Choosing a Business Name: A Designer’s Perspective

As a designer, I naturally think about brands from a visual point of view. But when it comes to naming your business, there are some practical considerations that matter just as much as how it looks on a logo.

Here are a few things I often talk through with clients.

Keep it flexible

Your business name should allow room for growth. Several years ago I worked with a new business owner who was thinking of calling her venture The Fresh Falafel Company because she made, you’ve guessed it, fresh falafel.

I advised that the name was quite limiting and might not allow her business to evolve over time. With that in mind she came up with Arabian Bites instead.

Since then her business has changed direction. She now sells dried falafel mixes and other spice blend products. The name Arabian Bites still works perfectly. The Fresh Falafel Company wouldn’t have.

A flexible name gives you freedom.

Make it easy to spell

It sounds obvious, but if people can’t spell your business’ name they will struggle to find you online. Simple is usually better.

Do your homework

Before you fall in love with a name, do a bit of research, it’ll save a lot of headaches later. Check there are no competitors using it and make sure you can secure the social media handles you need. And make sure the domain name is available.

It is also worth remembering that choosing a business name isn’t the same as trade marking it. They’re two separate steps. If you’re unsure about the difference, you can find out more here.

Don’t overthink it

People sometimes feel pressure to come up with a name as memorable as Apple, Google or Nike. But the name itself isn’t magic. It is the business, the products and the story behind it that make a brand memorable.

So try not to agonise too much. Choose something flexible, clear and appropriate for your audience and then focus your energy on building a great business.

Where I fit in

It’s also worth saying that I’m a designer, not a naming consultant, so I’m not the person who will create a business name for you from scratch.

However, I’m very happy to help you evaluate your options once you have a shortlist. I can look at things from a brand, positioning and visual perspective and help you choose a name that will work well long term.

Ready for the next step?

If you’re at the stage where you have a few name ideas and you are not sure which direction to take, I’d love to help. Getting the foundations right early makes the whole branding process smoother.

Feel free to get in touch and we can chat about your plans.