Naming a Business in 5 Easy Steps

Naming a business is one of the first steps in most entrepreneurial journeys. A good business name captures the essence of your brand and sticks in the minds of potential customers for repeat business and easy referrals. 
Apart from being a fun creative outlet for you, some legal and practical considerations go into choosing a business name. From capturing your brand’s message to adhering to business regulations, we’ll cover everything you need to know when naming your pet business.

Importance of naming a business.

The main reason your business name needs to have a lot of thought put into it is that it’s often the first thing potential customers encounter. First impressions are everything and customers will make a snap judgment about whether your business can solve their problem or not based on the name.

Your business name will also become part of your brand identity, so it will be important for a long time to come. A well-chosen business name can help convey what your business is about and set the tone for your organization to differentiate you from your competitors.

A catchy and unique business name also makes marketing easier and your budget stretch further. It helps in creating brand recognition and recall, making it easier for customers to remember and recommend your business. 

Including relevant words in your business name can even help with search engine optimization (SEO) and connect you with the right people faster.

When it comes to legalities, your business name also needs to be different enough from other businesses so you don’t infringe on their revenue by potentially taking their customers. Lots of businesses trademark their business name which means you can land yourself in legal trouble if you accidentally choose a business name that is already in use.

How to come up with a business name.

Choosing a business name can come with a lot of pressure due to the numerous potential benefits of a good name (and drawbacks of a bad one). Here’s what to consider when creating your pet business name. 

1. Understand your brand.

Understanding your brand is perhaps the most important part of creating a business name. There are a few things to consider about your brand such as:

• Professionalism vs. humor: Do you want to display authority, or have fun with it? A dog trainer who specializes in reactive dogs, for example, might want a more professional name than a doggy daycare that might want to include a fun pun.
• Services you provide: It’s also important to make it clear in the business name what you actually do. No one should look at your business name and be unclear about what services you provide. For example, business names like ‘The Doggy Spa’ and ‘Tail Wagging Grooming’ immediately imply that the service provided is dog grooming. Try not to leave room for interpretation because as the saying goes, “a confused mind never buys.”
• Stand out above competitors: Look at your local competitor names and make sure your name stands out. It shouldn’t be too similar to another name, as this might confuse potential consumers (and irritate the competition). For example, ‘Sacramento Dog Grooming’ and ‘Sacramento Dog Groomers’ are too similar.
• Location: Eventually, on your entrepreneurial journey, you will create your Google Business Profile, and having your location in your business name will give you the best chance of ranking number one for that particular search query. For example, ‘Brooklyn Dog Kennels’ has a much higher chance of ranking for ‘dog kennels in Brooklyn’ simply because the search query is in the business name. 

You can create a note on your phone where you write down different business names that come to you as you go about your day. This can work wonders with taking the pressure off of coming up with the perfect name because you are allowing your creativity to work in the background without any expectations. You may find that the perfect business name comes to you when you least expect it!

2. Brainstorm.

Sometimes the best way to come up with a business name is simply to have a long, hard brainstorm. Your business name doesn’t need to be something you come up with in a matter of minutes. If you want your ideas to be successful in the long term, your business name can take a few days or even weeks to come up with.

While brainstorming, make sure to ask for opinions on your name, Google the name to make sure you aren’t encroaching on anyone else’s idea too closely, and play around with it to ensure you don’t tire of your potential business name.

It’s also a good idea to print out your business name and put it around your home so you can glance at it throughout the month. Somedays you may love it but other days, when your mood has changed, you may not connect with it as much. Your business name will be with you for years to come so spending a month or two establishing that it’s the right fit is a good idea.

3. Use a business name generator.

Not all of us are creative geniuses and some of us need a little help in getting the creative juices flowing! Using a business name generator is a great place to jump start your ideas so you have a place to work from. Business name ideas are difficult to come up with, so these generators can at least provide a starting point that might lead you to a good idea. 

It might provide you with a pun or something clever you can then incorporate into a name, or even better—it might give you some business name ideas that are great as they are, and truly fit your brand identity!

4. Use AI.

AI is fast becoming a tool in most small businesses and that includes using it right at the beginning to come up with a business name! Below is a prompt you can plug straight into the AI of your choice like ChatGPT or Claude to see if you like any of the ideas it spits out.

You are a [service you provide] and you provide your services in [location]. Your brand is [brand identity] and your ideal customer is [avatar]. You are creating your business name because you are about to establish the business. Give me 10 unique business name ideas that are specific to your location and speak directly to your avatar.

For example, If you’re a dog groomer in New York you would paste into the AI:

You are a [dog groomer] and you provide your services in [New York]. Your brand is [lighthearted and humorous] and your ideal customer is [millennial dog moms]. You are creating your business name because you are about to establish the business. Give me 10 unique business name ideas that are specific to your location and speak directly to your avatar.

5. Avoid hyphens or symbols.

Though it’s not mandatory, it’s generally a good idea not to use any hyphens or symbols in your business name. This is because your business’ website URL and social media handles will be a lot cleaner and easier to remember if they don’t have additional hyphens and symbols. 

How to check if a business name is available.

Once you’ve come up with your business name, the next step is to check if it is available. Checking if a business name is available involves several steps to ensure it's not already in use, legally protected, or conflicting with existing businesses.

Search business name databases.

The first thing you should do is search business name databases wherever you are. Many states in the US have these databases easily available so you can check all business names you come up with and see which are feasible to use.

Some business name registration services can also do the heavy lifting and check for you. 

Can I use the same business name as someone else?

Some states will allow duplicate business names if they’re registered in different counties, whereas other states don’t allow a business’s identity to be shared at all.

Even if you live in a state that does allow duplicate business names, it can be a bad idea to pick one that isn’t unique. Brand names should be one of a kind so they’re easy to remember and search for. 

Perform an online search.

Doing an online search for the business name can also help determine if it’s already taken in your area. As well as searching Google, you can search social media accounts such as Facebook and Instagram, as businesses may show up there.

Consult a legal professional.

Lastly, if you’re concerned about your name not being unique as a business owner, you can consult a legal professional. They will be able to look into databases you may not have access to and check if there is a business entity already registered in your chosen name. This is generally the safest path. 

4 steps to register a business name.

The process of registering a business name depends on your state, but there are some general steps you usually have to take.

1. Register with your state or local government and pay the necessary fees.

If you're using a DBA (“doing business as,” where the business is just you), you’ll need to file with your local or state government, usually with the county clerk's office or a state business agency. Fees and requirements vary by location.

To register a business name as part of a corporation or LLC, you’ll need to file articles of incorporation or organization with your state’s business registration office, usually the Secretary of State. This process also includes specifying your business name.

Some states also require a business license. 

While the next question is usually, “How much does it cost to register a business name?” The answer is dependent on the state. For example, in Arizona, it’s $50-85, and other states may be more expensive. It is generally not over $300, though. 

2. Register with the federal government (if applicable). 

If you want to protect your business name nationwide, consider registering it as a trademark with the U.S. Patent and Trademark Office (USPTO). This is important if you plan to expand your business beyond your local area or operate online.

You will also have to register for an Employer Identification Number (EIN) from the IRS and will have to provide your business name there, too.

3. Secure a domain name and social media handles.

While your business’ legal documents are being processed, it’s important to register a domain and claim your social media handles. Domain and social media handle availability can change quickly, so make sure you secure those as early as possible. 

If you are not at the point of needing a full blown website just yet, it’s still a good idea to buy the domain name so you can build the website later on when you have the budget for it. Buying a domain will cost you between $10-$20 per year.

4. Get a certificate of registration.

Once registered, you’ll receive a certificate or official documentation confirming that your business name is legally registered. Keep this document safe, as you might need it for opening bank accounts, applying for business loans, or other official purposes.

Set your business up for success with PetExec software.

If you’ve come up with a great business name idea and you’re ready to get going, make sure you set yourself up for success in the future too. Coming up with creative business names is just the start of the battle.

PetExec knows this, which is why our cloud-based software works to make your life easier. With payroll integration, record-keeping, scheduling, and employee management, our software automates the mundane tasks for the business while you focus on creative tasks and brand identity.

If you’re ready to get started, check out our free demo today! 

Commonly asked questions.

How to change a business name?

You can usually change a business name by filing an amendment with the state and the IRS. You will also have to update any business licenses and permits. Before changing the name, make sure you do your due diligence in checking that your new catchy business name hasn’t already been taken. 

How to protect a business name?

Once you register your business name, your business name should already be protected by state regulations. However, if you want to protect your brand more, the best thing you can do is establish it. Get the website up and running, grow your social media, and trademark your business name so it will be protected by soon-to-be loyal consumers who know you well. 

Are there rules for naming a business?

Any legal limitations for your business name will depend on the state, but generally, the rules are to make sure it isn’t a duplicate—whether of another business in your county or the state. There are some unofficial rules for success: have fun with it, be catchy and concise, don’t offend anyone, and make sure it represents your business well.