The name you choose for your business is the cornerstone of your brand. That’s why choosing a name can take time. Spend some of that time brainstorming with your partner(s) or friends. Try to think of several names that identify your business. Scope out similar businesses locally, nationally and internationally.

• What can you glean from their identities that you like or dislike? 
• Does your name stand out in your region’s playing field?

Discuss as many ideas as possible along with their pros and cons. 

• What will your audience think and feel when they see your business name? 
• Can they understand what your business is about?
• Is it easy to pronounce and to remember? 
• Will it stand the test of time?

At the same time, have a look at the government registry office to see if any of these potential names are already taken. If they are, scrap and repeat. Also, when choosing a name it is a great time to look up your website domain. Make sure the name, or a simple variation of the name, is available.

Once you have brainstormed and chosen a potential name for your new business step back and let the name percolate for a bit, maybe even a day or two. Re-evaluate. If you have chosen a name that captures the essence of your new business, congratulations! 

Now register that name or start a name search with your local government, and move on to Identifying your Core Values.