a look at two factors to consider when you choose the name of your business.
1) Choose a Name That’s Easy to Remember
The first factor that you should consider when you choose the name of your business is whether or not it’s memorable.
Look at my two examples above: Google and Porkbun.
Even though the names aren’t related to the focus of the businesses, they work because they’re easy to remember.
You want the name of your business to be memorable for two related reasons:
- Having a memorable business name makes it easier for people to find yoru business when they need/want to.
- Secondly, having a memorable name makes it easier for people to tell others about your business. The last thing you want is for someone to tell a friend: “I found this great business but I don’t remember the name of it so I can’t show it to you”.
So the first factor to consider when you choose the name of your business is whether or not it’s easy to remember.
2) Choose a Name That’s Related to Your Business
The second factor that you should consider when you choose the name of your business is whether or not it’s related to your business.
Now you may think that this contradicts what I wrote above re: Google and PorkBun.
But my point above was that it’s not essential for you to have a business name that’s related to your business.
But it can certainly help.
And there are cases where having an unrelated name can hurt you.
For example, if you have a blog in which you give parenting advice, you don’t want your website to be called DogAdvice.
That’s going to really, really confuse people.
They’re going to come to your website expecting advice on how to deal with problems with their dog.
And instead they’re going to find parenting advice on how to raise children.
So the second factor to consider when you choose the name of your business is whether or not the name is related to your business.
Choosing the Name of Your Business
So let’s put this all together and help you choose the name of your business.
1) Brainstorm a list of potential business names.
I would suggest coming up with a list of about 10-20 potential business names.
2) Check and see which names are available.
The website that I like to use is DomComp.
What I like about DomComp is that it shows you:
- whether the name is availble by various domain extensions (more on domain extensions in a bit)
- how much the name costs to register with various doman registers
3) Pick the name that is the best combination of “memorable and related”.
Chances are, a lot of the names that you came up with in Step 1, are already taken.
But a few of them should still be available.
So pick the one that you feel is the best combination of “memorable and related”.
Do You Need to Use a Dot.Com?
A related issue that I see people strugging with is whtether or not they need to use a Dot.Com extenstion for their business.
In general, a Dot.Com is certainly preferable for a business.
But it’s not 100% essential.
There are plenty of successful businesses that use other extentions such as Dot.Co, Dot.Io, Dot.Live and many others.
Want some examples?
- Be.Live (web software for live streaming)
- Yodel.Io (business phone system that connects to Slack)
- Internations.Org (networking for expats worldwide
These are just a few examples…there are dozens and dozens and dozens of other.
So if you come up with a website name that you absolutely love but the Dot.Com isn’t available, what should you do?
Here’s my advice.
First, make sure that there’s not an established business using that name (you want to avoid confusion or any legal issues).
For example, as much as you may like the name Amazon for you business, you obviously want to avoid using that as your business name since there’s already a very large and well-established company using it.
A simple google search should tell you if a particular name is being used or not.
If the name you want isn’t being used (lots of people buy names but never use them), then feel free to buy the name and combine it with a domain extention that you like.
A Special Note For Solopreneurs
Lots of soloprenuers want to use their own name for the name of their business (like I do).
But they often find that the Dot.Com version of their name is already taken.
In this case there are two options:
- If the Dot.Com version of your name isn’t being used by an established business (see above), then feel free to use your name with another extension.
- If the Dot.Com version of your name is already being used by an established business, then you can add another word to your name (this can help make the name both memorable and related).
Using my own name, here are some examples for the first option:
Using my own name, here are some examples for the second option:
As you can see, even if your name is already taken, there are still plenty of options for creating a memorable and related name for your business!
Remember that you’re not going for the “perfect” business name.
You just want a decent, workable name.
It really doesn’t have to be any more complicated than that.
Choose a name for your business that’s memorable and related and stop stressing out about finding the “perfect” business name.
So that you can get working on the factors that actually make a difference in the success of your business.