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company naming tips

Our experts share insights on naming, branding and starting a new venture.

Trap: Picking a Name That's Not Your #1 Choice.

If you select a name that was your 2nd, 3rd, 4th, 5th (or yikes) 6th or lower choice, you are sacrificing something. Keep in mind that your name is the keystone of your start-up. Don't sacrifice the success of your business on a second-tier company name.

Tip: Don't Be Different, Be Outstanding.

Any company can choose a name that's different. Your goal should be to select an uber-cool company name that stands head-and-shoulders above your competitors.

Trap: Don't Use Hyphens or Dashes in Your Domain Name.

If you use a domain name with a hyphen or a dash you're telling the world you couldn't obtain the non-hyphen domain name. Hyphens and dashes look unprofessional and will compromise your online status. They’re also incredibly difficult to communicate and you’re quite likely to be sending people to the wrong site, hopefully not your completion. Hyphens only stand as an obstacle between your customers and website!

Tip: Harmonize Your Company Name With Your Strategic Objectives.

Many start-ups fail to align their name with the key strategic objectives of their firms. A great name communicates a core message in a flash of a second.

More Naming Tips & Traps

Check back regularly for new start-up tips and traps to be avoided.

Contact Brandings at 1-800-852-8900 Blog


Find Available Company Names

Available Business Names -- Insights to Help You Succeed

If you’re looking for a truly great available business name and available dot-com domain name, you have come to the right place. Brandings has developed the largest global inventory of available company names. We have thousands of ready-to-use names perfect for new businesses in hundreds of industries.

Each company name has been created by our team of etymologists and naming professionals. Brandings has developed a proprietary "Company Name Generator" that configures letters in powerful ways. Tens of thousands of names are created in order to capture an outstanding name that is unique, powerful, memorable and very importantly, is available.

We acquire the dot-com domain name and put our design team to work to create a logo design. You can "mix-and-match" design elements from our catalog to create the perfect logo. Our design team will change the typefont, colors and image – at no additional cost. You’ll have a fresh company logo design as unique as your start-up.

26 Great Tips and Ideas on Selecting an Available Company Name

We've undertaken one of the most comprehensive studies on the characteristics and attributes of successful company names and other factors that increase the chance of start-up-success. Our start-up experts and naming pros have distilled our findings into a set of practical, hands-on ideas and suggestions that will assist you in your own firm-specific name development and start-up process. We'll continue to share key findings from our research, so continue to check back.

tip for naming a Company

Idea 1: Secure the Right TLD. The letters that follow the "dot" in a domain name are collectively known as a "Top Level Domain" (TLD). Examples include .com, .net, .org, .ca, .gov. For most businesses, you'll need to secure the dot-com extension before you start operation. It's far and away the most popular TLD on the planet. We've found that if you own the dot-com you're signaling to the world that the company name is in use. If you think about it, no one wants to start a business without the dot-com. So control of the dot-com has become somewhat of a de facto company name registration system. To learn more: Domain Name Facts

tip for naming a Company

Idea 2: Don't Follow Fads. Company names that remove a vowel or consonant to sound cool are difficult to write and pronounce. So while the Web 2.0 name may be original, will be the name your audience will likely remember.

Company Naming Ideas

Idea 3: Choose a Name for "Fit" Not SEO. The best name choices are uniquely invented company names that meet your firm-specific goals. In most cases "Exact Match Domain" (EMD) names, selected for search engine optimization (SEO) rather than strategic reasons, often limit the growth potential of a firm.

tip for naming a Company

Idea 4: "Trending" Company Names. Here are the top five company names that have been trending (most popular) on during the past 30 days:,,, and

tip for naming a Company

Idea 5: Your Company Name is Your Brand Cornerstone. Your brand is essentially a promise to your audience. The right name is the foundation for a great brand. You want to consider a name with the fortitude to sustain long term market viability with an evocation of fulfillment of your brand promise.

tip for naming a Company

Idea 6: Your Domain Name = Your Company Name. In today's market environment, your audience expects that your domain name will be your company name with ".com" added. Just think about it, if you wanted to find us here at Brandings, you would likely type "" into your browser. (And you would be right!) We wouldn't start a company without owning the exact-match dot-com -- neither should you.

tip for naming a Company

Idea 7: Use Vector Graphics in Your Company Logo. The strongest logo designs are made of vector graphics. Vector graphics are clean, clear and razor sharp. Be sure to ask your logo design team to create your company logo using the highest resolution vector graphics.

tip for naming a Company

Idea 8: Short Company Names are Best. The strongest business names are short in length and pack a powerful punch. Tightly crafted names are simply easier for your audience to remember. Look for a company name with eleven letters or fewer -- the shorter the better.

tip for naming a Company

Idea 9: Clearly Understand Your Customer Touchpoints. Your audience engages with your company at a variety of touchpoints including advertising, packaging, promotional items, displays, and signage. When selecting a name, consider the impact of your name selection at each touchpoint. You'll want to ensure that the name you pick meets your strategic goals at each point of interaction.

tip for naming a Company

Idea 10: Select Logo Colors With Punch. When selecting colors for your company logo, consider powerful complementary color combinations. The complementary color pairings of red & green, yellow & purple, blue & orange are aesthetically pleasing and when presented together, make each color appear brighter. The right colors will help your logo stand out.

tip for naming a Company

Idea 11: Consider a "Text Only" Logo Design. Some of the best logo designs are composed of text only and have no graphic image. Examples include, Amgen, Philips, Toshiba, Siemens and 3M. All these logo designs skillfully use typefont and color palette to achieve a powerful corporate identity -- without an image or an icon.

tip for naming a Company

Idea 12: Oddly Spelled Names are Just Confusing. The name “Coolz” may sound, well cool, but it’s likely going to confuse your customers. Research has shown a company with a non-traditional spelling is more difficult to recall and spell than a firm conforming to standard spelling. Starting a business is hard enough, you don’t want to lose or confuse your customers.

tip for naming a Company

Idea 13: Select a Razor-Sharp Logo & Corporate Identity. Your logo design which is composed of color palette, typefont and graphic icon, is a key part of your corporate identity. It’s a visual element that shapes the way your audience views your company. Keep your logo focused on the core strategic vision of your firm.

tip for naming a Company

Idea 14: Keep Your Logo Clean and Focused. Some entrepreneurs overcomplicate their logo designs. When it comes to a winning logo design, resist the temptation to add unnecessary color, too many typefonts or overly detailed images. Keep your logo design simple, clean and powerful. McDonald’s, BestBuy, Walmart, Petco and StateFarm have relatively simple logo designs that contribute to their well-crafted corporate identities.

tip for naming a Company

Idea 15: Evocative Names Define Your Brand. An evocative company name conjures up a positive emotion or feeling in the mind (and heart)of your audience. The right business name will evoke an affirmative sensation that shapes how people view your company, products and services.

tip for naming a Company

Idea 16: Pick a Name That You Can Grow Into. You’ll want to select a company name that won’t limit your growth. The “International House of Pancakes” was a good name for a breakfast restaurant, but limited their appeal when the firm moved into expanded lunch and dinner offerings. (That’s one of the reasons the firm rebranded itself IHOP!

tip for naming a Company

Idea 17: Avoid Names With Poor Texture and Sound. You'll want to select a name that has a rich vibrancy when you say it aloud. A winning company name selection will roll off your tongue. It will just sound right when vocalized. An unsuccessful name, on the other hand, may look right on paper, but will confuse and tongue-tie your customers.

tip for naming a Company

Idea 18: The New Year is a Great Time to Start a New Business. The onset of a new year is the perfect time to put your procrastination aside and turn your idea into a bona fide business. We’ll walk you through the process step-by-step. Here's a link to help get your start-up going in the new year: 10 Key Start-Up Questions.

tip for naming a Company

Idea 19: Invented Names Are Easier to Trademark. A company name that is wholly manufactured has no inherent meaning and is usually easier to gain trademark approval by the United States Patent & Trademark Office. Keep in mind that the more unique your name (for example,,,, and the greater the likelihood of a successful USPTO trademark application. And remember, invented names are a powerful foundation for your company brand and identity -- especially important for technology, service and professional firms.

tip for naming a Company

Idea 20: Set Realistic Start-Up Expectations. Resist the temptation to be over ambitious in setting your start-up objectives. While it’s great to be enthusiastic, it’s also important to be realistic in your goals and expectations. Develop a set of objectives that are concrete, specific and measurable. Set goals that are within your grasp (or maybe a bit of a stretch) and a timeline to accomplish them. Take a deep breath and start on the first step.

tip for naming a Company

Idea 21: Start With a Plan. Your business name should stem from the core vision, mission and objectives of your start-up. When you begin with a clearly articulated business plan, you are in a stronger position to select a name that is congruous with your strategic objectives. To learn more: Start-Up Plan

tip for naming a Company

Idea 22: Focus on Differentiation. The best company names clearly differentiate your firm from your competitors. Resist the urge to select a "me too" company name. You want a name that transcends other players in your industry and captures the aspirational (and realized) strategic mission and soul of your start-up.

tip for naming a Company

Idea 23: Innovation Evocation is the Key to Naming a Tech Company. When naming a technology company, consider a name that evokes an "edge" rooted in your core innovation or area of competitive advantage. and are examples of names that communicate your company's deep intellectual reserves. To learn more: Technology Name Ideas

tip for naming a Company

Idea 24: Focus on Building a Business. A strong business name is the starting point for a great company and a powerful brand. In your name selection process continue to ask yourself two questions: 1. "Can I build a successful business on this brand name?" 2. "Does this name sound like a powerful global brand?"

tip for naming a Company

Idea 25: Domain Name History Matters. Like a fine wine, a great domain name gets better with age. A domain name with a history of continuous registration and continuous use are looked upon favorably by most search engines. So consider selecting a name with a solid genealogical pedigree.

tip for naming a Company

Idea 26: Dot-Co is a No-Go. There has been a big marketing push for firms to acquire a “.co” domain extension instead of a “.com” extension. Don’t waste your money. Your potential customers expect to find you at NOT

Invest in a Premium Domain

In real estate, great beach-front property is more valuable than a remote parcel. In business, a premium domain name is more valuable than an ordinary domain.

There are over 100 million domain names registered worldwide ... but only a small fraction are "beach-front" premium dot-com domains. You'll want to start your business with a name that has the strength and staying power to stand the test of time.

To find out how you can build your business on prime property and how you can select a premium dot-com domain name that is right for your specific business click here to learn more.

Great Names for Tech Companies and Service Firms

At Brandings® we specialize in name development for technology companies, service businesses, professional firms and other growth-driven enterprises. We know what it takes to launch and grow a start-up in a hyper-competitive market. So our name development team works to create names that will position your firm for success in the new millennium.

We stay clear of names that have unusual spellings, dropped vowels, or are difficult to remember. The result is a catalog of the most powerful company names available anywhere -- at a price that won't break your start-up budget. To find the right name for your venture, get stated and search now.

Where to Find Available Company Names

Finding the right name for your start-up can take time. You want to ensure that the name you select meets all your firm-specific strategic objectives. The staff at Brandings® has worked to make your search for the perfect name easier. Just click here to begin your search for the perfect company name.

Whatever your start-up needs, we are here to help. Call Brandings Client Service Team today at 1-800-852-8900 (Toll Free USA) +1-310-246-5100 (Worldwide) or simply click here to contact our office via e-mail:

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Author: John Geranios Ph.D.