What’s in a name? Well, when it comes to businesses, quite a lot

Shakespeare. Shelley. Dickens. Kardashian. Names carry a lot of power. They have the ability to create instant associations in our heads, evoking strong emotional reactions that can be both positive and negative. And this is also true when it comes to brand names.

For many people starting their own business, one of the first hurdles can also be one of the most difficult: choosing a business name. There’s a lot of pressure to make the right choice when it comes to christening your brand. When you get the right name, other things seem to click into place. The best business names are those which appeal to the target audience and grab attention, all the while staying true to what the business itself represents.

Thankfully, there are questions you can ask yourself to ensure you make a smart choice. We’re here to guide you through the process so you can come up with a business name that’s worthy of all your brand has to offer.

Find a name that packs a punch

Remember, your business’s name is the first point of contact between you and potential clients. Of course, in the long-term substance is more important than style, but no one is going to stick around long enough to experience the substance of your business if it doesn’t offer some initial attraction. The key to this is a name that strikes the right tone.

Does it tick all three boxes?

If you aren’t sure whether your name options are strong enough, ask yourself three key questions:

  • Do you like saying it?
  • Do you like hearing it?
  • Do you like looking at it?

A business name is a sensory experience, and it’s important that you make it a positive one.

Be personal but not too personal

A bit of personality is never a bad thing when it comes to naming your business, but remember to make it personal to your business, not to you. Unless you are very much the face of your business, it’s more important to create a personable brand than it is to state your ownership in the name.

Don’t be afraid of humour

The only thing scarier than naming a business is naming a business and trying to make it funny. A fish and chip shop called The Codfather might make you inwardly groan, but puns and light-heartedness can be useful tools when it comes to creating a memorable name. Just make sure you don’t stray too far from the image you’re trying to convey.

Take local inspiration

Taking inspiration from your local area is a safe and trusted way to create a unique business name that appears friendly. This is especially true if you are indeed planning to create a local business. As your business grows, having a nod and a wink to your local area in your name can act as a nice nod to your humble beginnings.

Keep it short, simple and snappy

Above all else, a business name needs to be snappy, informative and original. It needs to clearly hint at what your business does, all while drawing in customers and portraying a trustworthy air. Think about the very essence of what makes your business unique, and how to convey that in as few words as possible.


Whatever concerns you might have about starting your own business, TEDCO Business Support can guide you through them and clear the path to success. Get in touch with one of our experts today by calling 0191 516 61 02 or drop us an email at hello@tedco.org.

What we offer

TEDCO offers one-on-one support provided by a dedicated team of business advisors and a range of pre start seminars available to clients who are taking the first steps into self-employment. This could be looking at an initial idea and developing it further, looking at how to start a business plan, business competitors, business marketing.

Are you eligible?

If you are looking to start and grow a business we’d love to hear from you. Our friendly team of experienced Business Advisors are on hand to take your call to discuss the support available.

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