5 Steps to Naming Your Business When Everything Sounds Taken

Choosing a business name can feel like the hardest part of starting up. You sit down with a notebook full of ideas, only to find that every single one is already trademarked, taken as a domain, or just doesn’t feel right. The good news? The perfect name is still out there—you just need the right process to uncover it.

Here are five steps to help you find a business name that’s original, memorable, and truly yours:

1. Start with Your Core Identity

Before brainstorming words, get clear on what your business stands for.

• What problem are you solving?
  
  

• Who is your audience?
  
  

• What’s your brand personality—playful, professional, or bold?
  
  

Your name should capture the essence of your brand, not just sound trendy.

2. Brainstorm Without Judging

Set a timer for 20 minutes and write down every possible word, phrase, or made-up syllable that comes to mind. Don’t filter. Creativity flows best when you’re not editing yourself. Later, you’ll refine the list.

Pro tip: Mix industry terms with unrelated concepts. Sometimes the most unique names come from surprising pairings.

3. Explore Wordplay and Variations

When straightforward names are taken, get creative:

• Blend words (Spotify = “spot” + “identify”)
  
  

• Use alternate languages (Nike = Greek goddess of victory)
  
  

• Add prefixes or suffixes (“-ify,” “-ly,” “co”)
  
  

• Invent a new spelling (Lyft vs. Lift)
  
  

This approach often unlocks unique, brandable names no one else has claimed.

4. Check Availability Early

Before you get attached, check domain availability, social handles, and trademarks. Use tools like Namechk, GoDaddy, or the USPTO trademark search. Nothing’s worse than falling in love with a name only to realize it’s legally off-limits.

5. Test It with Real People

Say your top three contenders out loud. Share them with a few trusted friends or potential customers. Ask:

• Is it easy to pronounce?
  
  

• Does it spark curiosity?
  
  

• Does it feel aligned with the brand?
  
  

Feedback helps you avoid names that look good on paper but fall flat in real-world use.