Browsing around /r/Entrepreneur and other entrepreneur communities I see that one roadblock many new entrepreneurs run into is picking a great name for their business.

How to pick a good business name

how to choose a good business name

how to choose a good business name 3

Name selection is often an overwhelming, frustrating, and exhausting experience.

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I can remember how stressful the naming process was for me when launching my first couple of projects. It would start off fun and loose for the first couple of names, but I would quickly become trapped in a mind numbing list of gibberish.

Several hours into it, I could feel my standards dropping and eventually lost all confidence in my ability to even judge the names I was coming up with. That was usually the point where I would put up a desperation post on some forums like this (or the ones you see above) –

How to choose a good business name 2

And while I think it’s a good idea to ask somebody but yourself, this isn’t the best way to come up with a good name. Not by a long shot.

What I always ended up with were names that I settled for. Terrible names that doomed my projects before they had even started.

And that’s not what I want for you…

So here is the method I have developed over the years to avoid the naming labyrinth and picking the perfect name for your business.

Step 1 – Know What Makes a Good Name

Most people already know intuitively what makes a good business name, so in the spirit of brevity I won’t go in too much detail here.

If you are over-thinking things and want some direction, check out this article for an awesome breakdown of what makes a good name.

Then come back here, because this guide picks up where that one ends…

Step 2 – Brainstorm a List of Names

Once you are confident you’d know a good name if you saw one, you need to come up with a few keywords to get you started.

You probably already have a few in mind. If you don’t, you should probably go back to the last step.

If you’re still lost, look for successful competitors and rapid-growth companies and use them for inspiration.

Huge time saver – Bust-A-Name

Open up Bust-A-Name (the best tool there is for brainstorming domain names) and enter in your initial keyword ideas. I’ll be using StartupBros as the example in this post, since we did use this method to decide on that name (StartupBros was originally going to be IncomeLabs).

So your initial list should look something like this –

Initial Keyword List

As you can see, Bust-A-Name checks all possible combinations of the keywords you put in and gives you the available domains containing those.

Though we just started the naming process, there are already a few good names on the board that I would save. SmartIncomeLabs, StartupIncome, and IncomeBros are all decent names already on the board (and of course StartupBros would have been on this board if it were available).

Add onto initial keyword list

Once you have some initial keywords on the board, you’ll want to expand on those ideas to come up with synonyms/similar keywords.

Bust-A-Name has a feature that will help you with this a little bit –

Keyword Synonyms

Mmm – Synonyms…

I also use LeanDomainSearch at this point to expand on ideas and get some ideas going –

lean domain search

Those are really the only two sites I use to come up with keywords. I sometimes also use Thesaurus, but even that is rare.

At this point, you should have a pretty decent amount of name combinations to look through.

Step 3 – Narrow It Down to a Few Decent Names

Now the mind-numbing part of it all – combing through the list of names.

Try to avoid the temptation to get caught up in this stage. Every startup name will have pros and cons to varying degrees.

Bust-A-Name will save you a huge amount of time by only showing you name combinations with available domain names. All you have to do is scroll through and pick the ones you like.

I usually have over 500 names to go through. You’ll probably end up around there.

90% of the names Bust-A-Name generates will be duds, you’re planning for the gold in them…

There is no real process at this point to what names you should be picking – just save the ones that sound decent.

Try to find 25 out of them that you think are decent, then whittle those down to 15…

Then 10…

Then 5…

Then move onto the next step.

Step 4 – Find Out Which One Is Perfect

Now my favorite part – we test to see which name is the best!

This is where everybody screws up…

It seems everybody thinks they should get their naming advice from friends, family, and Facebook friends – I suspect out of desperation.

That is a stupid thing to do.

Ask the audience

I would much rather A/B test my possible business names to find out exactly how much more or less receptive my target audience would be with each name.

I use the same method highlighted in 3 Steps to Validate Your Business Idea For FREE…almost

  • Head over to Unbounce(I now use and would recommend LeadPages for this) and sign up for a Free Trial account.
  • Make an identical landing page for each possible name (you can just duplicate your first page in unbounce)
  • Make a quick logo for each possible name with LogoPony and put one on each landing page (don’t forget to publish your page after you’re done!) There are free logo makers you can use as well.
  • Run traffic to your landing page.

Your landing pages should look something like this –

landing page

Original StartupBros Landing Page

Landing Page

One of four variant landing pages

Make sure the traffic you are running to these pages is targeted. I’d recommend Facebook Ads for this – check out this article for a great breakdown on how to target the correct people.

Once you’re ready to create your final logo and want to use professional designers, we have an incredibly detailed post on using a contest to create the best logos.  You can check out the post here.

Step 5 – Domination

After a few days and $50-100, you’ll end up with something like this in Unbounce –

Business Name Test

StartupBros wins!

As you can see, the StartupBros name performed 13% better than our original name idea, IncomeLabs.

Thinking about what that 13% means completely baffles me, and I would love to hear your opinions on it.

Does that mean that everything we do at StartupBros will grow 13% faster and perform 13% better than if we were doing it under IncomeLabs?

I suppose there is no way to know for sure…

But what I do know for sure, is that our target market responded better to the StartupBros name more than any other name we could come up with – and that’s why we chose it.

And I wouldn’t have it any other way 🙂

Once you decide on a name, here are some additional resources:

How to Register a Trademark
How to Start a Clothing Line
How to Start a Successful Blog

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Avatar for Will Mitchell
Will Mitchell

Will Mitchell is a serial entrepreneur and Founder of StartupBros. You can learn more about him at the Startupbros about page. If you have any questions or comments for him, just send an email or leave a comment!

  • Avatar for Stephen Stephen says:

    Thanks for the tips! I will give it a try! I also heard about – seems like a legit site where you can open a contest for brainstorming a name for your brand/business and even for coming up with taglines and stuff. I am thinking about launching a contest for naming my business on this site if I don’t find anything good in name generators. Real people brainstorm better than machines 🙂

  • Avatar for Serp Bar Serp Bar says:

    Brand name will make customer remember you. Brand name should be easy to remember. Brand name will surely help you with your business.

  • Avatar for Mike Mike says:

    Great article! I like branding and picking domain names. I agree, getting feedback is a very useful step. Overall, it is good to give it some time after you made a choice. Right domain name is important because you will need to live with it for long time.
    It is important to come up with a catchy name, it will give you an advantage. I also use fiverr and pickydomains tools to research, but they can only give you some options and ideas. The final decision is on you.

  • Avatar for Anjelina Anjelina says:

    Hey Will,
    Amazing Article!! Can you clear the strategies for building business brand?

  • Avatar for Raj Raj says:

    Can you suggest the best suitable name for my business. My business is making Papad.

  • Avatar for Timeya Timeya says:

    I am a newbie and I am looking to sell different product categories on amazon. I was considering having a generic storefront name then having multiple brands to fit the category they are for. Is this a good idea? I was originally told to pick a generic sounding brand name (which I did) and label everything with that- I feel this is not the way to go after doing more research

    • That depends because you don’t want a generic name and sell everything from Cell Phone accessories to medicated butt wipes. But you can have a generic name inside a specific category. For example, “All Purpose Athletics” and you can sell absolutely everything relating to athletics and trust me, that’s a whole lot of stuff 🙂 Hope that makes sense!

  • Avatar for Dorothy Mugo Dorothy Mugo says:

    Hy, starting laundary and detergent company suggestions please for the company name and slogan. Thank you WILL

  • Avatar for Jan VG Jan VG says:

    Hey Will, nice read! As for me to come up with new brand names, it’s just the way my brain works, I guess. Many ideas come up when I’m in the shower, but then I can’t write them down ugh. I try to keep them short and good sounding, that helps memorising too. Cheers!

  • Avatar for areena Ashiq areena Ashiq says:

    need a name for New pharmaceutical company

  • Avatar for Jenny Jenny says:

    Hey will,
    Very impressed to read your blog.
    I have heard about name generators like worldlab, Namobot etc… are they helpful??

  • Avatar for Narayana Murthy Narayana Murthy says:

    Hi, Can you suggest the best suitable name for my business. My business is online Real Estate website which is similar to Zillow.

  • Avatar for Narayana Murthy Narayana Murthy says:

    Can you suggest the best suitable name for my business. My business is Online Real Estate website it is similar to Zillow.

  • Avatar for Sue Sue says:

    Hi, I’m starting an Amazon Business with a number of different items such as: disposable items, kitchen items, and possibly a pet item. Any suggestions as to what names to use?

    • Hey Sue sounds like everything might fall under “living”. Maybe a Catch all name like Better Living or Happy Living. Something that encompasses everything you might be selling.

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