Choosing a business name is one of the first acts towards building your brand. The name you choose should be carefully selected so that you will be able to register it as both a company name and a trademark.

Consider these guidelines for both marketing and trademarking success, when you make this critical decision.

1. Short is sharp

A short, sharp name will be easy to use over and over. It will be easy to type, pronounce and to remember. There’s a saying that ‘dynamite comes in small packages’. When it comes to brand names, some of the world’s most powerful brands are just one word - think of GOOGLE, NIKE, FORD, CANON, APPLE, KODAK

2. Make an powerful statement

Your brand name must convey the message or mission of your business. A name that carries influence and supports or conveys the mission of your business is often powerful. For example, the name UBER conveys a super taxi experience, as does MAKE MY TRIP for online ticket booking services. LINKEDIN suggests business networking and ECOTAN suggests an organic self-tan skincare product.

3. Convey purpose but don’t be too general 

Many effective brand names suggest what the business does, but they are not so general that they don’t stand out. For example, PERTH PET PARLOUR is very generic and not as memorable as RUFF CUTTS.

Geographic and descriptive names like ALBANY ELECTRICIAN or NATURAL HEALTH SPA might describe your business but it’s unlikely that you will get trademark protection for them or be able to prevent competitors from using very similar names.

Your customers might search for generic keywords, but they won’t forget a good name. If they search for “dog parlour” for example and they find SCRUFFY TO FLUFFY, they’ll know it’s just what they need! The name speaks about the service the business provides.

4. Choose a business name that’s flexible

If you are likely to expand the geographic area in which you operate or you enlarge the range of goods and services that you offer, you will need a name that still works. You never know when you might need to move to pivot your business into a new direction.

For example, DOGGIE DIVA would be successful for a dog parlour in Darwin as in Doveton - and you could use the same name if you sold a range of pet care products or started a kennel service.

5. Be clever

You can use words creatively to create distinctive business names that will stick. Use alternative versions or alternative meanings that are related to the goods and services of your enterprise. For example, SHOWFA will drive you but you ride an EZEE electric bike.

If you deliberately misspell a word to make it distinctive, there is the chance that consumers won’t spell it your way when searching or that the correct version might already be registered as a trademark. You can do various trademark name searches to check for this. You will frequently have to spell the word, until your brand catches on and becomes well-known. So think carefully about this choice.

6. Don’t mimic your competitors

Avoid business names that so closely resemble the names of other enterprises in your industry so that consumers won’t get confused. You don’t want to look like an imitator. If you want to stand out, you should choose a name that is original.T o check that you aren’t infringing on any pre-exising trademarks, do a trademark search at IP Australia and online to check the brands or business names that are already being used in your market sector.

7. Avoid names with negative connotations

Consider how misspellings, mispronunciation, societal trends or ‘below-the-belt’ thinking might affect your brand name.

For example, a ladies’ clothing store, GAY’S BOUTIQUE, originally named after the owner, Gay, had to rebrand to CAY’s as they do not cater for the homosexual market.  The names Sam and Ella don’t work well together in SAM & ELLA’S CHICKEN PALACE. If you say them fast, they remind you of ‘salmonella’, which is not something customers should think about when buying chicken.

If the name has a double meaning or can be twisted to have a sexual or other inappropriate connotation you might cause offense. What one person thinks is clever and funny might fail dismally with others, so be sensitive.

8. Choose a business name with available an website domain name and social media handles

domain name matching your brand is not taken. With over 280 domain extensions to choose from, you should be able to find a suitable option, but make sure. If you can’t get a .com.au you could always pick one of the other creative options such as .shop .guru .gallery .store .club .online and so on.

In addition, you should make sure you can use your name or an easy variation of the name on social media channels to build your brand presence online.

9. Consider the pros and cons of using your own name carefully

Many global brands were named after their founders - brands like GUCCI, FORD, COLGATE and LIPTON.

If your name is unique, it might be a good choice as it’s likely to be available, but the downside is that it doesn’t convey anything about what your company does. If you ever take on partners, expand to another area where you are not known or sell your business, your name might not add any value to the business.

It might be a good choice if you are a one-man-show kind of business, perhaps in a creative field. Perhaps you are a musician, fashion designer, DJ, consultant or expert in a specific professional field. Despite this, it might still be better to use a creative variation as a compromise, that offers your personal touch plus something more suggestive or creative and that is also flexible. Read How to Trademark a Name

The name of your business is an important part of establishing your brand, so take your time choosing it. Ideally, you want a powerful name that is memorable, conveys what you offer and reflects your business’s values.

When you have chosen your business name, be sure to apply for a trademark and protect your brand name as a business asset.