How to Choose a Business Name That Works

If you’re starting a business, one of the first big decisions you’ll make is how to choose a business name. Your name is the foundation of your brand identity—it shapes how people perceive you and helps them remember your business.

But naming a business can feel overwhelming. Should it be creative or straightforward? How do you make sure it’s available and legally protected?

This post will guide you step by step on how to choose a business name that is meaningful, memorable, and easy for your audience to connect with.

Step 1: Brainstorm a Strong Business Name

A great business name should be:

Memorable – Easy to say, spell, and recall.
Relevant – Connects to your industry or mission.
Unique – Stands out from competitors.
Timeless – Won’t feel outdated in a few years.

The Story Behind “ComePlum”

When I was 15, I played a word game while helping my dad with his paper route. I combined words that rhymed but weren’t spelled the same—ComePlum was born!

Years later, when I started my branding studio, I chose that name because it sparked joy and creativity. And isn’t that what branding is all about?

Lesson: Your business name should make sense, but it should also feel right to you.

Step 2: Check If Your Business Name Is Available

Before committing to a name, make sure it’s legally available.

Where to Check When Choosing a Business Name:

USPTO (U.S. Patent and Trademark Office) – See if the name is trademarked.
State Business Registry – Check if it’s taken in your state.
Domain Name Availability – Look up URLs on Namecheap or GoDaddy.
Social Media Handles – Search Instagram, LinkedIn, and TikTok to claim your brand name.

If your name is available everywhere, grab it ASAP!

Step 3: How to Choose a Business Name for Your Offerings

Your business name can be creative, but your services and offerings should be clear and direct.

For example, my podcast is called “Branding Your Business”—no guessing required. You immediately know what it’s about.

Examples of Clear vs. Confusing Names:

Confusing: “The Spark Method” (What does it do?)
Clear: “Instagram Growth Masterclass” (Straight to the point!)

If you want people to remember—and buy—your offering, clarity beats cleverness every time.

Step 4: How to Protect Your Business Name

Once you’ve chosen a business name, take steps to protect it legally.

How to Trademark Your Business Name:

• Use “™” when you’re in the process of trademarking your name.
• Use “®” once your trademark is officially registered with the USPTO.

Adding ™ to your business name early on can discourage others from using it while you complete the registration process.

Final Thoughts on Choosing a Business Name

Now that you know how to choose a business name, it’s time to take action! Pick a name that’s meaningful, available, and easy to remember—but don’t overthink it.

Need help brainstorming?

DM me on Instagram @ComePlum or @BrandingYourBusinessPodcast, and let’s chat! And if you’re ready to start branding that new business, we’d love to cross branding off your to do list, learn more about how to work with us HERE!