How to Choose the Perfect Name for Your Small Business

Learn how to choose the perfect small business name that reflects your brand, ranks well online, and is legally available and memorable.

Tips on how to find the right business name.

How to Choose the Perfect Name for Your Small Business

Choosing the right name for your business is one of the most important decisions you'll make as an entrepreneur. Your business name sets the tone for your brand, impacts marketing, and influences customer perception. In this guide, we'll walk you through the steps to create a unique and memorable business name, along with useful resources to ensure it's legally available.

Why Your Business Name Matters

Your business name is often the first thing potential customers see. A strong name should:

• Be easy to remember and spell

• Reflect your brand identity and values

• Stand out from competitors

• Be available as a domain name and social media handle

Steps to Choosing the Perfect Business Name

1. Brainstorm Ideas

Start with a brainstorming session to generate name ideas. Consider:

• Descriptive words that relate to your industry

Make sure your business name and domain match what your business actually does. Including keywords that describe your main service or product can make it easier for people to find you online and can help you rank better in search engines.

• Acronyms or abbreviations of key terms

• Wordplay or puns for a fun and creative touch

• Your own name or initials if you want to represent yourself as the brand.

Use tools like Shopify's Business Name Generator or NameSnack to get ideas.

2. Check for Uniqueness and Availability

This is one of the most important steps – you need to check a formal business registry as well as the domain name and all social platforms you want to create an account on. Using the same business name and not versions of it across all areas will be important as you want your presence to be consistent. This can be a difficult task because sometimes the business name you want is not available, so you’ll need to be a bit flexible and get creative.

Once you have a list of potential names, ensure they're not already in use by:

• Searching the Canadian Business Registries for registered business names (Nuans Name Search)

• Checking trademark databases like Canadian Trademarks Database

• Verifying domain name availability via Namecheap or GoDaddy

If by chance you find the business name you want across all your platforms and the domain is available, don’t sit on it too long!  I once found a great domain, did all the research, and waited about two months before revisiting. That same domain name was now $500. Instead of the $30. I had originally found it at. 

What to choose?  Dot com or dot ca?

A .com domain is the most popular and globally recognized domain extension, ideal for businesses aiming for an international audience. In contrast, a .ca domain is specifically for Canadian businesses and signals that your company is based in Canada, which can help build trust with local customers. If your business primarily serves Canadians, a .ca domain may boost local SEO and credibility. However, if you plan to reach a broader, global audience, .com is often the better choice due to its universal appeal and recognition. Ideally, securing both can offer flexibility and brand protection.

• Searching social media platforms (Facebook, Instagram, Twitter) to ensure name consistency

3. Test Your Name

Before finalizing, test the name by:

• Getting feedback from friends, family, or potential customers

• Saying it out loud to check for clarity. Is it easy to say if you are answering business phones? Or did you unintentionally create a tongue twister? It sounds funny, but it’s surprisingly easy to do. Also, this falls into a similar area with domain names.  Some words look great when separated by spaces; however, when pushed together into a domain, they turn into something unintended.

Here is a great example:  Who remembers = www.whoremembers.com

Haha oopsie.

• Ensuring it has no unintended negative meanings in other languages

• Running a quick Google search to see if it’s associated with anything undesirable. Or if it's very generic and you are thinking of a name such as “Depot Home”, you will be competing organically and paid with “Home Depot”. I would steer clear of anything similar to large well know company names.

4. Secure Your Name

Once you've found the perfect name, secure it by:

• Registering it with the appropriate provincial or federal authorities (Government of Canada Business Registration)

• Buying the domain name and securing social media handles

• Filing for a trademark if needed to protect your brand (CIPO Trademark Registration)

Business Name Generators and Resources

Here are some additional resources to help you choose the best name:

• BrandBucket – A marketplace for brandable business names

• Squadhelp – Crowdsourced naming ideas

• Oberlo Name Generator

Final Thoughts

Your business name is a key part of your brand identity, so take the time to choose wisely. By following these steps and checking for availability, you’ll set your business up for success with a strong, unique, and legally protected name.

Have you picked a business name yet? Share your favorite name ideas in the comments below!

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