How to Choose and Register a Business Name
What Makes a Good Business Name
The best business names share a few characteristics. They are short, ideally two to three words. They are easy to spell when heard aloud, so customers can find your website without guessing. They are easy to pronounce, so word-of-mouth referrals work naturally. They do not limit you to a single product or location, allowing the business to evolve. And they are distinctive enough to stand out in search results, on packaging, and in conversation.
Avoid names that are too generic. "Quality Products LLC" or "Best Online Store" say nothing memorable and are impossible to rank in search engines because thousands of other businesses use similar names. On the other extreme, avoid names that are too clever, obscure, or require explanation. If you have to tell people what your name means, it is not working. The sweet spot is a name that communicates something about your brand or industry while being unique enough that people remember it and can find it online.
Consider how the name will look as a domain, an email address, and a social media handle. A name that works beautifully on paper might be awkward as a URL. "Swift Speed Sports" becomes swiftspeedsports.com, which is long and could be misread. Check how the name looks written as a single string of lowercase letters, since that is how it appears in a URL. Accidental word combinations within the name can be embarrassing or confusing. The often-cited examples (Pen Island, Therapist Finder, Speed of Art) illustrate how names that look fine with spaces can create unintended readings as URLs.
Step-by-Step Name Selection and Registration
Start with a wide list and narrow down. Write down every idea without filtering. Include descriptive names (names that describe what you sell), invented names (made-up words), combined names (two words merged), metaphorical names (words that evoke a feeling or concept), and personal names (your name or surname). For each name, write down the matching .com domain you would want. Eliminate any name where the domain is more than 15 characters or contains hyphens, since hyphenated domains are harder to communicate verbally and look less professional.
Go to your state Secretary of State's website and use their business entity search tool. Search for each name on your list. Most states require your name to be "distinguishable" from existing registered businesses, which means it cannot be identical or confusingly similar to another entity's name. "Mountain Gear LLC" and "Mountain Gear Inc" would likely be considered too similar. "Mountain Gear LLC" and "Mountain Outdoor Gear LLC" might also be rejected depending on the state. If your top choice is taken, try variations, but only if the variation is genuinely different enough to avoid confusion. Operating under a name similar to an existing business, even if the state allows it, can lead to customer confusion, misdirected mail, and potential trademark disputes.
Search for the exact .com domain on any registrar (Namecheap, Google Domains, GoDaddy). If the .com is available, buy it immediately, even if you are not ready to build a website. Domain names cost $10 to $15 per year, and someone else could register it while you deliberate. If the .com is taken, check whether it is actively used (visit the URL) or parked. A parked domain might be available for purchase, but prices for parked domains range from $500 to $50,000+ depending on the name's perceived value. In most cases, choose a different name rather than paying a premium for a parked domain. Alternative extensions (.co, .io, .shop, .store) are acceptable for tech or niche audiences but the .com is still the default expectation for most consumers.
Go to the Trademark Electronic Search System (TESS) on the USPTO website and search for your name. A registered trademark in your industry (called your "class of goods") means you cannot use that name for your business without risking a trademark infringement lawsuit, even if your state allows the business name registration. Trademark protection is national, while business name registration is state-level. You could legally register "Apex Outdoor Gear LLC" in Ohio even if "Apex Outdoor" is a registered trademark in California, but the trademark holder could still sue you for infringement if you sell similar products. If your name is clear in the trademark database, you can optionally file your own trademark ($250 to $350 per class) for national protection, though this is not required at launch.
For LLCs and corporations, your business name is registered as part of your formation filing (Articles of Organization or Articles of Incorporation). No separate name registration is needed. If you want to do business under a name different from your registered LLC name, file a DBA (Doing Business As) with your county or state. For sole proprietors, a DBA is required if you want to operate under any name other than your legal personal name. DBA filings cost $10 to $100 depending on jurisdiction and typically expire after five years, requiring renewal.
Register the .com domain immediately after confirming availability. At the same time, create accounts on Instagram, Facebook, Twitter/X, Pinterest, TikTok, YouTube, and LinkedIn using your business name as the handle. Even if you do not plan to use all these platforms, claiming the username prevents someone else from taking it. Consistent naming across all platforms strengthens your brand identity and makes it easy for customers to find you everywhere. If your exact name is taken on a social platform, try minor variations like adding "official," "shop," or "hq" to the handle.
Naming Mistakes That Cost Money
Choosing a name without checking trademarks is the most expensive mistake. A cease-and-desist letter from a trademark holder means you have to rebrand: new business cards, new packaging, new website, new signage, updated legal filings, and lost brand recognition. A full rebrand for a small business typically costs $2,000 to $10,000 in direct expenses plus the intangible cost of customer confusion and lost SEO rankings. Spending 30 minutes on the USPTO search before committing to a name prevents this entirely.
Choosing a name that is impossible to spell from hearing it is a slow but persistent problem. If you tell someone your business name at a networking event and they cannot type it into Google correctly, you have lost a potential customer. Unusual spellings (replacing "ight" with "ite," using silent letters, combining words in unexpected ways) make your name harder to communicate verbally. Test your name by telling it to five people verbally and asking them to spell it. If fewer than four get it right, simplify the spelling.
Geographic or product-specific names limit growth. "Portland Pet Supplies LLC" works well if you only sell pet products in Portland. It becomes awkward when you expand to other cities or add non-pet product lines. Unless you are certain your business will always be local and single-category, choose a name that does not lock you into a specific geography or product niche. Amazon started selling books but chose a name that would work for anything. Your business may evolve in ways you cannot predict today.