Main > Blogs > How to Name a Business: Creative Tips, Tools, and Examples

04.10.2024

How to Name a Business: Creative Tips, Tools, and Examples

Find the best tips for choosing the perfect business name, and avoid common mistakes in the process. Discover top tools and agencies to support your branding efforts and stand out.

Become a part of us

Together with Borzo, your business will be on a new level of delivery. Become our business partner and entrust us with logistics to achieve great results in India.

To order

Become a client

Become a part of us

Together with Borzo, your business will be on a new level of delivery. Become our business partner and entrust us with logistics to achieve great results in India.

To order

Become a client

Why Your Business Name Matters

1

Business Name Generators and Tools

4

Key Tips for Naming Your Business

2

Mistakes to Avoid When Naming Your Business

3

Brand Agencies to Consider

5

Registering Your Business Name in India FAQ

7

Borzo: Supporting Your Startup Journey

6

Your business name is the first thing people will see and hear—it can make or break the first impression. Does it reflect what your brand stands for? Is it memorable? Will it attract customers?

Coming up with a unique, catchy, and relevant name is no easy feat. Here’s the reality check: 68% of small business owners spend more than three months deciding on a name. You want something that stands out but isn’t too obscure. It should represent your brand but also leave room for future growth. Plus, it has to be available as a domain name and on social media—talk about pressure! But, no worries! With all the tips below, you’ll be well on your way to choosing a name that hits the mark.

Why Your Business Name Matters

Let’s start with the basics—why is your business name so important? Well, it’s more than just a catchy phrase; your business name is your first introduction. It conveys your purpose, values, and promises to customers even before they step into your shop or click on your website.

A clever and memorable name can:

Why Your Business Name Matters - Borzo Blog

Create instant recognition. Just think about Coca-Cola—when you hear that name, you instantly know it’s all about cola, a fizzy drink that many love. The name itself becomes synonymous with the product it represents, making it easier for people to recall and associate positive experiences with the brand.

Tell your brand story. A name like Whole Foods Market immediately gives you a sense of what the company is all about—natural, wholesome products that promote a healthy lifestyle. A name that clearly reflects your brand's values can help potential customers understand your business ethos straight away, without needing further explanation.

Attract your ideal audience. A fun and playful name might hit the right note with your target market. Take Microsoft, for example. Its name cleverly combines “microcomputer” and “software,” making it clear what industry it’s in. For another example, a quirky name like Innocent Drinks gives off a light-hearted, fresh vibe that appeals directly to health-conscious, young consumers.

Enhance marketability. A unique and creative business name can make your marketing efforts more effective. For instance, Nike, inspired by the Greek goddess of victory, perfectly complements its image of sporting success. It gives the brand an aspirational quality, making it easier to market the idea of achievement and strength.

Set you apart from competitors. In a crowded market, your name can differentiate you from others offering similar services or products. A name like Apple stands out in the tech industry, where many companies used to have overly technical names. The simplicity and creativity of Apple helped it distinguish itself from competitors, making it more appealing to the average consumer.

Improve your online presence. Your business name impacts your online visibility. Names that are easy to search for, like Adidas, make it easier for people to find you on the internet. A simple, unique name helps with SEO, making your business more likely to appear in search results when potential customers are looking for related products or services.

Aid in business expansion. A versatile business name allows for future growth. For instance, Virgin started in the music industry but expanded into various sectors, from airlines to financial services, without being limited by its name. Choosing a broad, adaptable name can support future diversification, helping your business scale across different markets or product lines. Additionally, naming your business in English makes it easier for your brand to connect with global markets and expand beyond local boundaries.

In short, your business name sets the tone for everything your company stands for. Get it right, and it could help your business thrive. Get it wrong, and it might hold you back.

Key Tips for Naming Your Business

Naming your business is both art and strategy. Here are some expert tips to help you hit that sweet spot between creative and practical.

Keep It Simple and Memorable

A great business name is easy to remember, spell, and pronounce. If it’s too complicated or long, it might confuse people, making it difficult for them to find or recommend you. For instance, Dropbox clearly conveys the idea of a digital storage space.
Reflect Your Business Values

Your name should resonate with your brand’s mission and values. Take No Nasties as an example; this brand focuses on organic, fair trade, and vegan clothing, implying “no nasty things.”
Make Sure It’s Unique

Before you get too attached to a name, check that it isn’t already in use. You definitely don’t want to pick something similar to a competitor or, even worse, infringe on an existing trademark. Pinterest is a great example of a unique name. It originated from the combination of “pin” — referring to the action of pinning images to virtual boards, and “interest” — signifying the platform’s focus on user interests. This clever blend captures the essence of the platform while standing out in the market.
Think About Future Growth

Choose a name that won’t limit your future possibilities. For instance, a name like "Mumbai Bike Repair" might seem restrictive if you plan to branch out into scooters or open shops in other cities. However, under certain circumstances, names tied to a specific location or product can still work. Brands like Kentucky Fried Chicken managed to expand globally despite the name being region-specific, showing that with the right branding and recognition, even seemingly limited names can achieve wide success. The key is to ensure the name still aligns with your long-term vision.
Test It Out

Run the name by family and friends to hear how it sounds. Can they pronounce it easily? Does it roll off the tongue? You want a name that people can chat about effortlessly, like Slack or Zoom.
Play with Words

Using alliteration (the same sound at the beginning of closely connected words) can make a name more memorable. Think of names like Clean & Clear, KitKat, or Johnson & Johnson. You can also create compound names, such as Netflix, which combines “internet” and “flicks.”
Consider Acronyms

Along with keeping it short and snappy, think about the acronym that might follow when selecting a business name, like BMW—Bayerische Motoren Werke.
Make Geographical Business Names

Geographical names can help link your business to its location, making it easier for local customers to identify you. A name like Central Bank of India provides clear context for those familiar with the area.
Add Your Name to Your Company Name

If you’re aiming to build a legacy for your brand, consider naming it after its founders. Brands like Walmart, Heinz, Philips, and Armani are all great examples of this approach.

Mistakes to Avoid When Naming Your Business

Now that you have some ideas on how to name your business, here are some common mistakes that can trip you up and how to avoid them.

Being Too Literal

It’s tempting to choose a name that directly describes your product or service, but being too literal can limit your business's growth. A name that directly describes your product or service might not stand out in a crowded market, making it harder for customers to remember and differentiate your brand.

Additionally, a literal name can box you into a specific niche, making it challenging to pivot or expand your offerings in the future. For example, "Amazon" started as an online bookstore, but the name doesn’t limit the company to just books.

Complicating It Too Much

While creativity is key, overcomplicating your business name can backfire. If customers can’t spell, pronounce, or remember your name, it won’t stick in their minds. Aim for simplicity and clarity to ensure your name is easy to recall.

A popular example to learn from is the company “Quantum Computer Services,” which rebranded as AOL (America Online) to simplify and streamline their identity. The new name was easier to remember and helped the company grow significantly.

Avoid Trendy Names

Names based on current trends may become outdated. While it might be tempting to use slang or buzzwords, think about whether the name will still be relevant in 10, 20, or even 50 years.

Forgetting About International Markets

If you have plans to expand globally, make sure your business name works in other languages and cultures. A name that sounds fine in English might have a completely different—and possibly negative—meaning in another language. Be sure to do your research, especially if you’re targeting an international audience. If you plan to expand your product line or services, choose a name that allows flexibility.

One famous example is “Vicks,” which is fine in English-speaking markets. However, when it expanded to Germany, the company found out that “Vicks” is pronounced similarly to a vulgar word in German. To avoid connoting anything controversial, "Vicks" was changed to "Wick" in German-speaking nations. Always consider international markets when choosing your business name.

Stay Away from Names Too Similar to Other Brands

You want your business to stand out, not blend in. Avoid names that closely resemble other brands, even in other industries, as this can lead to costly legal disputes.

A notable example is the legal battle between Apple Corps, founded by The Beatles, and Apple Computer (now Apple Inc.). Apple Corps sued Apple Computer multiple times for trademark infringement, claiming the name was too similar and violated agreements about staying out of the music business. This dispute cost Apple Inc. millions in legal fees before both companies reached an agreement. Such cases highlight the importance of choosing a unique name to avoid legal issues and ensure your brand stands out in the market.

Ignoring Trademark Searches & Domain Name Availability

Many businesses find the perfect name only to discover that the domain is already taken. Before you get too attached to a business name, you need to do your homework. This means conducting a trademark search and securing a domain name. Let’s walk through these steps in detail.

Conducting trademark searches. The last thing you want is to invest time and money into a business name, only to find out it’s already trademarked. This could lead to legal trouble or force you to change your name later down the road—something that could confuse your customers and hurt your brand. To avoid this, you should always perform a thorough trademark search. You can do this through your country’s trademark office or hire a trademark agent or attorney to help ensure the name is available. It’s a small step that could save you a lot of trouble in the long run.
Securing a domain name. Once you’ve decided on a business name and ensured it’s not already trademarked, the next step is to secure a domain name. Ideally, your domain name should match your business name as closely as possible. If the exact domain name is taken, try adding keywords like "shop" or "store" at the end, but make sure they still align with your brand.

Overlooking Social Media Handles

You want a name that’s not only memorable but also easy to find on social channels. Also, think about how it will look across different platforms. A name that works on Instagram might not fit well on Twitter due to character limits. Aim for a name that is flexible and can maintain brand consistency across all platforms.

Business Name Generators and Tools

Not feeling too creative? No worries! There are plenty of tools out there to help spark some inspiration. Here are a few business name generators and agencies that can help:

Business Name Generators

• Shopify. With just a few clicks, you can name your brand, register a domain name, and launch a small business using Shopify's free name brand generator.
• Namelix. This website uses artificial intelligence to create a short, recognisable business name.
• Logo.This is a free business name generator that gets original business names in a matter of seconds and also offers free logo creation and domain name availability.
• Canva. Apart from being an editing tool, Canva also provides Magic Write’s Business Name Generator to brainstorm brand name ideas with the help of OpenAI.
• NameMesh. Using this tool, you can choose keywords, come up with potential combinations, save your favourites, and register any domain you like.
• Wix. This tool is not just a website builder. It also offers an AI brand name generator that provides a list of original, cost-free business name ideas in an instant.
• Oberlo. All you have to do to use this website is search, select, and launch. And just like that, in a matter of seconds, you can have the ideal name for your e-commerce shop.
• DreamHost. This tool creates a list of possible company names based on language models that evaluate the keywords and industry you provide.
• GoDaddy. Simply provide GoDaddy AI Domain Search with a brief description of your company, and it will generate a customised list of domain names and business names for you.
• Looka. Looka's Business Name Generator can help you come up with abstract concepts and keywords, generate names, verify domain and social media availability, and even provide you with quick logo design ideas.

Brand Agencies to Consider

If you’re finding it difficult to come up with the perfect business name on your own, and you’ve got a bit of extra budget, it might be worth consulting a brand agency. These agencies specialise in crafting compelling names and building brand identities for businesses of all sizes. Here are a few agencies you could consider:

International Brand Agencies

Lexicon Branding. Since 1982, Lexicon Branding has created some of the most successful brand names globally. They’ve developed names for iconic products such as P&G’s Swiffer, Intel’s Pentium and Xeon chipsets, BlackBerry, Coca-Cola’s Dasani, Toyota’s Scion, General Motors’ OnStar, Apple’s PowerBook, and Subaru’s Outback.
Landor. One of the top branding agencies in the world, Landor has worked with major brands like FedEx, Coca-Cola, and Microsoft. They bring every aspect of a brand to life through visual, verbal, sonic, and motion design.
Siegel+Gale. Simplifying complex brand identities since 1969, Siegel+Gale is known for its streamlined and clear branding approaches, helping businesses sharpen their brand communication.
Frog Design. Founded in 1969 and based in San Francisco, Frog Design focuses on a user-centric approach, blending art and science to help businesses reinvent themselves. It’s a perfect agency if you’re looking to take your brand in a fresh, new direction.
Leo9 Studio. Established in 2012, Leo9 Studio has become a global leader in design technology. They offer a wide range of services, including experience design, identity development, branding, and digital marketing. Their clients include renowned names like Travel XP, Sony, BMW, P&G, and Unilever.

Local Agencies

Aarts. Aarts is a specialised branding agency with over 300 project developers and 8+ years of experience. They offer targeted branding solutions for startups and enterprises aiming to become leaders in their industries.
SimplePlan Media. Having worked with more than 100 brands globally, SimplePlan Media provides comprehensive branding, website, and marketing solutions to meet your business needs.
Wololo. Established in 2022 under the guidance of Blue Vector, Wololo is a branding studio based in India, specialising in brand strategy, identity design, illustration, and packaging design.
Confetti Design Studio. Confetti Design Studio works with small to medium-sized FMCG and CPG brands globally, providing branding and packaging design services to help turn these businesses into iconic and profitable brands.
Orexis Digital. Based in Kozhikode, Kerala, Orexis Digital is one of the leading digital marketing companies in the region. They offer a full range of services, from social media promotions and SEO to PPC and branding, along with 24x7 online and offline customer support.

Borzo: Supporting Your Startup Journey

When it comes to naming your business, it’s not just about being clever or creative—it’s about creating a brand that truly resonates with people. Your business name is the foundation of your brand’s identity, so it’s worth taking the time to get it right.

Don’t rush the process. Brainstorm, test, and refine your name. The more effort you invest in this stage, the stronger and more recognisable your brand will be in the long run.

Now that you've got a solid name in mind, it’s worth thinking about the right business structure for your venture. To help you decide, check out our blog on the 9 Types of Business Structures in India.

Naming your business may be just one big step toward launching your startup, but it’s an important part of the journey. As you move forward in launching your startup, you’ll need a reliable partner to help you reach your customers efficiently. Borzo, a leading courier service provider in India, is with you every step of the way. Borzo’s services can help you get your products into the hands of your customers efficiently, no matter where they are. Let us help you reach more people and grow your business!

Registering Your Business Name in India FAQ

What are the company name guidelines in India?

When naming your business in India, you need to make sure it follows the guidelines set by the Ministry of Corporate Affairs (MCA). Here are some of the key rules:

Your company name must be distinct and shouldn’t resemble or be similar to any existing company or trademark in India.
The name should reflect the nature of your business or industry.
A name that’s too general or common won’t be approved.
Your company name should not include any offensive or inappropriate words.
The name should comply with all legal regulations in India.

The MCA's contact information is available via this link if you have any questions.

How do I register my company name in India?

Once you’ve picked a suitable name that fits the MCA guidelines, the next step is to get approval from the Registrar of Companies (ROC). Here’s how you can do that:

1.Submit an Application: You need to file an application with the ROC and pay the necessary fee. The application should include:

The proposed company name.
The business activities or main objectives of the company.
Details of the authorised capital.
Names and addresses of the directors.
Address of the proposed registered office.

2.Approval Process: The ROC will review your application and perform a search to check if your name conflicts with any existing company or trademark. If everything looks good and the name meets all guidelines, they’ll approve it and issue a certificate of incorporation.

Keep in mind that the process can vary depending on your business structure, but these are the basic steps to get started. You can use this link to access the MCA's contact information if you have any questions.