It’s All in the Name – Choosing a Business Name That Gets Results

Your overall creative business plan should include choosing a business name. The goal is to get your prospects talking about you in a positive way not send potential leads right into the arms of your competition. A name that’s catchy inspires confidence and maintains interest. It really is essential to reaching business success and saving countless of dollars on marketing fees.

A business company name that tells a story or easily communicates a message all on its own automatically gives your company distinction. You don’t want your business to be forgettable and if you’re not creative, this is exactly what will happen. Just like an article heading, you need a catchy business name that will entice prospects to immediately take interest and want to learn more about the services you have to offer.

Here are seven tips to choosing a business name that gets you noticed and generates leads:

1.Steer Clear of Specifics

You’re a new business that provides house cleaning services. If you’re like many small businesses, you’re going to increase your service offerings in the future. Steer clear of a boring title like “Toronto House Cleaning”. A generic title isn’t memorable and won’t set you apart from your competition. Instead try a catchy business name like “We Mean Clean” that will have prospects talking.

2.Keep it Short

The shorter the name the more memorable it will be. A short catchy name will have people wanting to talk about it and will be simple to enter into the Internet search bar.

3.Look to your Passion

When selecting a business company name, select one that has a hidden story related to your passion. If you are a caterer who loves mountain climbing in your spare time, try tying in your business name to your hobby. For example, try a name like “Everest Catering Services”. You’ll have people wondering how the word “Everest” ties into the services you offer. This creates an excellent lead in to introducing yourself.

4.Google is your Friend

Be confident of your originality by Googling your potential business name before going through the registration process. You want to make sure no one else offering your services has the same name!

5.Make the Name Easy to Spell

You might be thinking of naming your pet store “Ruff Rewards” but the name “ruff” still sounds like “rough”. You have to be confident your audience will understand your intentions before settling on that catchy business name you’re looking for.

6.Make the Name Easy to Pronounce

Make it easy for your clients and prospects to pronounce your business name. You don’t want them to constantly fumble over their words as they recommend you or phone you inquiring about your services.

7.Think Outside the Box

When the Blackberry was created, Research in Motion (RIM) wanted their highest selling product to have a name that didn’t increase blood pressure (like email or technology). Someone pointed out that the buttons on the device resembled seeds so fruit names were explored. After much research, the name Blackberry was determined. RIM says this name was chosen because it’s easy on the ears, and at the time of its creation, was black.


When choosing a business name, it’s important to think of your target audience and select a name that is easy to understand and easy to remember. While Blackberry has well known worldwide, it’s also backed up by a strong marketing and advertising campaign. As a small business on a budget however, it’s important to stick to the basics and keep it simple!

Caroline Pigott is a Toronto-based freelance writer and owner of CP Style, a writing and communications business. Caroline has over six years experience working in the communicationsa and PR field. She holds a degree in Sociology from the University of Waterloo and a post graduate certificate in Corporate Communications from Centennial College.

Caroline works with clients to improve marketing strategies and establish an online presence by providing the following writing services: article marketing, press release writing, blog posts, newsletters, brochures and much more. To learn more about Caroline and CP Style, please visit

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