How to Come Up with a Brand Name (That’s Easy to Find & Hard to Forget)

Choosing a name for your brand or business is a big step in entrepreneurship. It’s not just about what sounds cool or looks good on a logo—it’s about clarity, alignment, and how easy it is for people to actually find you. In this post, I’m breaking down what to consider when naming a business so that your name resonates and shows up in Google search.

How to Choose a Business Name That Works

Let’s start with the basics. Your brand name should mean something to you. That’s where every brainstorming session should begin—with your purpose, your mission, or even just a gut feeling about what this brand represents. If it doesn’t align with who you are or what you’re building, it’s going to be hard to promote it with confidence. And if you’re not excited about it, why would anyone else be?

After that, your name needs to pass a few practical tests:

• Is it already taken? Check domain names, social handles, and trademarks.

• Is it too common? You don’t want to compete with a dozen other businesses that all sound the same.

• Is it too abstract or hard to spell? Being clever only works if people can actually remember and Google it later.

Also, unless your name is extremely unique or culturally specific, avoid choosing something that’s just one word. A name like “Glow” or “Rise” sounds great, but if you search it, you’re going to get everything except your business. Even a small addition or modifier can make a huge difference. A name like “Glow” could easily get lost, but something like “Glow Brow Studio” or “Glow by Nile” has a better shot at standing out online.

Naming a Business with SEO in Mind

Here’s where strategy comes in. Once you’ve brainstormed a few ideas that feel aligned with your brand, it’s time to think about SEO (search engine optimization).

This doesn’t mean your business name has to be a direct keyword match. But you should research how people talk about what you offer. What are they actually typing into Google? Are they searching for “budgeting tips,” “plant-based Caribbean recipes,” or “true crime podcasts”?

If you're not sure how to figure that out, I break it down in my post on predicting user search intent. Once you understand how people search, that’s where keyword research comes in.

If I were to help a client name a brand, project, or product, I’d do keyword research to see which ideas are worth exploring and which are too competitive. I’ll look at:

• How much search volume a term gets

• How difficult it is to rank for

• Whether it aligns with the brand’s mission and audience

This is where your list of name ideas gets filtered. Even the best-sounding name might not be a good fit if it’s impossible to rank for or already taken. That’s why naming a business is both a creative and technical process. It’s about finding something that’s meaningful and discoverable.

3 Brand Names That Get It Right

Here are three examples of brand names that strike the right balance between mission, clarity, and SEO:

Metemgee / Caribbean Paleo

Althea Brown runs a Guyanese food blog called Metemgee, which is also the name of a traditional dish. It’s a one-word name, but it’s culturally rooted, easy to spell, and instantly memorable. When she published her cookbook, she called it Caribbean Paleo—a name that directly aligns with what her audience is searching for. She now ranks #1 for both terms.

Black Girl Sunscreen

This brand name is bold, direct, and exactly what someone might type into Google when looking for sunscreen that works for melanated skin. Black Girl Sunscreen is a clear example of a name that’s both descriptive and empowering. It also ranks well because it reflects real user intent.

The Budgetnista

Built around the keyword “budget,” Tiffany Aliche’s brand name is approachable, memorable, and totally aligned with her mission. It tells you who it’s for and what it’s about in one word. She didn’t try to be abstract or too clever. The Budgetnista picked a name that spoke directly to the women she wanted to help.

Final Thoughts on What to Consider When Naming a Business

Your brand name doesn’t need to be perfect. But it does need to be intentional. If you can land on something that feels good, is easy to remember, and has room to grow with you—and if you take the time to research what your audience is searching for—you’ll set yourself up with a name that people can find, trust, and rally behind.

Need help narrowing down your ideas? I can help you do the keyword research to see which name is most aligned with your mission and most visible online. Because a great name should work for you—even before you’ve spent a dime on marketing.

Frequently Asked Questions

• How do I come up with a catchy business name?

  Start with your potential customers. Choose something easy to say, easy to spell, and aligned with what your brand actually does. You can get creative, but make sure the name feels natural and memorable.

• What is the best way to choose a business name?

  Think about your mission and who you're trying to reach. Then run a trademark search and check if the name is already taken by an LLC or corporation. Your name should be clear, searchable, and easy to build content around.

• How do you check if a name is taken for a business?

  Search the USPTO database for trademarks and copyrights. Check domain name availability and search for social handles too. If anything looks taken, explore small variations that still fit your brand.

If you’re still wondering how to choose a business name, I offer services that include SEO strategy. Reach out if you're in the early stages of planning or just need a second opinion on your shortlist.