Guide

How to choose the right name for your business: a structured approach

Brand Architecture, Brand Strategy, Mergers and Acquisitions
May 30, 2025

Choosing the right name for your business is more than creative inspiration—it’s a strategic decision that can shape your brand’s future.

If you’ve recently decided to rename your business, you are now facing a strategic opportunity to align your brand with your goals, positioning, and audience. Because naming is so subjective, applying a clear framework can help organizations make informed, strategic decisions rather than relying solely on personal preference. With the right structure in place, companies can navigate the process with greater objectivity and choose a name that supports long-term growth.

Here’s how to approach the naming process with clarity and confidence:

1. Establish objective criteria

Before brainstorming names, define the strategic and functional criteria for success. This ensures discussions remain focused and productive. When we approach a naming project, our benchmarks include:

Functional criteria (universal naming standards): Memorability, ease of pronunciation, linguistic clarity across key markets.
Practical criteria (company-specific objectives): Alignment with business strategy, audience perception, and potential for long-term growth.
Name categories: Typically looking at descriptive, imagery-based names or coined expressions (made up words)
Exploration concepts: Themes that inspire creativity and align with the company’s vision.

2. Generate a high volume of options

Naming is a numbers game. The more options you generate, the better the chances of finding a strong, viable candidate. Consider multiple angles: industry relevance, emotional appeal, and competitive differentiation. Use the criteria you’ve established to weed out the ones that won’t support your long-term success.

3. Conduct trademark and URL checks early

Many names that seem promising may already be legally protected or have conflicting digital presence. Run initial trademark searches before investing too much in any name, and keep in mind that securing an exact-match domain is often difficult and expensive. For most B2B businesses, domain extensions and creative URL strategies (such as adding industry keywords) can work just as well as a pure .com.

4. Tell a story

When considering your final name candidates, consider what story you’ll tell when people ask how you arrived at that name. How strong the story is can signal how closely a name candidate matches your criteria as well as help you build consensus around a new name.

5. Keep the decision-making group small

A common mistake is involving too many stakeholders, leading to subjective debates that stall progress. Limit the core decision-making team to 2-3 people who understand the strategic goals and can weigh options objectively.

6. Full trademark and legal clearance

Once the top choice is selected, engage legal counsel to conduct a full trademark review. This step ensures the name can be legally protected and won’t lead to disputes down the road. If necessary, secure related domain names to prevent confusion or brand dilution.

7. Final selection and rollout strategy

With the legal groundwork in place, the next step is planning the transition. This includes internal alignment, customer communication, visual brand and marketing updates, and ensuring a smooth brand shift without losing existing brand goodwill.

What to avoid when naming a business

Certain naming pitfalls can limit a company’s growth or create long-term headaches. Common missteps include:

Acronyms: Acronyms are not ideal for memorability (at least without a massive marketing budget) and don’t help you tell a story around your value or offering.
Founder names: Founder names can be limiting as they can run into issues when the founders depart the business, don’t show up to a big meeting, or take a hit to their personal reputations.
Trendy or overly complex names: While uniqueness is important, overly creative spellings or obscure references can create pronunciation and recall issues.
Overly literal or restrictive names: Names that are too tied to a specific product or service can become a hindrance as the business expands and evolves.
Legal and market confusion: If a name is too similar to existing brands, it may be difficult to differentiate and could pose legal risks.

Lessons for a successful renaming initiative

Renaming a business is a high-stakes endeavor that requires balancing strategic, legal, and branding considerations. While some organizations may benefit from the continuity of an established name, others may find that a new identity unlocks greater potential. By following a structured process—rooted in objective criteria, creative exploration, and due diligence—companies can select a name that supports their long-term success.

If you’re considering a name change and need guidance, our team specializes in strategic renaming and rebranding for B2B organizations. Let’s talk.

By Stephen Strigle

Principal - Sustena

New York Office

Stephen is an experienced brand strategist with over a decade of expertise in brand research, repositioning, and messaging, helping companies craft differentiated identities and drive market success, including leading rebranding efforts that contributed to high-value acquisitions.

By Jillian Haynes

Manager - Sustena

New York Office

As Sustena’s Senior Director, Creative Services, Jillian’s brand work spans strategy, project management, visual brand development, and implementation.