

Your business name will be forever tied to the identity of your brand. Done right, and you’ll have a company that’s instantly memorable, distinctive, and unique. Done wrong, and you’ll be stuck with a name that will be tough to shake.
Before you can come up with a worthy name, you must first have clarity about your business’s purpose, its target market, and the image you want to create for it. A mission statement is a perfect place to start. The right mission statement can describe your philosophy, your culture, and your outlook on the world.
Once your mission statement is established, a business concept statement or business plan can help flesh out the details.
At the brainstorming stage, your goal is to think of as many business names as possible, so don't rule anything out just yet. Inspiration can come from friends, family, books, websites, magazines, and TV shows—you name it. As you brainstorm, keep these questions in mind:
Narrow down your list by putting the names through the wringer. Use these tests to ensure name viability:
Once you have a few names you like, get other people's opinions. Consider holding a focus group of prospective customers in your target market, either in person or via an online or social media poll. Ask them what they think this business does, what kinds of people they think would buy from this business, and what feeling this business name gives them.
Naming your business is one of the most important steps you can take toward building an identity for your brand. Don’t do it alone! If your business is still in its formative stages and you’re getting ready to give it a name, reach out to a SCORE mentor for help. Our experienced mentors can help you find a business name that resonates with your target audiences and helps you stand out in the marketplace.
For more than 100 years, Deluxe Corporation has sought to create the tools that help shape our economy. Since 1915, Deluxe has recognized the vital role that small business plays in our communities, from job creation to business development. For these reasons, the Deluxe Corporation Foundation provides financial support to nonprofits that help entrepreneurs and small business owners succeed. Our grants to SCORE have totaled more than $1.5M in recent years, with the majority of these funds supporting the creation and updates of online training and certification for SCORE mentors.
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Funded, in part, through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.