How do I come up with a name for my small business?

Naming a business is a creative process, but it helps to move from broad ideas to specific filters. Here is a calm, step-by-step way to find a name that fits:

1. Identify your "Core"

Before brainstorming, write down three things:

• What you do: The core product or service.
• Your "Why": What feeling or value do you want people to associate with your business? (e.g., trust, playfulness, speed, luxury).
• Your audience: Who are you speaking to?

2. The Brainstorming Phase

Don't worry about being perfect yet. Just gather ideas:

• Descriptive names: These tell people exactly what you do (e.g., "City Plumbing," "Green Leaf Landscaping").
• Abstract or metaphorical: Using words that evoke a feeling or imagery related to your brand (e.g., "Apple" or "Nike").
• Combined/Compound words: Joining two words together to create something new (e.g., "Facebook" or "Pinterest").
• Personal or invented: Using your name, a family name, or a completely made-up word that sounds good to you.

3. The "Filter" Test

Once you have a list of 5–10 favorites, put them through these checks:

• The Say-It-Out-Loud Test: Is it easy to pronounce? Does it sound good when you answer the phone with it?
• The Spelling Test: If you tell someone the name, will they know how to type it into a search engine? Avoid complex spellings or silent letters.
• The Scalability Test: Does the name limit you? Calling your business "Downtown Coffee" is great until you want to open a second location in the next town over.
• The Emotional Test: How does it make you feel? Does it represent the vision you have for your work?

4. Practical Availability (Crucial)

Before you fall in love with a name, you must check if it is usable:

• Domain Name: Check if the ".com" or a suitable alternative is available.
• Social Media: Search to see if the handle is taken on the platforms where you want to be active.
• Trademark Search: You can check your national or local business registry to ensure you aren't infringing on an existing trademark. This is important to avoid legal trouble later.

A few gentle tips:

• Keep it simple: The best names are often easy to remember and easy to share.
• Don't overthink: While a name is important, your business will ultimately be defined by the quality of your work and how you treat your customers, not just the name on the sign.
• Ask for feedback: Show your top three to a few trusted friends or potential customers and ask, "What does this name make you think of?"

Would you like to share what kind of business you're starting? I'd be happy to help you brainstorm some directions based on your specific industry.