The business name checklist: 12 tests before you commit

Sound and spelling

These four tests catch the problems that cost you word-of-mouth referrals.

• Phone test: say it while answering a call — is it comfortable?
• Radio test: say it once to someone who then has to type it correctly
• Spelling test: is there exactly one obvious spelling?
• Shortening test: what nickname will customers use, and can you live with it?

Meaning and fit

These four catch the problems that cost you customers.

• Category test: can a stranger guess roughly what you sell, in context?
• Growth test: does it still work when you add products or new markets?
• Neighbour test: does it look distinct next to three local competitors' signs?
• Language test: does it mean something unfortunate in the other languages your market speaks?

Legal and practical

These four stop the rebrand.

• Register test: is it clear on your national companies register?
• Trademark test: is it clear in the classes you trade in?
• Domain test: is an exact or near-exact domain obtainable?
• Design test: does the wordmark look balanced at logo size and at favicon size?

Scoring it

Give each test a pass, a partial or a fail. A strong name passes at least ten outright. If two finalists tie, pick the one that is easier to say — spoken recommendation compounds harder than anything else on this list.

Legal checks here are practical due diligence, not legal advice. For anything you intend to trademark, have a solicitor or attorney run a formal clearance search.

Questions

Can I trademark any business name?

No. Purely descriptive names are hard to protect, and anything close to an existing mark in your class will be opposed. Distinctive and invented names are easiest to register.

What if the domain is taken but the name is perfect?

Consider a modifier (get-, -hq, -studio, -co), a different extension that suits your market, or a direct approach to the owner. Do not misspell the name to force a match.