Tips for naming your business

Check trademarks

Before committing to a name, search the trademark register in your country. Using a registered name can lead to legal trouble — even unintentionally.

Think long-term

Avoid names that are too tied to your current location, niche, or product line. If you plan to grow or pivot, a narrow name can become a cage.

Get real feedback

Test your top three names with people from your target market — not just friends. First impressions reveal associations you might not expect.

Frequently asked questions

In most jurisdictions, yes — if you're operating under a name other than your own legal name, you'll need to register it. Requirements vary by country and business structure. In the US, sole proprietors typically file a DBA ("doing business as") with their state or county. LLCs and corporations register the name as part of entity formation.

A business name registration gives you the right to operate under that name in a specific jurisdiction. A trademark gives you exclusive rights to use a name (or logo) for specific goods and services nationally or internationally. You can have a registered business name without a trademark, but only a trademark gives you enforceable legal protection against others using the same name.

Yes, in some cases. Business name registration is typically jurisdiction-specific and category-specific. Two businesses can share a name if they operate in different states, countries, or completely unrelated industries. However, if one of them has a federal trademark, that protection generally overrides local registrations.

It can work well for personal service businesses — consultants, lawyers, designers — where the relationship is the product. It becomes a liability if you ever want to sell the business, bring in partners, or scale beyond yourself. A personal name is also harder to trademark and nearly impossible to rank for in generic search.

Check four things: the domain, the trademark register in your country, your local business registry, and a Google search. Each one catches different types of conflicts. A name can be available as a domain but already registered as a business, or trademarked in your industry without appearing in local registries.