How to come up with a business name (and a domain that goes with it)
Write a one-line brief, list 20 or more candidates, and favour invented, unexpected or suggestive words: the USPTO calls those strong trademarks and calls names that merely describe what you sell weak. Then cut every candidate that is taken at the USPTO, in your state, or without a domain you would use.
Updated October 22, 2026 · 5 primary sources, listed below
Step 1: write the brief in one line
Before brainstorming, write down what you sell, who buys it and the feeling you want the name to carry (playful, premium, technical, local). Every candidate gets judged against that line, which stops the shortlist turning into a list of names you merely like.
Step 2: generate across the strength ladder
The USPTO sorts names into five kinds on its strong trademarks page. The first three are strong and easier to protect; the last two are weak or unprotectable. Write at least a few candidates in each strong row.
| Kind | What it is | USPTO example |
|---|---|---|
| Fanciful Strong | Invented words | Exxon (petroleum), Pepsi (soft drinks) |
| Arbitrary Strong | Real words with no link to what you sell | Apple (computers) |
| Suggestive Strong | Hints at a quality of the product | Coppertone (sun-tanning products) |
| Descriptive Weak | Merely describes the product | "Creamy" for yogurt |
| Generic Not a trademark | The name of the thing itself | "Bagel shop" for a bagel shop |
Descriptive names feel safe because they explain themselves, but they are hard to own and hard to find a free domain for. Invented and arbitrary names take more marketing to explain and are far more likely to be free everywhere.
Step 3: say it out loud
Read each name to someone and ask them to type it. If they misspell it, need it spelled, or hear a different word, it will leak word-of-mouth and email traffic. Cut it or simplify it.
Step 4: check it is free in the three places that matter
- Federal trademarks. Search the USPTO trademark database. Names do not need to be identical to clash: the USPTO says marks that are similar in sound, appearance or meaning, for related goods or services, create a likelihood of confusion.
- Your state. The SBA notes most states won’t register an entity name someone else already holds. Use your state’s business entity search.
- The domain. Check the name across endings below; tld.expert only shows a name as available after a registrar confirms it.
Step by step for all three: how to check if a business name is taken.
Live check against the registries and registrars, with the cheapest price we found and the renewal next to it.
Step 5: pick the domain that goes with it
Your domain doesn’t have to match your legal name exactly; the SBA says so directly. If the .com is taken, the same name on an ending that fits your audience is usually better than a longer, clumsier .com, and Google treats new endings like .com for ranking. What does differ is the price you pay every year:
| Ending | First year | Renews at | Cheapest at |
|---|---|---|---|
| .com | $10.88 | $10.88/yr | Dynadot |
| .co | $15.50 | $31.20/yr | Dynadot |
| .io | $28.12 | $51.80/yr | Porkbun |
| .ai | $82.70 | $82.70/yr | Porkbun |
| .app | $8.00 | $14.50/yr | Dynadot |
Standard (non-premium) names, from the tld.expert daily registrar price table, checked 2026-10-21.
More on choosing: how to choose a domain name, the best ending for your kind of project and endings with a renewal trap.
Common questions
Should my business name describe what I do?
It can, but it costs you protection. The USPTO classes names that merely describe your product, such as "Creamy" for yogurt, as weak trademarks, and generic words as not trademarks at all. Suggestive names like Coppertone hint at the benefit and still count as strong.
Does my domain have to match my business name exactly?
No. The SBA says your domain name does not need to be the same as your legal business name, trademark or DBA. Many companies use a short modifier or a different ending when the exact .com is taken.
Will a .io or .co domain hurt my search rankings compared with .com?
No. Google says its systems treat new generic TLDs like .com, and it treats .io and .co as generic too. Pick the ending your customers will remember and trust.
Can I use a name that another business already uses?
Sometimes. The USPTO's test is likelihood of confusion: similar names for related goods or services clash, while identical names can coexist in unrelated markets, like Dove soap and Dove ice cream bars. Search before you commit.
Sources
- USPTO, “Strong trademarks” (retrieved October 22, 2026).
- USPTO, “Likelihood of confusion” (retrieved October 22, 2026).
- U.S. Small Business Administration, “Choose your business name” (retrieved October 22, 2026).
- USPTO, “Trademark Search” (retrieved October 22, 2026).
- Google Search Central Blog, “Google's handling of new top level domains (John Mueller)” (July 21, 2015).
Extensions on this page
More straight answers
- How to check if a business name is taken
- How to choose a domain name for your business
- Will using a non-.com domain hurt my Google rankings?
- Starting an app in Brazil: should you use .com.br or .com?
- Can I register a .de or .ca domain if I don't live in that country?
- Should I buy the .net and .co versions of my domain to protect my brand?
- Will emails from a .xyz or .io address go to spam?
- Is it risky to build my company on a .io domain because of the Chagos Islands deal?
- How much will a .ai domain cost over 5 years, including renewals?
- Why does my .dev site require HTTPS, and can I turn it off?