Because the right name isn’t just clever—it’s connected
Choosing a business name can feel like one of the biggest decisions in the early days. It holds weight. It carries expectation. And if you’re anything like most founders I know, you’ve probably got a running list in your Notes app that’s one part poetic, one part chaotic, and completely overwhelming.
So how do you go from “kind of cute” to this is it?
Here are five questions I always return to—part emotional, part strategic—to help you choose a name that feels like you and actually grows with your business.
1. What’s the story behind it?
Start with what it means to you. Your name should be more than just clever wordplay—it should carry a sense of meaning, a whisper of your why. Does it speak to your personal story? The people you want to serve? The kind of feeling you want your brand to leave behind?
If you removed all the colours, logos, fonts—would the name still feel like a fit? That’s the kind of foundation that lasts.
2. Can people say it, spell it, remember it?
It might sound dreamy in your head, but if people struggle to pronounce or spell it, they’re less likely to remember it. Keep it simple without feeling generic. Try saying it out loud, imagining it on a podcast intro or spoken on a client call. Does it roll off the tongue? Does it feel intuitive?
The best names don’t just look good—they feel good to say.
3. Will it grow with you?
Sometimes names can box us in. If your brand name is tied to a specific location or offering, will that still make sense in a year? What about in five?
You don’t need to be vague or abstract—but it’s worth choosing something that gives you breathing room. Something that could evolve if your services shift, your audience expands, or your vision gets bolder.
4. Is it legally and digitally available?
Not the fun part, I know—but such an important one. A name you love isn’t useful if someone else already owns it.
Check if the domain is available (ideally a .com or .com.au), do a quick trademark search in your country, and check if the name’s taken on social platforms you plan to use. You don’t need to tick every box perfectly, but you do want to avoid legal or brand confusion later on.
5. Does it feel like your people would get it?
You’re not naming your business for everyone. You’re naming it for the people you want to connect with—the ones who’ll see it and think: yes, that’s for me.
Would it resonate with them? Does it match the tone, aesthetic, or vibe they’re drawn to? Could you imagine them proudly referring your brand to a friend, saying your name with ease and enthusiasm?
If you’re not sure, test a few ideas with people you trust. Not to get permission—but to gather perspective.
A gentle reminder
You don’t need a perfect name to start a meaningful business.
You need one that feels right for you.
One that’s rooted in something real, built to last, and ready to grow with the version of you that’s still unfolding.
Because when your business name holds meaning, you’ll show up with more confidence—and your audience will feel it, too.
