How to Choose a Business Name That Stands Out & Sticks

Picking a business name is one of the biggest first steps to building the business of your dreams. It’s got to be memorable, say something about you, and make people want to know more. That’s why we’ve written this guide with 10 tips to help you get it right—including a few you probably haven’t heard before.

Need help choosing the perfect name? At CornerClicks, we specialize in building memorable brands from the ground up. Reach out today, and let’s start crafting a brand name that truly stands out!

1. Keep It Short, Simple, and Easy to Remember

A great name is easy to remember and even easier to share. Aim for 2-3 syllables if you can. Think Netflix, Home Depot, or Pinterest—all short, catchy, and clear. These names perfectly and cleverly capture exactly what each of these companies offer. Alliteration, like CornerClicks, Dunkin’ Donuts, or Best Buy, is great because the extra rhythm helps makes it stick in people’s minds. Rhyming, like Grubhub or Lean Cuisine, will work nicely too.

Pro Tip: Say your business name out loud. You want to make sure it has a good “mouthfeel,” which literally means how good it feels to say the words. (Ever met someone who hates the word “moist” or “ointment”? Those words not only have negative associations but also feel icky to say.) So if it feels natural and easy or even fun to say, it’ll be easier for customers to remember and pass on.

And say your name a lot. Practice introducing yourself in the mirror and to your closest friends and allies. Intuition plays a part here too—does it feel right when you hear it? Does it feel like a name you want to keep repeating from now until retirement?

2. Make It Easy to Type

This isn’t something many people think about. But how often will you be typing your website or email address? Probably daily and constantly. You’re going to need to type it in every time you log into any account. You’re going to need to tell people your email address. You’re going to need people to remember your full URL. And trust me, I’ve typed in so many long business names both through client management and our own businesses, and long names get really old, really fast. (Our first business, Two-Channel Media, was definitely not fun to type out.)

So, make it easy on yourself (and your customers). Long, complicated names can lead to typos or just be frustrating. A short, straightforward name is best for everyone.

3. Check for Competitors—Make It Unique

You don’t want to compete for visibility with another business that has the same or similar name. Do a quick online search to make sure your name isn’t taken by a business in your area or industry. And think about this: even if a competitor is in a different city or market, they could crowd your search results. So if you decide you’re going to go with a name that’s also being used by a big but unrelated corporation, they’re going to hog your valuable search space. (Believe it or not, there is a Disney construction company.) A unique name will help you stand out online and make it easier for people to find you.

Pro Tip: Don’t go with the first name—or the first 5 names—you come up with. More than likely, it’s the first thing someone else thought of too. Have patience and you’ll come up with something way better than your competitors, and possibly even unique.

4. Make It Visual

A strong business name paints a picture in people’s minds. If people can visualize your name, it will help them remember you again and again. Mountain Dew – makes you think of fresh mornings on a mountaintop. JetBlue – you see an airplane against a blue sky. Target – a strong visual of a bullseye, which they also made their logo. It may not fully describe their business, but it sure is memorable, and they’ve created quite a strong brand around it. So whether your visual name describes your business or not, having a strong visual is definitely a boost. Plus, it makes logo design way easier.

Tips on How to Make Your Business Name Visual:

• Use Words that Symbolize What You Do: For example, “spark” or “bolt” can bring to mind energy or power, while words like “bloom,” “sprout,” or “horizon” could suggest growth, potential, or new beginnings.
• Choose Action Words: Words like “fix,” “bright,” or “snap” give your name physical momentum.
• Make It Feel Like a Place: Names that sound like a real place—like Dropbox or Dreamworks—help make your brand feel real and approachable, even if you’re an online or service area business.

5. Reflect Your Brand’s Personality

This one should be obvious: your name should give customers a sense of what they can expect when they work with you. Are you energetic and bold? Reliable and friendly? Future-forward or tried and true? Think about how some big brands do this:

• Amazon suggests something vast and diverse, hinting that you’ll find just about anything you need there.
• Tesla evokes innovation, forward-thinking, and the boldness of Nikola Tesla, reflecting its focus on cutting-edge technology and sustainable energy.
• Dove has a soft, gentle feel, which fits with the brand’s message of natural beauty and self-care.
• Uber conveys simplicity, speed, and convenience, hinting that it’s all about getting you from point A to point B quickly.

Each of these names sets a tone and makes an immediate impression. That’s what you want to aim for—letting your business name reflect your personality and style so customers have a sense of your vibe right from the start.

Struggling to find a name that reflects your brand’s personality? CornerClicks can help with every step of the branding process, from name brainstorming to logo design and a website that makes an impact. Contact us to get started developing your custom brand strategy today.

6. Don’t Make It Too Literal

Literal names like “Great Plumbing Service” or “Carpet Cleaning USA” might tell people what you do, but they don’t inspire or stick in people’s heads as easily. A lot of these businesses also claim these names because they think they’ll help them in search since they contain keywords. In reality, that’s a part of old internet marketing, and literal names could potentially harm you in search now, since they’re insanely forgettable and could come off as spammy.

Instead, aim to hint at what you do without spelling it out:

• Dropbox. The name implies a place to “drop” files, without outright saying “file storage.” It’s simple, memorable, and gives users an immediate idea of what it offers.
• Netflix. While it doesn’t say “streaming” or “movies,” the name combines “net” (for internet) and “flix” (a playful take on “flicks” or films), suggesting exactly what it does whole sounding simple and not being too on-the-nose.
• FedEx. Short for “Federal Express,” the name hints at quick, reliable delivery without saying “shipping.” It’s concise, easy to remember, and gives a sense of speed and professionalism. It’s also a near-rhyme so it feels good to say.

Each of these names has a bit of information and a bit of playfulness, which makes them memorable and encourages curiosity.

7. Keep It Open for Growth

Think about where your business might go down the line. If you start out selling cupcakes but might expand to other baked goods, avoid names like “Cupcake Corner” that might box you in later. A name that leaves some room to grow gives you more flexibility.

Ask yourself these questions:

• Is this name going to cover everything I want to do with this business now and in the future?
• I only need a DBA now, but is my name already registered as someone else’s LLC?
• Will this name work in 10 years? 20 years? 100 years?
• Will I have any trouble in other states with this name if I expand nationwide? Worldwide?
• Would my kids want to work for this brand?
• Is the the name of a million dollar company?
• Can I envision this name being traded on the stock market?

Ok, so maybe there’s an ambition check here. Some people want to grow their businesses to take over the world—and other people just want to make it to retirement and pass it on to their kids. Either way, you still have to think about the long term. So be sure to ask yourself the long game questions that apply to your personal ambitions.

8. Check for Domain Availability

Before you settle on a name, check to make sure a matching domain name is available—preferably with a .com extension. I know, it’s frustrating to fall in love with a name only to realize someone else has already snagged the domain, and nowadays so many are already taken. But .com is still the one extension to rule them all. Most people type it in automatically, and also find it more trustworthy. Besides, if your name isn’t taken that means you’ve definitely come up with something special!

Pro Tip: try to avoid .net as it feels like a remnant from the 90s. .org is mostly used by nonprofits. A newly popular extension is a good contender: .io, however it’s more expensive than .com and is frequently used by tech companies and startups, which may not be useful for a local businesses like a coffee shop.

9. Use Name Generators Sparingly

Name generators and AI tools can help kick start ideas if you’re feeling stuck, but don’t rely on them to come up with the “perfect” name. These tools pull from preexisting patterns and can come off as generic or could even give you names of already established businesses. Think of them as a creativity boost, not a shortcut. (In fact, while AI is a great tool, its useful to think of it as just that—a tool. AI is really just the next leap in tech, like from typewriter to computer: it still needs a human touch.)

The strongest names come from your unique vision, so it’s best not to let a random generator take the wheel.

10. Test It Out

Once you have a few options, get feedback from friends, family, or even a few potential customers. Do they understand what you’re about from the name? Is it easy to say and remember? Does it have a good “mouthfeel”? Is it convenient to type? Testing your ideas can reveal any unintentional meanings or issues that you might not have noticed yourself. And make sure you sit with it for a while—you’re going to be stuck with it for the rest of your business’s life!

Trust Your Gut

Choosing a business name doesn’t have to be overwhelming. These tips will help you find a name that truly stands out, but at the end of the day, trust your instincts—the perfect name will just feel right.

And remember, CornerClicks is here to support you every step of the way. From brainstorming a memorable business name to designing a logo, building a website, and crafting a full branding strategy, we do it all. Ready to bring your brand to life? Get in touch, and let’s create something amazing together!