{"id":3487,"date":"2023-11-07T15:11:21","date_gmt":"2023-11-07T21:11:21","guid":{"rendered":"https:\/\/www.atom.com\/blog\/?p=3487"},"modified":"2025-01-01T10:52:26","modified_gmt":"2025-01-01T16:52:26","slug":"how-to-come-up-with-a-business-name","status":"publish","type":"post","link":"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/","title":{"rendered":"How to Come Up with the Perfect Business Name"},"content":{"rendered":"\n<p>Choosing a name is one of the hardest parts of starting a new business &#8212; and if you\u2019re wondering how to come up with a business name, you\u2019re probably well aware that there are very few <em>easy<\/em> parts of starting a new business! With naming, though, there are rules to follow that make it easier.<\/p>\n\n\n\n<p>At Atom, we also have plenty of resources, brainstorming tricks, and post-name-choice checks that will help you find a name around which you can build an impactful brand.&nbsp;<\/p>\n\n\n\n<p>One of the reasons choosing a name is so hard is that it\u2019s incredibly important! Businesses live or die based on their brand, and the cornerstone of that brand is its name.&nbsp;<\/p>\n\n\n\n<p>If you\u2019ve been working on the name game for a little while, you probably know that <a href=\"https:\/\/www.atom.com\/blog\/brand-names-matter-googles-unsettling-past\/\">Google was originally BackRub<\/a>, for example. Can you imagine us all backrubbing things instead of Googling them? Me neither.<br><br>But even that wild name (thankfully changed in 1997 to, of course, Google) was based on some rough naming logic. Google founders Larry Page and Sergey Brin chose it because their search engine prioritized sites in its list of results by tracking backlinks \u2014 backlinks\u2026 Backrub\u2026 there\u2019s <em>something<\/em> there. But it seems pretty unlikely the two utilized audience testing as a couple of 20-year-olds in a dorm room.&nbsp;<\/p>\n\n\n\n<p>Luckily, you have more resources available to you. Admittedly, mostly because Sergey and Larry gave us Google and you could find this ultimate guide to business naming. Thanks for changing your mind on that name, guys!<\/p>\n\n\n\n<p>So, clearly, a brand name is important. But just how important is choosing the right name for your business?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why Are Brand Names Important?&nbsp;<\/h3>\n\n\n\n<p>To put it simply, names are important because they\u2019re often the first thing potential customers hear of your business. Your name has to be remembered for you to get repeat business, build buzz, and ultimately create a well-known and respected brand. Need some proof? Here are some stats on the importance of brand names:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Brand name <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2021\/04\/15\/the-power-of-branding-in-2021\/\">guides 77% of consumers<\/a> toward a purchase.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.globalbankingandfinance.com\/71-of-consumers-more-likely-to-buy-a-product-or-service-from-a-name-they-recognise\/\">82% of investors<\/a> consider name recognition an important factor when deciding where to invest.<\/li>\n\n\n\n<li>Once you pick your name, it\u2019s hard to change. Only <a href=\"https:\/\/www.globalbankingandfinance.com\/71-of-consumers-more-likely-to-buy-a-product-or-service-from-a-name-they-recognise\/\">18% of consumers<\/a> look favorably on brand name changes.<\/li>\n\n\n\n<li>Increasing brand awareness is the <a href=\"https:\/\/www.semrush.com\/goodcontent\/state-of-content-marketing\/\">#1 goal of surveyed marketers<\/a>. A strong, memorable brand name <a href=\"https:\/\/www.atom.com\/blog\/what-is-brand-recognition\/\">gives you a huge head start<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>At Atom, we see many founders stall during the naming process. If you don\u2019t understand the importance of a business name, or if you understand the importance but don\u2019t have a strong naming toolkit, mistakes can be made before the process is underway. In turn, this could lead to unforeseen consequences for your branding and bottom line.<\/p>\n\n\n\n<p>So let\u2019s find out how to come up with a powerful business name that customers and investors will love. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Common Early Business Naming Mistakes<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">As the founder of a new business, you might find yourself:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Overwhelmed by naming possibilities<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Unable to understand how a powerful idea can be contained in a single word or phrase<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Rushing the naming process<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Underestimating the long-term impact of a name<\/span>.<\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">If you pause and think about what a name means for your long-term business prospects, you\u2019re already one step ahead of many of your competitors.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So, choosing a name is incredibly important for your new business, but there\u2019s no need to be intimidated. Our proven process has helped over 50,000 customers find a powerful name for their business.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">And this ultimate guide to coming up with the perfect business name will walk you through the process. Get ready to find a name that matches your idea, innovation, or the potential of your brand.<\/span><\/p>\n\n\n\n<p>Read the following:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><b><a href=\"#NamePower\">Understanding the Power of a Business Name Business Naming Mistak<\/a><\/b><strong><a href=\"#NamePower\">es<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#SixSteps\">Common Pitfalls to Avoid When Naming a Business<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#FinalTips\">Final Tips for Choosing a Business Name With Confidence<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#FAQs\">Frequently Asked Questions<\/a><\/strong><\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"NamePower\"><b>Understanding the Power of a Business Name<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">The first step towards coming up with the perfect name for your business is understanding the power of a name.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Your name is more than just a label on your products or services. Names are dynamic, and they continually shape the way that customers, both new and returning, interact with your business. Your name will limit or maximize opportunity, determine brand strategy, facilitate industry leadership, and stimulate or suppress growth.<br><br>A good name:&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Attracts new customers<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Reminds old customers to return to your brand<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Tells everyone what your business does<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Is memorable and creates buzz<\/span>, reducing marketing costs.<\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">A bad name, on the other hand:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Means your business will lose out to similar brands with better names<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Makes you forgettable<\/span>.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Could raise eyebrows or cause controversy if very poorly chosen<\/span>.<\/li>\n\n\n\n<li>Makes building brand awareness challenging \u2014 and more expensive.<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Costs you substantial revenue over time<\/span>.<\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">When you understand the power of a name you\u2019re ready to invest in the naming process \u2014 and the future of your business.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>The Role of Business Names in Branding<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Imagining the day-to-day reality of your brand when it&#8217;s up and running is key to finding a name. Ask, Who do I want to be when I grow up?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Your name will become the <\/span>pillar of your brand, and the first indication to your customers of what you stand for. When you understand <a href=\"https:\/\/www.atom.com\/blog\/what-is-brand-identity\/\">your brand identity<\/a>, you will have the framework for your business naming process.<\/p>\n\n\n\n<p>If you&#8217;re planning to open a chocolate shop, you need to know more about it than the simple fact that you&#8217;ll be selling chocolates! You need to know how those chocolates will make your customers feel. So, let&#8217;s dive in.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>How a Business Name Can Influence Customer Perception<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Alongside building a coherent identity around which your brand can form, your name directly influences how customers perceive your business.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">These characteristics, secondary to identity, relate to the product or service you\u2019re offering the world. For example, a name can emphasize durability, luxury, innovation, or affordability.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">This link between name and identity is particularly clear in fashion. Elite fashion brands like Gucci, Balenciaga, and Prada benefit from the association conjured by their classic names with old-world style and luxury manufacturing. If you\u2019re launching a luxury brand, you need a timeless name so your products can command a timeless price tag.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Modern fast-fashion outfitters, on the other hand, choose names like Uniqlo and Boohoo to signal a \u201ccheap and cheerful\u201d approach. Customers can tell from the modern naming conventions used that these brands will be affordable without compromising on style.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">There\u2019s no point spending time coming up with a business name until you know how you want to be seen, and by whom. Whatever name you choose, potential customers will make assumptions and build expectations about your brand. If those expectations don\u2019t align with reality, customers will lose faith in your business.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So a name should signal to your audience the qualities and characteristics of your product or service, as well as your fundamental values. By influencing customer perception with your name, you\u2019ll reinforce your position in the market.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>The Impact of a Strong Name on Business Growth and Success<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Naming is one of the first steps in launching your business, but a strong name will facilitate growth throughout the lifespan of your brand and influence your success well beyond those initial months.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">For example, <\/span><i><span style=\"font-weight: 400;\">Grandma\u2019s Cookies<\/span><\/i><span style=\"font-weight: 400;\"> might be a good start for your cookie business, but <\/span><i><span style=\"font-weight: 400;\">Grandma\u2019s Kitchen<\/span><\/i><span style=\"font-weight: 400;\"> gives you the option for a natural expansion into brownies and beyond.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">You might not be considering the spin-off branded baking trays, spatulas, and whisks at this point, but thinking too small when choosing your name can place a ceiling on expansion that hurts you down the line.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Your name will have a powerful effect on the ultimate value of your brand. Among S&amp;P 500 companies, <\/span><a href=\"https:\/\/www.economist.com\/business\/2014\/08\/30\/what-are-brands-for\"><span style=\"font-weight: 400;\">brand makes up 30% of the stock market value<\/span><\/a><span style=\"font-weight: 400;\">. Given that your business name is central to your brand, a bad name could ultimately wipe out 30% of the potential value of your business.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Choose a name that leaves the door open to growth, and expansion into related markets.<\/span><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Common Pitfalls to Avoid When Naming a Business<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">No matter how great your business idea is, a bad name stops could hold you back from becoming the brilliant brand you should be.&nbsp; Before we walk you through the naming process, you should be aware of these common pitfalls to avoid.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Names That Are Hard to Spell or Pronounce<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Because of the desire for a creative and eye-catching name, many business founders push too far beyond the bounds of the English language. While a creative twist of spelling can help you stand out, if your customers are failing to find you in a Google search because of your unspellable name, you\u2019re losing business.<\/span> <\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The app-based taxi service Lyft got this one right. It\u2019s instantly pronounceable and their customers won\u2019t struggle to remember this alternate spelling. But how many people have gotten lost looking for denim brand \u2018Pheelings\u2019 and gone for a pair of Levi\u2019s instead?&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Sound and spelling matter to investors as well as customers. Daniel M. Oppenheimer, professor of psychology at the UCLA Anderson School of Management, <\/span><a href=\"https:\/\/www.fastcompany.com\/3052242\/the-secret-to-sounding-smart-using-simple-language\"><span style=\"font-weight: 400;\">identified that hard-to-pronounce stock names were less likely to be purchased than those with simple names<\/span><\/a><span style=\"font-weight: 400;\">.<\/span> Jeff Bezos switched <a href=\"https:\/\/www.businessinsider.com\/amazon-jeff-bezos-chose-company-name-2018-5\">from Cadabra Inc. to Amazon<\/a> when a stakeholder misheard the name as &#8216;cadaver&#8217; \u2014 not an image he wanted to be associated with.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Of course, if you\u2019ve established a brand with a hard-to-pronounce name (or entered a foreign market where new customers will struggle), it\u2019s not too late to turn it around, <\/span><a href=\"https:\/\/www.am-online.com\/news\/manufacturer\/2023\/02\/09\/controversial-hyundai-pronunciation-ad-campaign-accelerates-brand-awareness\"><span style=\"font-weight: 400;\">like Hyundai did with a 2023 campaign<\/span><\/a><span style=\"font-weight: 400;\"> boldly scolding its customers for getting their name wrong.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Foreign Language Trap<\/h3>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Lumia<\/span><\/i><span style=\"font-weight: 400;\"> seemed like the perfect name for Nokia\u2019s new line of mobile devices. It\u2019s a catchy, memorable word that means <\/span><i><span style=\"font-weight: 400;\">snow<\/span><\/i><span style=\"font-weight: 400;\"> in Finnish, the language of Nokia\u2019s home nation, and to the rest of the world the association with light should have set this product up for success.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Unfortunately for Nokia, <\/span><i><span style=\"font-weight: 400;\">Lumia<\/span><\/i><span style=\"font-weight: 400;\"> is a slang term for a sex worker in some Spanish dialects. Even though it\u2019s niche, once the internet caught on the news spread like wildfire.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If a brand as huge as Nokia can fall into this trap, so could you. Perform due diligence to assess the cultural associations of any name you\u2019re closing in on, including wide audience testing. Even if you might be a long way from entering international markets, don\u2019t limit yourself with a name that holds you back around the world.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">It&#8217;s Too Similar to Other Names in Your Industry<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Many new business owners land on a name that sounds <\/span><i><span style=\"font-weight: 400;\">right<\/span><\/i><span style=\"font-weight: 400;\"> because it\u2019s very similar to existing names within their industry. This can lead to multiple problems \u2013 firstly, it makes your name generic and could cause confusion between your two brands, it also pits you directly against that other brand which is an issue if they\u2019re well established. Finally, too close a similarity could land you in hot water with a trademark dispute. <br><br>Trademarking is essential to protecting your brand, so don\u2019t settle on a name before carrying out a <\/span><a href=\"https:\/\/helpdesk.Atom.com\/en\/articles\/119922-trademark-check-feature\"><span style=\"font-weight: 400;\">trademark check<\/span><\/a> <span style=\"font-weight: 400;\">to determine whether there\u2019s any obvious conflict with your chosen name. After a free check, once you\u2019ve got a shortlist of names, it\u2019s also well worth it to run further trademark research with the help of an attorney and register the trademark for your name with the USPTO or your country\u2019s trademark office.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Name That Limits Future Growth<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Many successful businesses are started because the founder spotted a gap in the market or a niche to fill and, naturally, they\u2019re looking for a name that identifies the business with this niche.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">But by focusing your name too specifically, you\u2019ll limit the opportunity for growth in the future, whether that means expanding geographically or into adjacent services in your industry.<\/span> Right now, many brands are naming themselves after the AI tools central to their services: will these names still resonate with customers in five years when AI is no longer the hip new thing?<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">One common naming mistake is for people to settle on a name that\u2019s geographically limited. If you\u2019re offering a service that\u2019s physical, rather than digital, the desire to connect with your community is understandable \u2014 but a name like 4th Street Automotive will prevent you from connecting with customers when you open a second location over on 81st Street. In this particular scenario, it\u2019ll also lead to a lot of people who need an oil change getting very lost!<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Generic Names<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Standing out among your competitors is hard enough without a generic name that signals nothing about your business\u2019s identity and values. Your business name should be unique and pique the interest of your potential customers whenever they hear it. In the modern marketplace, simply stating the service you offer, for example, is rarely going to be enough.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Generic names are also extremely hard to attach a valuable domain to \u2014 something we\u2019ll get into later.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">You Don&#8217;t Know Your Audience<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Before you choose a name, make sure you know who it\u2019s supposed to appeal to. Expensive patio furniture in traditional styles, for example, should be aimed at an older audience who own homes and buy rocking chairs! They <a href=\"https:\/\/www.atom.com\/blog\/research-brand-positioning-trust-vs-innovation\">value traditional, historied, trusted names<\/a>. But if you\u2019re selling build-at-home furniture that\u2019s affordable and bought online, your audience is probably younger and is likely to respond to a more modern brand name. <\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"SixSteps\"><b>How to Come Up with a Great Business Name in 6 Steps<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Naming a business can be broken down into 6 steps. By following our clear process, you\u2019ll avoid getting overwhelmed by the possibilities and stalling. Nor will you speedrun the naming process, missing out on key components like <a href=\"https:\/\/www.atom.com\/blog\/how-to-create-a-brand-identity\/\">understanding how your name connects to your brand identity<\/a> or the vital audience validation process.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>1. Clearly Envision Your Business and Value Proposition<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Concrete, clear, and well-defined ideas are much easier to name than hazy, vague ones. So, before beginning the naming process ask yourself <a href=\"https:\/\/www.atom.com\/blog\/stages-of-the-branding-process\/\">how well you understand your business, really<\/a>?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Many founders, with an implicit sense of their business, fail to make explicit exactly what their business will do for its customers. Before you start seeking a name, you must envision your business in both the grandest terms as well as the details:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">What\u2019s your story?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">What\u2019s your mission?&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">How will your customers interact with your product or service?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">What does a single iteration of a sale look like?<\/span><span style=\"font-weight: 400;\"><br><br><\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">A great way to start building your brand is with our <\/span><a href=\"https:\/\/www.Atom.com\/build-a-brand\"><span style=\"font-weight: 400;\">AI-powered brand-building tool<\/span><\/a><span style=\"font-weight: 400;\">. With just a little information from you, we create a free brand book, sometimes called brand guidelines or a brand bible, that you can refer to for all things branding for years to come!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Once you understand your brand, you can create your value proposition: a breakdown of exactly why your customers will choose you over your competitors. If your value proposition runs to more than a couple sentences, scrap it and start over. You\u2019re honing in on exactly why you exist and why that matters. If you can\u2019t say it simply, your customers won\u2019t understand it any more than you do.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Let\u2019s say you\u2019re opening a chocolate shop. Don\u2019t focus on broad operational details like the top-of-the-line equipment you use or the color scheme of your interior. Instead, focus on the details that your customers will truly value, like the fact that you are starting this shop so that people can enjoy the little things in life or the ethical considerations that go into your stock selection. These are the kinds of details that will help you find a name.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">With a value proposition that captures your business in a sentence or two, you are one step closer to a name that sums up your business in a word or two<\/span>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><em>Expert Tip: Develop Your Brand Imagination<\/em><\/h3>\n\n\n\n<p><i><span style=\"font-weight: 400;\">It\u2019s important to develop your <\/span><\/i><a href=\"https:\/\/www.atom.com\/blog\/heres-a-guaranteed-way-to-get-excited-about-your-brand-name\/\"><i><span style=\"font-weight: 400;\">brand imagination<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> at this stage. This advanced naming concept is often missed by founders who see a name and think \u201cthat\u2019ll do\u201d without getting excited about its deeper meaning.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Building brand imagination lets you <a href=\"https:\/\/www.atom.com\/blog\/what-is-visual-branding\/\">connect your name to your future logo<\/a>, website landing page, your business\u2019s story and mission, and the evocation of emotion in your customers.&nbsp;<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">To develop brand imagination in the naming process, try to imagine how a logo could spring up from every name you assess,&nbsp; then imagine that logo on a website. Picture your customers finding that website, and imagine how they will connect your name to your story.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Without brand imagination, you might find yourself rejecting names because you lack the creativity to see how they fit at the center of your brand identity. Until you have brand imagination, a name is just a word on a page: brand imagination brings potential names to life.<\/span><\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b><strong>2. Define your Brand Identity<\/strong><\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Your value proposition helps you understand what your business does and why your customers will care. Now it\u2019s time to go deeper into generating your brand identity.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Start With Your Customers<\/b><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Before you can identify a brand identity, you need to understand your target audience. Who will your customers be, and what will appeal to their passions, values, and desires?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">You can define your audience based on a range of factors, from behavioral to demographic; psychographic to geographic. Market research and competitor analysis will help you determine your target audience and what\u2019s important to them.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Find Your Brand Tone<\/b><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Once you understand your potential customers, you can reach for a <\/span><a href=\"https:\/\/www.atom.com\/blog\/create-a-brand-name-tone\/\"><span style=\"font-weight: 400;\">brand tone<\/span><\/a><span style=\"font-weight: 400;\"> that chimes with what they want to see. Your brand tone should coherently connect your value proposition and your target customers.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So what is tone? Tone is a general term for a character or attitude of a place, a story, or, yes, a business or brand. The tone of your business should speak to your audience while also appealing to your business aspirations.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The right tone will set a foundation for your brand and allow you to control how your brand is perceived. Compare the fashion brands Gucci and Fossil. People who are shopping for high-end products will gravitate towards Gucci, whereas Fossil makes a direct appeal to durability and lasting practical quality.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Some of our favorite brand tones include:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Historied Trusted<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Modern and innovative<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Fun and Playful<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Warm and inviting<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Pragmatic<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Intriguing<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Emotionally impactful<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">To pick up our chocolate shop example, if you\u2019re focussing on luxury chocolate for gifts and special moments, then you might take a prestigious tone for your brand. But if you\u2019re in business to offer your customers a spark of joy that breaks up the hustle and bustle of their everyday lives, then a fun and playful tone fits your overall mission.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Understand Your Industry Position<\/b><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Before you settle on a brand tone, one last thing to consider is the wider industry within which you\u2019re positioning yourself. Brand tone can help you fit in among, or stand apart from, your competitors. So what do you want to do?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Are you an industry disruptor, barrelling into the marketplace with tongue firmly in cheek?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Or are you setting yourself apart from your competitors with a higher standard of professionalism and customer service? Your brand tone will influence how you\u2019re seen within your industry, as well as by your customers.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Brand Tone Leads to Name Style<\/b><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Once you\u2019ve worked out a brand tone, you should start thinking about name style. This is closely linked to brand tone, but not the same thing. Name styles can work for multiple brand tones, and the appropriate style of name for <\/span><i><span style=\"font-weight: 400;\">you<\/span><\/i><span style=\"font-weight: 400;\"> depends on your business area, your customers, your products, and current naming trends (although trends should be considered carefully if you want your name to stand the test of time).<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Here are a few examples of name styles:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Clever: Squatty Potty<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Modern: Slack, Lyft<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Emotional: By Humankind, Triumph Motorcycles<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Pragmatic: Facebook, Gmail<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Classic: Gucci, Warby Parker<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">To help illustrate the connection between brand tone and name style, let\u2019s take a look at which tones and styles work together, and which don\u2019t:<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Winning combinations:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Fun and playful + Clever, Modern<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Historied + Classic, Pragmatic, Emotional<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Warm and Inviting + Classic, Emotional, Clever<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">Clashing combinations:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Fun and playful \u2013 Pragmatic, Emotional<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Historied \u2013 Clever, Modern<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Warm and Inviting <span style=\"font-weight: 400;\">\u2013<\/span> Pragmatic<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">As you can see, there\u2019s not a one-to-one connection between tone and a single style, but knowing your brand tone narrows things down and gives you direction when choosing a style and, ultimately, deciding on a name.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b><i>Expert Tip \u2014 Identify Secondary Branding Elements<\/i><\/b><\/h4>\n\n\n\n<p><i><span style=\"font-weight: 400;\">If you want to take a deeper dive into your brand, tying your naming choices to secondary branding elements will allow you to create a powerful and coherent vision for your long-term branding strategy.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">To understand your secondary branding elements, you need to understand the big ideas, personal values, and stories that will drive your brand.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Your story should contain the reason you\u2019ve started your business, your personal investment in the industry, and the problem you want to solve. Into this story, thread your values as well as those that are most important to your audience. And lastly, place this narrative within the bigger picture of your business plan and your overarching strategy.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Now ask yourself: which name contains all of these elements? Not just something that\u2019s tonally aligned with your brand but a name you can grow into every step of the way. It\u2019s a question of who you want to be when you grow up.<\/span><\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>3. Brainstorm Unique, Catchy, and Creative Business Name Ideas<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">With a strong sense of your brand identity, you\u2019re ready to begin the creative process. It\u2019s time to brainstorm for names that sum up your value proposition, appeal to your target audience, and match your brand tone.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">There are many business name types to help guide your process. These include:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Real Word:<\/b><span style=\"font-weight: 400;\"> Apple, Slack<\/span>, Friend<\/li>\n\n\n\n<li><b>Misspelled:<\/b><span style=\"font-weight: 400;\"> Lyft, nimbl, Mohawx<\/span><\/li>\n\n\n\n<li><b>Compound:<\/b><span style=\"font-weight: 400;\"> SnapChat, SplitWav<\/span><\/li>\n\n\n\n<li><b>Phrases:<\/b><span style=\"font-weight: 400;\"> StumpleUpon, Ready to Rise<\/span><\/li>\n\n\n\n<li><b>Blends:<\/b><span style=\"font-weight: 400;\"> Groupon, Yuconic, Winvested<\/span><\/li>\n\n\n\n<li><b>Descriptive: <\/b><span style=\"font-weight: 400;\">Whole Foods, The Body Shop<\/span><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Made Up\/Abstract:<\/b><span style=\"font-weight: 400;\"> Orizia, Itorix<\/span><\/li>\n\n\n\n<li><b>Transmutations:<\/b><span style=\"font-weight: 400;\"> Zappos, Zumba<\/span><\/li>\n\n\n\n<li><b>Acronyms:<\/b><span style=\"font-weight: 400;\"> IBM, HP<\/span><\/li>\n\n\n\n<li><b>Play On Words:<\/b><span style=\"font-weight: 400;\"> Deja Brew, EyeQ, Inner Peas<\/span><\/li>\n\n\n\n<li><b>Metaphoric:<\/b><span style=\"font-weight: 400;\"> Nike, Silverline, LoanSpring, RobinHood<\/span><\/li>\n\n\n\n<li><b>Visual:<\/b><span style=\"font-weight: 400;\"> Iron Flame, Blue Cabin<\/span><\/li>\n\n\n\n<li><b>Foreign words:<\/b><span style=\"font-weight: 400;\"> La Brosa, Nomi d\u2019Italia<\/span><\/li>\n\n\n\n<li><b>Latin, Greek, Anglo Roots:<\/b><span style=\"font-weight: 400;\"> Rinsio, Bluntly, Omni Lend<\/span><\/li>\n\n\n\n<li><b>Poetic\/Rhyme:<\/b><span style=\"font-weight: 400;\"> Boohoo, Piggly Wiggly<\/span>, Shake &#8216;n Bake<\/li>\n\n\n\n<li><b>This &amp; That:<\/b><span style=\"font-weight: 400;\"> Abercrombie &amp; Fitch, Lydia &amp; Park, Owl and Lark<\/span><\/li>\n\n\n\n<li><b>Names and Surnames:<\/b><span style=\"font-weight: 400;\"> Oskar, Windsor Harlow, Barnes and Noble<\/span><\/li>\n\n\n\n<li><b>Alliterative: <\/b><span style=\"font-weight: 400;\">Blackberry, Krispy Kreme, Coca-Cola<\/span>, <span style=\"font-weight: 400;\"> Lula Learn,<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">Try creating a handful of names for every category on this list and you\u2019ll be off to a good start. Not every name you come up with will be good, but that\u2019s all part of the process so don\u2019t be afraid to make mistakes, all in the name of getting your creative juices flowing.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Creative Techniques<\/b><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Alongside the name types, you can be guided by creative techniques to help you come up with names. Lean on these techniques if you feel your creativity drying up: write out a list of adjectives related to your brand and a list of emotions you want to evoke in your audience and see where it takes you, or choose Greek or Latin words as the root of your name.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">There are several additional exercises to work through on Atom\u2019s Brand Naming Worksheet. Interested in DIY naming? Just enter your email address and we\u2019ll send you the worksheet, which was carefully developed by Atom experts, for free!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">You can also use <\/span><a href=\"https:\/\/www.Atom.com\/business-name-generator\/\"><span style=\"font-weight: 400;\">our AI-powered, real branding data-informed name generator<\/span><\/a><span style=\"font-weight: 400;\"> to get a list of powerful names to work with.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Finally, why not look for inspiration from competitors and industry leaders? What name types have industry-adjacent brands opted for?&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Reverse engineer their naming process to understand how their choice of name relates to their target audience and brand tone. Ask yourself if there\u2019s anything they\u2019ve done well that you can learn from or anywhere they\u2019ve made a mistake that you can correct with your own business name.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b><i>Expert Tip: Literary Devices<\/i><\/b><\/h4>\n\n\n\n<p><i><span style=\"font-weight: 400;\">You don\u2019t have to be a poet or a bookworm to use literary devices. Understanding a few literary tricks can be helpful for creating a catchy, memorable name. Here\u2019s a primer:<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\"><strong>Alliteration<\/strong>: Alliteration uses the repetition of a first sound across multiple words to enhance memorability.&nbsp; Blackberry, Coca-Cola, and Range Rover have leveraged this tool to create memorable brand names. Hard consonant sounds combine well with alliteration to create powerful, unforgettable names.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\"><strong>Assonance<\/strong>: Assonance relies on similarities in the stressed vowel sound of combined words to create a name that\u2019s easy for customers to say, and remember. See: YouTube, FedEx<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\"><strong>Wordplay<\/strong>: While wordplay and wit aren\u2019t appropriate for every brand identity, they can be a strong option to create a memorable name. There\u2019s a reason so many Chinese takeaways are called Wok This Way.<\/span><\/i> <em>Wordplay is inevitably playful, so avoid it for prestigious brand name ideas, and shoot for strong imagery or metaphor instead. <\/em><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\"><strong>Rhyme<\/strong>: Rhyme is often employed as a memory aid, such as in expressions like \u201cI before E, except after C\u201d. Brands can leverage this for memorability, 7-Eleven being an excellent example.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\"><strong>Imagery<\/strong>: Connecting your name with an image or an emotion gives your customers something more meaningful than the letters on a page. Olive Garden successfully conjures the image of relaxed, Mediterranean dining through the paired imagery of their name.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\"><strong>Metaphor<\/strong>: Slack\u2019s ironic name and Amazon\u2019s association with gargantuan size both helped propel these brands into our collective consciousness.<\/span><\/i><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Enlist Help<\/b><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">A word of advice: don\u2019t undertake your brainstorming sessions in a vacuum. Not only is it creatively draining to brainstorm for a name on your own, but you miss out on the curve balls and creative twists that other people provide. You\u2019ll also have no one to use as a sounding board \u2013 \u201cDoes this name actually sound weird, or have I just said it 150 times\u201d is a very common question!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Asking friends and family members for name ideas can provide some offbeat ideas, but it\u2019s better to assemble the core members of your business and provide them with a naming brief containing everything you considered in steps one and two<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Your naming brief should include your value proposition and an overview of your brand identity, and it ensures that every name you consider stays on-brand.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Without a naming brief, a team member might come up with a catchy name that you gravitate towards. But if it doesn\u2019t fit with the vision of your brand it will be a false start and could lead to incoherent branding, confused customers, and lost business down the line.<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/www.Atom.com\/branding-marketing-naming-contests?\"><span style=\"font-weight: 400;\">Our naming contests<\/span><\/a><span style=\"font-weight: 400;\"> are the perfect complement to your own brainstorming process.&nbsp; With a naming contest, you gain access to a community of naming creatives and receive a long list of powerful business names that align with your brand tone and business identity. You can filter, give feedback to creatives, and hone in on the perfect name for your business.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>4. Build a Shortlist of the Best Business Name Ideas<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The brainstorming process will give you a long list of name ideas. Some will immediately appeal to you, while others might leave you cold, and maybe one stands out as a clear winner (in your opinion).<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">But even if you\u2019re gravitating towards a particular name and you think you\u2019ve found \u2018the one\u2019, there\u2019s work to be done yet. These next steps will future-proof your name and give you confidence in your business name on the long road ahead.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b><i>Expert Tip \u2014 Assessing Industry Trends<\/i><\/b><\/h4>\n\n\n\n<p><i><span style=\"font-weight: 400;\">With an understanding of the themes that connect your competitor\u2019s names, you can assess each of your potential names within your chosen market. Are you hitching your wagon to naming trends, leveraging the expectations of your customers when they hear a name that immediately fits into your chosen industry? Or are you boldly switching it up and choosing a name that surprises your audience?<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Choosing a name that disrupts industry trends can be a bold choice. It will give you more scope to forge your own path and become a leader in your industry.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">But it will also take more work to build trust and loyalty among your target audience when you start off as an outsider.<\/span><\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>5. Validate Your Chosen Business Name Ideas<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">With your shortlist of great business names at hand it\u2019s time to assess their performance in the wider world.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">This validation stage is incredibly important for the practical implications of your name. Sometimes the catchiest, coolest business name will have to be rejected on a technicality \u2014 a trademark infringement, a problematic connotation in a foreign language, or a clumsy combination of syllables that will prevent seamless customer referrals.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">A relevant domain name is integral to how your customers find you. If you have simple, real-word names on your shortlist, then domain availability will be limited.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Check For Domain Name Ability<\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Your business name and domain don\u2019t have to align exactly, but they must be closely related for your customers to find you online. If you\u2019re considering naming your chocolate shop <\/span><i><span style=\"font-weight: 400;\">Bliss, Dulce, <\/span><\/i><span style=\"font-weight: 400;\">or <\/span><i><span style=\"font-weight: 400;\">Sweets<\/span><\/i><span style=\"font-weight: 400;\">, domain availability could force a rethink.<\/span> Let&#8217;s say your business name is Blissly: an exact match such as blissly.com is ideal, but adding a short action word like &#8216;get&#8217; to become getblissly.com can still make sense to customers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Research Trademark Availability<\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Considering there have been more than 6.7 million trademark applications, and there are only 171,476 words in the English language, it\u2019s likely that some of your shortlisted names will fall foul of preexisting registered trademarks.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">To ensure your business has room to grow and to protect your brand, trademarking is essential. Trademark conflicts can lead to costly legal battles and brand-damaging name changes.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Our <\/span><a href=\"https:\/\/helpdesk.Atom.com\/en\/articles\/389625-trademark-research-service\"><span style=\"font-weight: 400;\">Trademark Research Service<\/span><\/a><span style=\"font-weight: 400;\"> can validate names at this stage. A comprehensive analysis will flag any potential conflicts and provide you with an overall Risk Score for your chosen names.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Get Audience Feedback<\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">You\u2019ve shortlisted names based on how you expect them to appeal to your target market, but validating these assumptions with detailed audience analysis is an important step in building confidence in your name.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">You can ask a selection of strangers, pay a focus group, or run professional audience testing. Our deep-targeted <\/span><a href=\"https:\/\/www.Atom.com\/audience-testing\"><span style=\"font-weight: 400;\">audience testing service<\/span><\/a><span style=\"font-weight: 400;\"> is designed to provide you with essential insights. You can design a survey to ask real people anything, from your name\u2019s unique appeal to its association with your intended values.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Although asking friends and family about your final shortlist is tempting, they\u2019re usually not a great audience. Not only are they probably personally invested in your project, but they know you! They\u2019ll be able to tell which names you like, and that will lead them in their answers. Beyond that, your friends and family may fall well outside your target audience, making their opinions far less relevant.&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Consider Linguistic and Cultural Connotations <\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Many business founders are concerned about surviving their first year, and at Atom we understand the challenges of doing so. But a name isn\u2019t just about your first year trading, it\u2019s about every year after that too. Your name should give you limitless room to expand into new markets.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So, consider the linguistic and cultural implications of your name. Are there English homophones (words that sound the same, but carry different meanings) with problematic associations? Do your chosen names have any unexpected meanings in different languages?<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Assess Sound, Pronunciation and Visual Appeal<\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Your chosen name must have semantic associations that relate to your business\u2019s character and values. But a name is also, simply, a series of letters: you also need to step away from <\/span><i><span style=\"font-weight: 400;\">meaning <\/span><\/i><span style=\"font-weight: 400;\">and assess the objective sound, pronunciation, and visual appeal of these letters.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">We like the <\/span><a href=\"https:\/\/www.atom.com\/blog\/crowded-bar-theory-matters-naming-business\/\"><span style=\"font-weight: 400;\">Crowded Bar Test<\/span><\/a><span style=\"font-weight: 400;\"> for gauging your name\u2019s practicality. Can your name be understood in conversation in a loud, crowded bar? If not, it\u2019s unsuitable for use in real life.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Additionally, consider how the word looks on the written page. Can you see these letters connecting to form a logo? Are there luxuriously swooping <\/span><i><span style=\"font-weight: 400;\">g<\/span><\/i><span style=\"font-weight: 400;\">\u2019s, <\/span><i><span style=\"font-weight: 400;\">h<\/span><\/i><span style=\"font-weight: 400;\">\u2019s, and <\/span><i><span style=\"font-weight: 400;\">m<\/span><\/i><span style=\"font-weight: 400;\">\u2019s, or the clean angles of an <\/span><i><span style=\"font-weight: 400;\">x,<\/span><\/i> <i><span style=\"font-weight: 400;\">t<\/span><\/i><span style=\"font-weight: 400;\">, or <\/span><i><span style=\"font-weight: 400;\">k<\/span><\/i><span style=\"font-weight: 400;\"> to lean on for sharp, minimalistic design? Which of these aligns with your brand tone?<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Imagine Everyday Use in Different Contexts<\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Imagining your name being used in different, daily contexts is a great thought experiment that lets you see the benefits or faults in your shortlisted names. Is it easy for your customers to reach for in conversation? Will it look equally attractive on an iPhone screen as a giant billboard?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">For your business to be a success, your name should be used thousands of times a day, in board rooms, by news anchors, and by customers: it should fit every one of these contexts.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b><i>Expert Tip &#8211; Become A Verb, Change The World<\/i><\/b><\/h4>\n\n\n\n<p><i><span style=\"font-weight: 400;\">If you have designs on becoming an industry giant, perform the \u2018verb check\u2019 to see if your shortlisted business names will help you shape the marketplace and change the world.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">It\u2019s commonplace to hear consumers describe taking a taxi as Ubering or searching online as Googling, and these brands benefit every day from the ultimate association they\u2019ve created between their name and their product.<\/span><\/i><i><span style=\"font-weight: 400;\"><br><\/span><\/i><i><span style=\"font-weight: 400;\"><br><\/span><\/i><i><span style=\"font-weight: 400;\">While many small businesses don\u2019t need to become a verb, brands positioned as industry disruptors should certainly set their sights this high. Try to use your name in a sentence, and ask if you imagine your name being verbified to become an action your customers perform, like Skyping, hoovering, or getting velcroed?&nbsp;<\/span><\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>6. Understand Costs and Budget for a Domain Name<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">While selecting your business name, you should be thinking about choosing and acquiring a domain name. Whether your business will be totally online or has a brick-and-mortar store, a website is essential for branding, marketing, and selling.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">These days, no business can survive without a strong domain name. Short, sharp, memorable, and professional domain names reinforce brand loyalty, ensure customers trust you to deliver and enable new customers to find you with ease.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Of course, <a href=\"https:\/\/www.atom.com\/blog\/what-is-a-premium-domain\/\">premium domains<\/a> require an appropriate investment, so we\u2019ll explore some other options to help you determine what budget is right for your business. But when it comes to return on investment, purchasing a high-quality domain name gives you a platform for growth and can maximize returns in the long term.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Domain Pricing<\/b><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">A strong, brandable name can cost anywhere from a few thousand dollars to six figures. Creatively spelled names, compound names, made-up words, and transmutations can often come in at the lower end of this scale. So, creativity is essential in the naming process if this is your budget. For example, domains like ChocolateCheer.com, YesChoco.com, or Chocolant.com would fit into this price range.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Ultra-premium, single English-language words or category-defining names like Hotels.com are highly coveted and tend to be at <a href=\"https:\/\/www.atom.com\/blog\/most-expensive-domains\/\">the other end of the scale<\/a> in terms of price. If you plan on becoming a household name with a streamlined brand identity that tells your customers exactly who you are, then your domain is a huge investment with huge potential.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Despite the large initial outgoing, these elite domains are worth every cent if you\u2019re launching a business you believe in. Industry rumors suggest that Slack paid $60,000 for their gold-standard domain, and we think that was a steal, while AI companion brand Friend paid a cool $1 million for Friend.com \u2014 <a href=\"https:\/\/www.theverge.com\/2024\/7\/30\/24210034\/friend-ceo-spent-most-of-the-companys-money-buying-friend-com\">and it was worth every cent<\/a>.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">At the other end of the spectrum, Tesla paid a whopping $11 million for Tesla.com after using Teslamotors.com for many years. This illustrates the issues, and expenses, that can crop up when you think \u201cWe\u2019ll upgrade the domain later\u201d rather than choosing a name with a great, available domain in mind and building the cost into your initial plan.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It\u2019s important to remember that buying a domain isn\u2019t like buying a car \u2013 it doesn\u2019t lose value when you drive it off the lot \u2013 in fact, it\u2019s more like buying land or property. Over time, <a href=\"https:\/\/www.atom.com\/blog\/how-to-sell-a-domain-name\/\">domains tend to go up in value<\/a>.&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b><br>The ROI Of A Premium Domain<\/b><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">A <a href=\"https:\/\/www.atom.com\/blog\/why-are-premium-domains-so-expensive\/\">premium domain is a big investment<\/a> at the outset, but these domains offer a substantial return on investment that few businesses can afford to ignore.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">When it comes to compromising on the top-level domain, consider how many customers will navigate to ChocolateShop.com instead of ChocolateShop.shop. A well-funded competitor could purchase the <\/span><i><span style=\"font-weight: 400;\">.com<\/span><\/i><span style=\"font-weight: 400;\"> extension and have it redirect to their own website, or customers could encounter a 404 page that leads them to think you\u2019re out of business.<\/span><br><br><span style=\"font-weight: 400;\">Either way, you\u2019re losing out. Your competitors are taking your customers, or your business is stuck in obscurity. And the alternative is compromising on an ineffectual business name that, while affordable as a domain, won\u2019t enhance your brand.<br><br>Given that a strong brand <\/span><a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2214845019302789\"><span style=\"font-weight: 400;\">could lead to 23% more in revenue<\/span><\/a><span style=\"font-weight: 400;\">,<\/span> <span style=\"font-weight: 400;\">choosing a weak domain, or worse, a weak name, could wipe the same amount from your returns.<\/span><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"FinalTips\"><b>Final Tips for Choosing a Business Name With Confidence<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Choosing a name for your business can be a stressful process. Regardless of the strength of your idea, your business plan, and your assembled team, your venture could live and die on the strength of your name.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So, for your own sake as well as that of your business, it\u2019s important to step forward with confidence. Here are some final tips to make sure there\u2019s no second-guessing once you\u2019ve landed on the perfect name.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Start With a Long List<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">If your initial long list of brainstormed names contains just 5 ideas, you can be pretty sure that you\u2019ve missed out on some important concepts that could provide valuable avenues of investigation.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Our AI-powered <\/span><a href=\"https:\/\/www.Atom.com\/business-name-generator\"><span style=\"font-weight: 400;\">business name generator<\/span><\/a><span style=\"font-weight: 400;\"> provides an instant source of hundreds of names, created through structured modeling of the best name types and matched to your brief.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Before shortlisting, you should have reviewed hundreds of names, preferably those created by experts who have worked on naming projects in the past. At Atom, we have thousands of creatives on hand to help. <\/span><a href=\"https:\/\/www.Atom.com\/start-contest\"><span style=\"font-weight: 400;\">Leveraging one of our crowdsourced naming contests<\/span><\/a><span style=\"font-weight: 400;\"> is invaluable in generating a list of strong business names.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Explore a Marketplace With Curated Names<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Discovering pre-curated name ideas can be a source of inspiration for your own brainstorming and it can save you substantial time and effort when it comes to pairing a name with a strong and relevant domain.<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/www.Atom.com\/premium-domains-for-sale\/all\/\"><span style=\"font-weight: 400;\">Our premium domain marketplace<\/span><\/a><span style=\"font-weight: 400;\"> has been expertly curated to provide the best return-on-investment domain names out there. You\u2019ll find strong, brandable business names and gold-standard extensions at the ready.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Validate With Real Audience Insights<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Asking your friends, family, and barista to try roasting your chosen name is one thing, but for genuinely actionable insights you need targeted testing presented in a legible format.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">As every business leader knows, your customers will always find a way to surprise you. Whether it\u2019s an obscure cultural connotation or the inability of your average user to pronounce a (seemingly innocuous) phrase, without accurate audience insights there will always be doubts surrounding your name.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Our <\/span><a href=\"https:\/\/www.Atom.com\/audience-testing\"><span style=\"font-weight: 400;\">leading human insights platform<\/span><\/a><span style=\"font-weight: 400;\"> can provide you with the raw data to back up your chosen name and take your business into the world with confidence.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b><i>Expert Tip &#8211; Ask Specific Questions For Deeper Insights<\/i><\/b><\/h3>\n\n\n\n<p><i><span style=\"font-weight: 400;\">While asking a broad panel of your target audience questions about the objective sound, pronunciation, and memorability of your name will provide you with valuable insight, it\u2019s possible to dig deeper.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Craft the right questions for your audience with your value proposition and brand identity in mind. Ask them which of two names has the strongest association with prestige or whether a possible name aligns with the values on which you\u2019re centering your brand.&nbsp;<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Using your understanding of your business\u2019s identity to guide the questions you ask in audience testing helps you land on a name that instantly resonates with your target market. This strengthens your brand and its connection to customers, from launch to global domination.<\/span><\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Find Cohesion When Naming as a Group<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Naming a business can be an emotional process, and every member of the team brings their own assumptions and experience into the creation of, and reflection on, a name. While folding team members or other founders into the naming process can be a source of valuable creative energy, it can also pose new challenges.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">To mitigate this, if you\u2019re choosing a name as a group, it\u2019s important to preface any naming discussion by getting everyone on the same page with an agreed value proposition and brand identity.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Create and share a naming brief outlining your brand identity and value proposition, and take time to explore your team\u2019s assumptions about who you are and what you do before stepping into the naming process.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Remember, no Brand Name is Perfect<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Lastly, remember that no brand name is perfect. No name can be equally prestigious, disruptive, playful, and intriguing, for example. In fact, some of the characteristics of a name, and brand, are mutually exclusive and naming is inevitably a trade-off between these qualities: you can&#8217;t be histories and disruptive at the same time. Strategize to appeal to your target audience and brand identity.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Nobody pronounces Adidas correctly, while eCommerce giant Amazon\u2019s name has the potential to call to mind deforestation and climate change. But these brands chose strong names based on the right criteria and, despite seeming weaknesses, grew into industry giants.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you\u2019ve followed the principles of how to come up with a business name outlined in this guide, you can put full faith in the power of your business name. It will be aligned with your value proposition; it will enhance your brand identity; it will connect with your customers\u2019 values and stick in their minds; it will be attached to a relevant, premium domain. And most of all, it will be you.<\/span><\/p>\n\n\n\n<p>Ready? <a href=\"https:\/\/www.atom.com\/premium-domains-for-sale\">Find your name today<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"FAQs\"><\/h2>\n","protected":false},"excerpt":{"rendered":"<p>Choosing a name is one of the hardest parts of starting a new business &#8212; and if you\u2019re wondering how to come up with a business name, you\u2019re probably well aware that there are very few easy parts of starting a new business! With naming, though, there are rules to follow that make it easier. [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":10148,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[833],"tags":[132,145,409,405,652],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Come Up with the Perfect Business Name in 2025<\/title>\n<meta name=\"description\" content=\"Not sure how to name a business? This ultimate guide to naming a brand, business, and more can help you come up with a great name for just about anything.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Come Up with the Perfect Business Name in 2025\" \/>\n<meta property=\"og:description\" content=\"Not sure how to name a business? This ultimate guide to naming a brand, business, and more can help you come up with a great name for just about anything.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/\" \/>\n<meta property=\"og:site_name\" content=\"Atom\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/atomdotcom\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-07T21:11:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-01T16:52:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/11\/pasted-image-0.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Grant Polachek\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@atomhq\" \/>\n<meta name=\"twitter:site\" content=\"@atomhq\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Grant Polachek\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"24 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/\"},\"author\":{\"name\":\"Grant Polachek\",\"@id\":\"https:\/\/www.atom.com\/blog\/#\/schema\/person\/b496261ef590520a5bdb47bcc1e13a2d\"},\"headline\":\"How to Come Up with the Perfect Business Name\",\"datePublished\":\"2023-11-07T21:11:21+00:00\",\"dateModified\":\"2025-01-01T16:52:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/\"},\"wordCount\":7094,\"publisher\":{\"@id\":\"https:\/\/www.atom.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/11\/pasted-image-0.webp\",\"keywords\":[\"business name\",\"business name ideas\",\"how to choose a name\",\"name ideas\",\"naming a business\"],\"articleSection\":[\"How to Create and Find a Business Name\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/\",\"url\":\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/\",\"name\":\"How to Come Up with the Perfect Business Name in 2025\",\"isPartOf\":{\"@id\":\"https:\/\/www.atom.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.atom.com\/blog\/how-to-come-up-with-a-business-name\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.atom.com\/blog\/wp-content\/uploads\/2023\/11\/pasted-image-0.webp\",\"datePublished\":\"2023-11-07T21:11:21+00:00\",\"dateModified\":\"2025-01-01T16:52:26+00:00\",\"description\":\"Not sure how to name a business? 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