Choosing your Good Business Name

Let’s continue our journey with the all-important, yet frustratingly difficult step of naming your good business. Choosing the right business name is a crucial step in building your brand. Your business name is more than just a label; it’s what customers will use to identify and remember you. In this article, we’ll explore the considerations, dos, and don’ts of selecting the perfect name for your purpose led enterprise.

Your business name is not just a string of words; it’s a reflection of your brand, clientele, location, and, most importantly, your meaningful intentions. As the first point of contact, it shapes the initial impression your customers will have. Ask yourself: What message do you want to convey? Do you prioritise purpose and impact, an easy-to-pronounce name, or a direct relation to your products and services? Consider the feelings you want the name to evoke and whether a longer or shorter name suits your vision. Additionally, think about whether a brand name or a personal name aligns better with your product or service and your location.


Customers appreciate names that stand out while also exuding trustworthiness and professionalism. Using a name and/or strap-line that conveys meaningful impact can create a memorable connection with your audience.


Reflect on your purpose

Reflect on your mission statement, business plan, and unique selling proposition. Your name should reflect the purpose and mission of your brand and convey the positive impact you aim to make on both people’s lives and the environment.

Incorporate Values

Incorporate words and language that mirror the fundamental values of your brand. Your choice of language should echo the essence of what your business stands for, capturing the very heart and soul of your brand’s principles. This will not only strengthen your brand identity but also foster a genuine connection with your audience, conveying the sincerity behind your commitment to meaningful values.

Community and Connection

Employ language that fosters a strong sense of community, forging meaningful connections among individuals who share common values. Utilise words that not only articulate your business’s commitment to ethical practices but also resonate with your audience, creating a shared understanding and a collective sense of purpose.

Inspiration and Empowerment

Choosing words that inspire and empower your audience can be a powerful catalyst for positive change. Inspiring language will cultivate a connection that encourages your audience to believe in and contribute to the meaningful impact your business strives to make.

Global Impact

If you want to communicate your message across borders and make a global impact, incorporate language that resonates on a worldwide scale. Choose words and phrases that convey a sense of universality, highlighting the far-reaching nature of your brand’s purpose. This not only underscores the breadth of your mission but also communicates a commitment to making a positive influence on a global scale.

Positive Imagery

In a world that focuses on negative impact you will stand out if you choose positive language that evokes a sense of improved well-being, a greener planet or a better future. By promoting an uplifting message, you’ll not only grab attention, you’ll demonstrate how your business is all about progress and positivity.

Storytelling Element

A well thought-out name that narrates a compelling story can forge a genuine connection with your intended audience. It’s the starting point of a narrative that draws your audience in, fostering a sense of familiarity and understanding about the positive difference your brand aims to make.

Consider Your Audience

As value-led businesses, we want to make sure our purpose is clear. It is crucial that you keep the needs and values of your ideal customers in mind throughout this entire process.

Check The Competition

Assess the competition to understand what you like or dislike about their names. Choose a name consistent with your brand but distinctive enough to set you apart.

Check Availability

To ensure that your chosen name is available, check Companies House company name availability checker. Check if your desired domain name is free. Consistency across all platforms is essential for brand coherence. It is also important to check if any aspect of your chosen name is trademarked. You do not want to go through the process of creating and implementing a brand only to receive a letter demanding you change it.

Ask for Feedback

Seek opinions from others. Share potential names with friends, family, colleagues and target customers to gather valuable feedback. Their perspectives can offer insights you might not have considered.


Avoid Obscurity

Resist the urge to make your name so obscure that your audience struggles to understand, spell, or pronounce it. Clarity is key in making a lasting impression.

Avoid Trends and Consider Long-Term Relevance

Think carefully about the words you choose. This is especially important for niche industries and when referencing current trends. Language is always evolving and ‘on-trend’ names go out of fashion or are no longer relevant quite quickly. Your name will need to adapt and remain meaningful as your brand continues to grow and evolve. As a values-led business, it is good practice to keep abreast of British and EU legislation and guidance around the language you use in brand messaging to describe your unique values. Did you know that words like ‘sustainable’ and ‘ethical’ are now subject to the UK Green Claims Code?

Steer Clear of Limiting Names

If you aspire to become a business with over a thousand employees, avoid names that may limit your growth. For example, naming yourself ‘Ellen Watson Eco Building Services’ may not convey the scale you envision.

#designtip – Brainstorm your business name by jotting down words and phrases that communicate the core values and purpose of the brand. Use words that convey integrity, responsibility, and the positive impact your business aims to make. Ensure your chosen name fosters a strong connection with your target audience. For example, if your brand tone of voice is warm and inviting, incorporating these elements into the name can enhance its appeal to customers who share your values.

Choosing a business name can indeed seem daunting, but with careful consideration you can navigate this process with confidence. Remember, your business name is an integral part of your brand identity – make it meaningful, memorable, and reflective of your vision for success. Our next step will help you get to grips with creating your Good Business brand story. Don’t forget to follow us on Instagram and LinkedIn for more #designtips



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Photo by Tim Mossholder on Unsplash