Starting a business can be exhilarating—building your website, choosing potential business partners, hiring employees, and cultivating your brand identity. But the possibility of your business name already being taken can make that rush come to a screeching halt.
“There are a lot of things that have to kind of go the right way for a brand,” Sandro Roco, founder of sparkling water company Sanzo, says on an episode of the Shopify Masters podcast, “and one of them is the brand name.”
Fortunately, there’s a straightforward, systematic way to check if your business name idea is available. Read on to learn how to check if a business name is taken and what to do if your original idea is taken, with advice from Sandro and other successful entrepreneurs.
What makes a good business name?
- Your products or services
- Company values and ethos
- Industry-specific terminology
- An interesting sound
- Meaningful personal connections
- Search engine optimization
A unique business name is the official title under which a business operates. It’s a crucial element of building brand recognition.
To come up with a brand name, you need to strike a delicate balance between communicating your company’s purpose and sticking in potential customers’ minds. Sandro suggests that you also consider how the name sounds.
“Is it easy to say?” Sandro adds. “Is it something people like to say? Does it match the product that you’re selling? All these different cues can get folks to buy into what you’re doing.”
The best names often emerge from a creative naming process that draws inspiration from various sources.
Your products or services
If you have an innovative product, a name that communicates your product’s utility could help with customer education.
For example, Transformer Table sells kitchen tables that can expand or shrink to suit various dining needs. The brand’s name clearly illustrates its product’s ability to change for different scenarios.
Company values and ethos
If your company places its brand values at the forefront, you could use that as a starting point for your brand’s name to make that connection apparent to your audience.
Thousand, which sells helmets, launched after founder Gloria Hwang’s friend died on impact after a biking accident. He wasn’t wearing a helmet, so she set out to save a thousand lives through helmet safety.
“Our brand is a mission-driven brand,” Gloria says on an episode of Shopify Masters. “Originally, the name came from ’How can we save a thousand lives?’ We track that statistic to see if we can save a thousand lives with our accident replacement policy.” The company achieved its goal of 1,000 lives saved in 2024.
Industry-specific terminology
If you’re in a saturated market, using industry-specific terminology can give your brand more authority.
HexClad Cookware uses specific terms related to its industry. “Clad” is a term used to describe the layers of several bonded materials that cover the surface of a pan or pot and help distribute heat evenly.
An interesting sound
Something that sounds interesting can stick in your audience’s mind. If you want something that’s unique, get playful with your words.
Sandro came up with a list of about a dozen names, but since most of them were taken or didn’t feel right, he decided to try something different.
“I went through an exercise of writing down all the letters of my first, middle, and last name, which is Alessandro Lorenzo Roco,” he says. “One of the combinations ended up being Sanzo. And I was like, ’OK, this could be interesting.’”
Meaningful personal connections
If you started your brand to create something that a loved one needed, you can lean into that when naming your business.
Cofounders Stephanie and Muammar Reed named their bookstore, MiJa Books, after their oldest daughter, but the name also has a second meaning. “It’s really special to us since it’s our daughter’s initials,” Stephanie says on Shopify Masters. “[But] it also means ‘my daughter’ in Spanish.”
The name is fitting since the Reeds decided to start MiJa Books after struggling to find enough diverse books for their daughter.
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Search engine optimization
If you want to start with a strong SEO strategy, let keyword research inspire your name.
Zero Waste Store started as Earthy Shop. The cofounders behind the sustainable products brand decided to change the company’s name when they realized that the domain name for Zero Waste Store was available and received up to 15,000 searches a month.
“People were actively looking for that keyword,” cofounder JJ Follano says on Shopify Masters. “We were about a few months in, and I said, ’I think there’s a really strong play here. Why don’t we rebrand as Zero Waste Store?’”
This switch ended up helping the brand make more sales. It went from a few hundred orders a month to making more than a million dollars within the first year of the name change.
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Types of business designations
Your business designation dictates how you register your name. State law usually governs business names.
Research your state’s naming requirements to avoid complications. For example, many states require specific designations to ensure customers understand the structure and industry of your business entity.
Here’s an overview of how different business structures handle naming:
Sole proprietorships
A sole proprietorship, the simplest form of business available, has straightforward naming rules. Since you serve as the sole proprietor of your business—its single owner and employee—the sole proprietorship operates under your legal name.
You can also operate a sole proprietorship under a “doing business as” registration (DBA name). For instance, if Jane Smith wants to open “Green Thumb Gardening Services” as a sole proprietorship, she can register that trade name as a DBA.
Partnerships
A general partnership, like a sole proprietorship, can operate under the names of the founding partners or use a DBA.
LLCs
A limited liability company (LLC) is a formal business structure that offers greater personal asset protection than a sole proprietorship—but with more regulation. LLC names typically must be unique, exclude restricted or offensive words, and include a designator like “LLC,” “L.L.C.,” or “Limited Liability Company.”
C corporations
With a C corporations (C corps) business structure, businesses are separate from their owners. C corps can have unlimited shareholders but are subject to corporate income taxation. They are the default corporate type in most states. A C corp must usually include “Corporation,” “Corp.,” “Inc.,” or “Incorporated” in its name.
Licensed professional organizations
Almost every state has required naming rules for businesses owned or staffed by certain licensed professionals. For example, medical practices in New York must include the type of practice and at least one licensed physician’s name (“Smith Family Dental, PLLC,” or “Johnson Internal Medicine, PC”). In Florida, the words “insurance,” “assurance,” or “surety” need approval from the Florida Office of Insurance Regulation before inclusion in a company name.
How to check if a business name is taken
- Search the trademark database
- Check social media
- Use a search engine
- Check domain name registrars
- Check state records
Before you launch, thoroughly search your chosen business name before further developing your brand. Here’s how to check if a business name is taken:
1. Search the trademark database
You don’t need to trademark your name, but you don’t want to use names that are trademarked.
Before the beauty brand Three Ships changed its name, it wanted to use “Niu Body.” The cofounders didn’t know a similarly named brand already existed.
“We got a cease-and-desist letter from them saying, ’Oh, you’re infringing on our trademarks,’” cofounder Laura Thompson says on Shopify Masters. By that point, they had already decided to rebrand.
Trademark infringement lawsuits are a serious consequence of using someone else’s name. Start your business name search by checking for a registered trademark with the United States Patent and Trademark Office (USPTO).
The USPTO’s free trademark database can find exact matches and similar names that could cause confusion in the marketplace. Remember to run a trademark search for common misspellings and variations—a trademark name holder can challenge your use of a name even if it’s not an exact match.
2. Check social media
While an unregistered business name doesn’t have trademark protection, a business with enough established presence can qualify for common-law protections. Therefore, you want to steer clear of them as well.
Search your proposed name across all major social media platforms: Facebook, Instagram, X, LinkedIn, TikTok, and YouTube. Similar names on popular channels can cause brand confusion and make digital marketing difficult. Aim to use the same handle on every account; consistent branding across channels makes it easier for customers to find you.
3. Use a search engine
Conduct a simple internet search for your business name. Look beyond the first page of results and try different relevant search term combinations. Pay attention to businesses in similar industries or geographic areas using the same name.
4. Check domain name registrars
Though you might have legal clearance to use a name, it’s worth making sure the corresponding domain name is also available. A matching web address is invaluable for building a strong online brand presence. Check domain name availability through popular registrars and tools, like Shopify’s free domain name generator.
5. Check state records
All 50 states have searchable business name databases through their Secretary of State, Department of Commerce, or Division of Corporations. These tools are free to use and generally include up-to-date information on every registered business name in the state, including DBAs.
Run searches in neighboring states, especially if you plan to conduct business there. Some states also maintain additional databases for specific industries or licensed practice areas.
What to do if your business name is taken
If your perfect business name is taken, you have two paths forward: modify your name or purchase it from the owner.
Modify your business name
If another business already has the name you wanted, think about what part of the name most speaks to you.
You can then modify your original name choice by adding geographic identifiers (“Southwestern” or “Miami”), incorporating your own name, or using descriptive prefixes or suffixes that distinguish your business while maintaining the core concept. For example, if “Urban Bloom Florists” is unavailable, you might pivot to “Urban Flower Co.”
If you are in the same industry as the other business, be aware that if it sounds too similar, it can cause confusion on social media and might result in trademark issues.
Heyday Canning Co., a canned food company, and Heyday, which offers facials at more than 30 locations across the US, both use the term “heyday” in their brand names. However, because their industries are different, there is very little chance of confusion.
For a new name, use Shopify’s AI business name generator, which creates names and domains based on your business, industry, and brand personality.
Buy the name from its owner
If you have your heart set on a specific name, but it isn’t available, you can try to purchase it from the current owner. This tactic can be expensive, so make sure you have a good reason to buy the name.
Headphones.com started as Premium Sound Canada, but decided it needed to buy its current domain name to establish authority as it moved from selling speakers to headphones.
“We started trying to get these really good headphone companies to say yes to us selling their products,” Andrew Lissimore, cofounder and CEO of the brand, says on Shopify Masters. “I thought if we had headphones.com, they wouldn’t be able to say no to us. I went to the domain, and it wasn’t being used.”
At the time, the site redirected to headsets.com. Andrew used WHOIS to find the domain owner, who was open to selling headphones.com. Buying the domain was a significant investment, but it gave Andrew the credibility (and SEO boost) he was looking for.
While it can work out for you as it did for Andrew, remember that even if a domain appears inactive, the owner might have plans or a sentimental attachment to the name. If you pursue the rights acquisition route, consider working with an attorney to properly document the transfer and ensure you gain all the necessary rights, including federal trademarks, online business domain names, and social media handles.
How to check if a business name is taken FAQ
Why should I check to see if my business name is available?
It’s a good idea to check if a proposed business name is available to avoid wasting time and resources building your brand identity. A trademarked business name may also create potential legal issues.
Where do I check business name availability?
You can check your prospective business name’s availability via various sources: the USPTO’s federal trademark database, popular social media sites, search engines, domain registrars, and state business registers.
What does it cost to check if a business name is taken?
Checking if a business name is taken is generally free. None of the standard search tools require a fee. If you want a deeper availability search for your desired name or strategies to secure a similar name, consult a business, intellectual property, or trademark lawyer. These legal professionals understand the complexities of starting and naming a business and have access to special databases and techniques for researching names. If you must change your name, they can advise on alterations to keep a semblance of your desired business name.
Are LLC names public record?
Yes, LLC names are public record filed with a state government.
