What’s in a business name? For startups, the right name can make all the difference. From getting found online to making a lasting impression, your business name is one of your most valuable assets.
This article explores how to get your naming decision right—using real examples, cautionary tales, and practical tips.
Your startup may be a retail store or offer professional services, such as accounting, legal, or software development. Whatever you’re offering, it doesn’t change the fact that your new business needs to attract customers and fast-track sales.
Competition for eyeballs, i.e., website visitors, is substantial online. However, you can get out front and ahead of your competitors when your business name is memorable for the right reasons!
Entrepreneurs know there are many obstacles to startup success, particularly in the early days of operation. Marketing is critical for brand awareness and quick sales, so it pays to make sure your business name is not holding it back!
Get It Right The First Time
First impressions always count, and on average, it takes a person just seven seconds to form a lasting impression, so your startup won’t want it to be negative.
Once an impression is created, it’s hard to shift it significantly – and more so when its customers are voicing their negative feedback on social media.
Choose a name your intended customers will not ridicule for its inappropriateness, bad humor, or association with a nightmarish event. If you get this wrong, your business will always be in damage control to protect its sales and reputation.
Plus, it may become harder to attract staff, and when you do, they may burn out if their role includes hours each day minimizing the negative impact of your business name.
Furthermore, not only will your staff be unproductive in explaining why your business has its name, many customers may be turned off before they contact you or make a purchase. Clearly, this is not the start you want for your business, so you can try a brand name generator to get your startup off to a flying start.
To help you along, let’s consider some of the more unusual names in history.
Weird Names
Humankind has a lot of experience with weird names, particularly for place names. For example, did you know there is a town called Asbestos? It’s a town in Canada. Asbestos dust is a killer, and in the 1970s, well over 100,000 people were dying from asbestos-related diseases every year, so why would you name a town after it?
In business, there have been many poor name choices and lots of articles written about them. The names are so inappropriate we won’t mention them here, but you can imagine the hours they’d need to invest in managing ongoing negative feedback.
However, some companies choose business names that are edgy and thus memorable.
Depending on your service or product offering, a tongue-in-cheek name can appeal to your target audience while not sitting well with everyone else. Humor can work too, using a play on words; for example, a bakery called Bread Pitt.
Using this tactic for picking a name can be risky, so make sure you run your options by your advisors and a carefully chosen sample audience.
Business Name Trend
Saying it as it is, i.e., a name that describes your work or offering, is the trend that’s currently hard to shift due to its perfect SEO compatibility.
For example, in Forbes, an Accounting practice named their business ‘cheap accounting’, and they secured the domain of the same name. This business has never needed a big marketing budget, and customer inquiries just keep coming month after month – all because of their business name, letting customers know their services are well-priced.
How To Choose Your Business Name
Common sense is priceless.s
Use sound judgment and listen to your intuition. If a name excites you, it’s also likely to do so with your intended audience.
Customers ultimately choose
Your customers should be choosing your business name, and you can enable this action by reaching out for their feedback. Please create a shortlist of names and take every opportunity to ask people you meet what they think of your list. Remember to ask your social media followers.
Enjoy the process
Give it time – choosing a name is important and shouldn’t be hurried. Write down every idea you have, and remember there are no bad options at this early stage. From an idea may spring more suggestions, not just from you but also from the people you engage with while at work and even during your own time.
To help you take immediate, confident action, here are some practical steps for choosing a business name:
- Brainstorm: Start by writing down every name idea that comes to mind, no matter how wild. Use word associations, business values, and qualities you want to convey. You can also try a brand name generator to spark more options.
- Shortlist: Review your ideas and shortlist names that are easy to pronounce, spell, and remember. Make sure they are appropriate for your target audience and don’t have negative associations.
- Research: Check for existing trademarks, domain availability, and social media handles to ensure your name is unique and accessible.
- Test: Share your shortlist with advisors, friends, and a sample of your intended customers. Gather feedback to see which names resonate best.
- Decide: Weigh the pros and cons of your top choices, and select a name that aligns with your brand’s mission and growth plans.
Alongside the pitfalls of poor naming choices, it’s helpful to look at companies who get it right—like Zanarc.
Example – How Zanarc Chose Its Name
A new startup in 2026, Zanarc.com’s name is a ‘one-word’ domain. The name ‘zanarc’ is also a meaningful blend of personal history and professional ethos.
The name combines ‘Zan’ from Zanis – the first name of a Latvian accountant who, after WW2, emigrated to New Zealand and dedicated his career to ensuring honesty and accuracy in numbers. The ‘arc’ of Zanarc is from Marc, his son, a cyber assurance professional.
Zanarc is a one-word brand that also reflects the company’s mission:
Just as Zanis built trust through numbers, Zanarc is committed to building trust in blockchain infrastructure, virtual asset platforms, and the digital financial systems that underpin the modern economy.
What does the Zanarc example teach us about choosing a business name?
The example shows that a business name can do much more than help with search rankings or catchiness. By blending personal history and family values into its name, Zanarc creates a unique brand story that communicates credibility and builds trust.
When choosing your business name, look for opportunities to incorporate authentic stories, values, or traditions that set your brand apart and foster a meaningful connection with your audience.
Summary
Choosing the right business name should be an enjoyable and thoughtful process—not a rushed afterthought. Take the time to find a name that is unique, memorable, and genuinely represents your business’s values and solutions.
Involve your intended customers in the journey, and look for opportunities to create a story or meaning behind your name, as Zanarc did. A well-chosen name sets the stage for long-term success.