The Ultimate Guide on How to Name Your First Retail Business

The name you choose for your retail business can impact marketing and sales. Therefore, it should be unique, relevant, and memorable. Most importantly, it should reflect your brand’s personality and the message you want to get across.

For starters, consider using a business name generator to brainstorm business name ideas. All you need to do is enter a relevant word into the search bar, select your industry, and see what comes up.

But don’t make a decision just yet. First, think about your short- and long-term business goals. After all, you want to choose a brand name that will still be relevant five or 10 years down the road.

Here are some tips to help you make the right decision.

Think Long-Term

A business is a living entity that can grow and change over time. Think of Amazon, Nokia, 3M, Colgate, and other popular brands. They started out selling completely different products than what they offer today.

For example, Amazon was initially an online bookstore. As the business grew, it started to sell electronics, groceries, and other products.

Similarly, Colgate started out by selling soaps and candles. Nokia, on the other hand, began as a paper mill.

With that in mind, choose a business name that won’t limit your growth. Simply put, it shouldn’t be specific to one particular product or type of product.

Also, it’s wise to avoid buzzwords and time-sensitive words or phrases, as they may no longer be relevant in the future.

Keep It Short and Sweet

Short business names are easier to remember and pronounce than longer names. Again, think of Amazon, IBM, Coca-Cola, or Wix. Ideally, stick to one or two words. If you have a longer name in mind, it’s best to use an abbreviation.

For example, REI stands for Recreational Equipment, Inc., whereas H&M is short for Hennes & Mauritz.

Another aspect to consider is that your domain name should match your business name.  If the latter is too long or complicated, customers could misspell your domain name. This can lead to missed sales opportunities and wasted efforts.

Be Unique

Think outside the box and choose a unique business name. It’s okay to draw inspiration from your competitors, but avoid picking a name that’s too similar to another company.

Beware that Coca-Cola, Dr. Pepper, IBM, and other brand names are trademarked. So, if you name your business “Dr. Pepper Coffee,” you could run into legal trouble.

Also, avoid generic names like “L.A. Pizza” or “24/7 Auto Parts,” even if they are unique. Such names are too generic, which can make it difficult to set your brand apart.

Conduct a Trademark Search

Speaking of trademarks, check your options with the U.S. Patent and Trademark Office (USPTO) before choosing a business name.

Let’s say you want to sell keto snacks online. Enter “keto snacks” into the designated field and click “Search.”

The USPTO will display any trademarked names containing your target keyword, as well as the companies selling keto snacks under trademarked names, such as PanKeto, NuTrail, Ketodontist, and Ketoslim. Therefore, you cannot use these business names (or their variations).

Check Your State’s Laws

Most states won’t allow a business to include certain words, phrases, or acronyms in its name.

Generally, a company’s name cannot contain the words FBI, CIA, or similar abbreviations. Also, you may not use words like “bank,” “trust,” “doctor,” or “credit union” unless you’re a registered entity offering such services.

Let’s see other examples:

• Olympic
• College
• University
• Army
• Coast Guard
• State Department
• Museum
• School
• Insurer
• Commission

These restrictions vary from state to state. For instance, New Hampshire doesn’t allow business owners to use the term “farmer’s market” in a company’s name. Hawaii, on the other hand, forbids the use of geographic names or landmarks, meaning you can’t name your business “Wailuku Surfing Gear” or “Olomana Tiki Mugs”. Other states, such as Georgia, enforced limits on the number of characters in business names.

That said, reach out to the Secretary of State’s office to inquire about the local regulations. Alternatively, consult a commercial lawyer prior to registering your business.

Brainstorm Business Names

Inspiration is everywhere—you just need to know where to look.

With that in mind, make a list of words related to your industry and products. Mix and match them until you find a winning combo.

Another option is to use an online thesaurus. Look up the words on your list to see if you can find catchy synonyms or related terms.

Let’s assume you plan to sell personalized toys and gifts for children. Perhaps you can’t find a unique business name containing the word “personalized,” but you could use “bespoke” or “custom.”

And, as mentioned earlier, you can always get help from technology. Returning to the above example, Wix’s Business Name Generator suggests the following:

• Joyland
• Toytopia
• Wonder Works
• Tiny Tots
• Happy Hearts
• Wonder Toys
• Magic Makers

Any of these names would be perfect for an online toy store. At the very least, you can use them to generate new ideas until you’re happy with the result.

Use Symbolism

Apple, Twitter, Puma, Nike, Amazon, and Starbucks have one thing in common: they all use symbolism to make their brand names memorable.

For example, Nike was named after the Greek goddess of victory, conveying a sense of achievement and excellence. Starbucks was inspired by the character Starbuck from Herman Melville’s novel Moby-Dick.

Basically, you don’t have to name your business after yourself or your product. Instead, let your creative juices flow and use symbolism to convey a deeper meaning.

Get Feedback

Narrow down your options to three or five names, and ask potential customers how they feel about them. Share a survey on social media or talk with your family and friends.

You can also use online platforms like Quora, Reddit, or Startup Nation to collect feedback. Another option is to join Facebook groups for small businesses owners and entrepreneurs and share a poll.

Check Domain Name Availability

As a final step, try to find a matching domain name, especially if you plan to build a brand.

Most web hosts allow you to check domain name availability, which is something you should do before deciding on a business name. If the .com isn’t available, look into other domain extensions, such as .store, .shop, or .tech, depending on what you plan to sell.