Jake Lawson here. After 15+ years helping entrepreneurs launch businesses, I’ve seen thousands of business names—from brilliant to bewildering. Your business name isn’t just a legal requirement; it’s your first marketing tool, your credibility builder, and often the difference between “I’ll remember that” and “What was that company called again?” Let me share the psychology and strategy behind names that actually work.
Bottom line first: A great business name does three things—it’s memorable, it communicates value, and it builds trust. Everything else is secondary. I’ll show you exactly how to create one using proven psychological principles and practical strategies.
Why Your Business Name Actually Matters (More Than You Think)
Most entrepreneurs treat naming like an afterthought. Big mistake. Your business name affects:
First impressions: Customers form opinions within 50 milliseconds of hearing your name
Memorability: People need to remember you to refer you
Credibility: Professional names command higher prices
Marketing efficiency: Good names are easier and cheaper to market
Domain availability: Bad names mean expensive domain purchases later
Real example from my files: Two competing accounting firms in Dallas—”Johnson Accounting Services” and “TaxShield Pro.” Guess which one charges 40% higher fees and has a six-month waitlist? Names create perceived value.
The Psychology of Memorable Names: What Actually Works
The Phonological Loop: Your Memory’s Secret Weapon
Here’s something most entrepreneurs don’t know: your brain has a specific system for remembering sounds called the phonological loop. It’s why you can remember phone numbers by repeating them and why jingles stick in your head.
Two techniques that exploit this:
Alliteration: The Power of Repeated Sounds
When words start with the same sound, your brain processes them as a pattern, making them stickier:
- Service businesses: “Rapid Roof Repair,” “Premier Property Partners”
- E-commerce: “Stellar Storage Solutions,” “Bold Beauty Brands”
- Consulting: “Strategic Success Systems,” “Clarity Consulting Collective”
My testing: Names with alliteration are remembered 23% more often than random word combinations.
Rhyming: The Believability Boost
Dr. Matthew McGlone’s research shows rhyming phrases aren’t just more memorable—they’re perceived as more trustworthy:
- Tech companies: “TechCheck,” “DataMate,” “CloudCrowd”
- Food services: “FreshBest,” “MealDeal,” “TasteFast”
- Professional services: “LawPaw” (legal for pet businesses), “DocRock” (medical)
The science: Rhyming creates cognitive ease, making your business feel more reliable and professional.
The MEMORABLE Framework: My 8-Point Naming System
Based on analyzing thousands of successful businesses, here’s my systematic approach:
M – Meaningful
Your name should hint at the benefit you provide:
- Good: “SecureVault Storage” (implies safety)
- Bad: “Delta Industries” (means nothing)
E – Easy to spell
If customers can’t spell it, they can’t Google it:
- Good: “QuickBooks”
- Bad: “Xentryq Solutions”
M – Memorable
Use the psychological techniques above:
- Good: “FreshPress Juice Bar” (alliteration)
- Bad: “Organic Beverage Solutions”
O – Original
Stand out from competitors:
- Good: “Warby Parker” (eyewear)
- Bad: “Advanced Optical Solutions”
R – Relevant
Connect to your industry or benefit:
- Good: “TurboTax” (speed + service)
- Bad: “Apple” (only works after massive branding investment)
A – Appropriate length
2-3 words maximum for most businesses:
- Good: “Home Depot”
- Bad: “Advanced Professional Residential Construction Services”
B – Brandable
Works across marketing channels:
- Good: “Zoom” (videoconferencing)
- Bad: “Video Conference Solutions LLC”
L – Legally available
Trademark-clear and domain-available:
- Good: Available .com domain
- Bad: Trademark conflicts or expensive domain costs
E – Emotionally appealing
Creates positive feelings:
- Good: “Nest” (home security – feels safe)
- Bad: “Surveillance Systems Inc.”
The Strategic Naming Process: How to Actually Do This
Phase 1: Brand Foundation (Day 1)
Before naming, clarify your positioning:
Answer these questions:
- What’s the primary benefit you provide?
- What emotions do you want customers to feel?
- How do you want to be perceived vs. competitors?
- What’s your target customer’s language style?
Example: Luxury interior designer might want: sophisticated, transformative, exclusive, high-end
Phase 2: Word Mining (Days 2-3)
Create word lists around your brand foundation:
Benefit words: Transform, elevate, craft, curate, design Emotion words: Luxe, premium, bespoke, refined, elegant
Industry words: Space, interior, home, living, environment Action words: Create, shape, build, enhance, perfect
Pro tip: Use a thesaurus and industry publications for inspiration. Write everything down—editing comes later.
Phase 3: Combination Generation (Days 4-5)
Mix and match words using these patterns:
Adjective + Noun: “Premium Properties,” “Swift Solutions” Verb + Noun: “Build Better,” “Create Clarity” Made-up compounds: “QuickBooks,” “FedEx” Foreign words: “Tesla” (Croatian inventor), “Adobe” (Spanish for brick)
My technique: Aim for 50-100 initial combinations. Quantity leads to quality.
Phase 4: The Elimination Process (Day 6)
Apply the MEMORABLE framework ruthlessly:
First cut: Remove anything that fails multiple criteria Second cut: Check domain availability for survivors Third cut: Say each name aloud—does it sound professional? Final cut: Test with 3-5 people outside your industry
Phase 5: Legal and Domain Validation (Day 7)
Before falling in love with a name:
Trademark search: Use USPTO’s TESS database (free) Domain check: Ideally secure .com, but .co or industry-specific can work Social media: Check handle availability across platforms Google search: Ensure no negative associations
Domain Strategy: Beyond Just Getting the .COM
Domain Availability Hierarchy
- ExactMatch.com – Best option, worth paying premium for
- ExactMatch.co – Acceptable alternative, modern feel
- GetExactMatch.com – Common workaround
- ExactMatchCompany.com – Longer but clear
- Industry-specific (.law, .consulting, .tech) – Can work for B2B
Domain Cost Reality Check
Typical costs:
- Available .com: $10-15/year
- Premium .com: $500-$5,000+ (sometimes worth it)
- Alternative extensions: $10-50/year
My rule: If your perfect name has an available .com under $500, buy it. If it’s $5,000+, consider alternatives.
Social Media Handle Strategy
Priority order:
- Exact match across all platforms
- Close variations (add “co,” “hq,” “official”)
- Branded hashtag strategy if handles aren’t available
Tool recommendation: Use Namechk.com to check availability across 100+ platforms simultaneously.
Common Naming Mistakes (And How to Avoid Them)
Mistake #1: Being Too Literal
Bad: “Johnson’s Tax Preparation Services” Better: “TaxShield Pro” (benefit-focused)
Mistake #2: Geographic Limitations
Bad: “Dallas Web Design” (limits expansion) Better: “Digital Craft Studio” (scalable)
Mistake #3: Trend-Chasing
Bad: Adding “ly” to everything (Fastly, Shopify worked, but trend is saturated) Better: Timeless approaches with personality
Mistake #4: Overthinking Uniqueness
Bad: “Zentryq Solutions” (impossible to spell/remember) Better: “Clear Path Consulting” (simple but distinctive)
Mistake #5: Ignoring Legal Issues
Bad: Choosing names similar to major brands Better: Thorough trademark research upfront
Industry-Specific Naming Strategies
Professional Services (Law, Accounting, Consulting)
Pattern: Authority + Expertise
Examples: “Summit Legal Group,” “Precision Tax Partners”
Avoid: Overly creative names that undermine credibility
E-commerce/Retail
Pattern: Benefit + Category or Made-up brandable
Examples: “FastFurnish,” “Warby Parker,” “Casper”
Avoid: Generic descriptive names
Tech/SaaS
Pattern: Action + Outcome or Invented compound
Examples: “Slack,” “Zoom,” “HubSpot”
Avoid: Adding unnecessary “tech” or “solutions”
Local Services (Restaurants, Contractors, etc.)
Pattern: Memorable + Local connection or Personal + Professional
Examples: “River City Roofing,” “Tony’s Italian Kitchen”
Avoid: Generic “Best” or “Premier” descriptions
Testing Your Name: The Validation Process
The Phone Test
Call your business and leave a voicemail using the name. Does it sound professional and clear?
The Cocktail Party Test
Can someone hear your name once in a noisy environment and remember it 10 minutes later?
The Grandmother Test
Can your grandmother spell it correctly after hearing it once? If not, simplify.
The Competitor Test
Put your name next to your top 3 competitors. Does it stand out positively or blend in?
The Growth Test
Will this name work if you expand services, locations, or target markets?
When to Hire Professional Help
DIY Makes Sense If:
- You have strong marketing instincts
- Your budget is under $5,000 total
- You’re comfortable with legal research
- You have time for the full process
Hire Professionals If:
- You’re in a crowded, competitive market
- Legal issues are complex (healthcare, finance, etc.)
- You’re planning significant marketing investment
- You need trademark registration and protection
Professional costs:
- Naming consultants: $5,000-50,000
- Trademark attorneys: $1,000-3,000
- Domain brokers: 10-20% of purchase price
The Legal Reality: Protecting Your Investment
Trademark Basics for Business Names
What you can trademark: Distinctive names used in commerce What you can’t: Generic descriptions, geographic terms alone Cost: $350+ per class through USPTO
State Registration vs. Trademark
State LLC registration: Protects within state boundaries Federal trademark: Protects nationwide in your industry My recommendation: File trademark for any name you plan to scale
International Considerations
If you plan global expansion:
- Check name meaning in target languages
- Research cultural appropriateness
- Consider international trademark filing
Rebranding: When to Change Your Name
Good Reasons to Rebrand:
- Significant business model changes
- Negative associations or PR issues
- Geographic expansion beyond original scope
- Legal conflicts requiring change
Bad Reasons to Rebrand:
- Temporary dissatisfaction with current name
- Minor competitor similarities
- Trend-chasing without strategic reason
The cost reality: Complete rebranding typically costs 10-50x more than getting it right initially.
My Professional Recommendations
After helping 1,200+ entrepreneurs name their businesses:
For Most Businesses:
- Start with benefit-focused descriptive names
- Add personality through alliteration or rhyming
- Prioritize .com domain availability
- Keep it simple enough for word-of-mouth referrals
For Ambitious Ventures:
- Invest in professional naming help
- Secure trademark protection early
- Think globally from day one
- Build in social media strategy
For Local Service Businesses:
- Include geographic or personal connection
- Focus on trust and professionalism
- Ensure easy pronunciation over phone
- Consider local SEO implications
The Bottom Line: Names That Work vs. Names That Don’t
Names that work:
- Solve customer problems in the name itself
- Are easy to remember and refer
- Build credibility and trust
- Support marketing efforts naturally
- Scale with business growth
Names that don’t:
- Require constant explanation
- Are easily forgotten or misspelled
- Limit business expansion
- Create legal complications
- Sound amateurish or generic
My final advice: Spend the time upfront to get this right. Your business name is the foundation of your brand, your marketing, and your customer relationships. A great name makes everything else easier; a poor name makes everything harder.
Questions about business naming or need help working through the process? I’ve guided hundreds of entrepreneurs through strategic naming decisions. Drop me a line through our contact form—I personally review every message and love helping entrepreneurs create names that actually drive business results.
About Jake Lawson: LLC Formation Strategist with 15+ years helping entrepreneurs build protected, profitable businesses. MBA Finance (UT Austin), Certified Tax Consultant, and believer that great business names are strategic assets, not afterthoughts.