How to Choose a Business Name

Choosing a company name can be a daunting task. Since there are certain guidelines you must follow for an incorporated company, it's important that you know how to pick a business name.

Once you have a name in mind, we can do a free name check for you to see if it is available.

Your Company Name

For Both LLCs and Corporations:

Choosing a company name when starting an LLC or corporation can be a time-consuming and difficult task. There are many things you have to think about because, when you choose a business name, you create the foundation of your brand identity. You should consider how your company name will look, not only in print but also on a logo, on a sign, on business cards and on social media. Consider what the name evokes or implies. Do you want it to be a casual or professional sounding company name? Is your name clear and meaningful to your potential customers/clients? Are you communicating the correct philosophy, culture or message to your target audience? Keep in mind there are Delaware corporation name requirements that differ from the Delaware LLC requirements.

Unique Business Names

Your business name must be distinguishable from all other business names registered in Delaware. This means that the Secretary of State will not approve a name if it is identical to or confusingly similar to another business name on file. Names that are exact matches with an existing business are forbidden, as are very similar names, and names with only the suffix changed. 

• Exact matches - using the exact same name as another business is prohibited.
• Different suffixes - Changing the suffix (Corp., LLC, Inc.) doesn't automatically make a name unique.
• Similar names - Even slight variations of existing business names might be considered too similar.

To ensure uniqueness, you can conduct a business entity search in the early stages of the planning process. Based on the results, you can consider other names, brainstorm name variations and check their availability.

Types of Business Names:

When choosing your new business name, consider what kind of message you’d like it to convey. A good starting point is to decide if you’d prefer a descriptive name or a name with a less obvious association. Descriptive names that utilize keywords in your industry will have a head start on conveying the goods or services that you provide. For example, “John Doe’s Automotive Shop” immediately conveys to the consumer what they can expect from your business, while a name like, “John Doe’s Shop” is a bit more vague.

Names without a clear message can also work. Sometimes called “empty vessels,” brand names that don’t really make sense in the context of their goods or services (Google, Apple, McDonald’s) instead have greater flexibility and adaptability. These names also reduce the risk of becoming outdated or irrelevant as industries evolve. Nevertheless, the lack of immediate clarity or association with your industry can also be a challenge for smaller businesses without much capital.

How to Choose a Domain Name for Your Business:

Deciding on your website’s domain name is almost as important as choosing the name of your company. Try to get a domain that’s similar or nearly identical to the name of your business. This is an easy way to make your brand name more memorable to new customers. Similarly, you may also want to consider choosing a domain that is relevant to your industry. This can help potential customers or clients understand what your company does just by looking at the URL.

Before you finalize your company name, make sure you can buy a high-quality domain name to go hand-in-hand. Your URL address should be close to your company name or highly relevant in your vertical so your customers can easily find you online.

Small Business Naming Tips:

Taking your time when naming your small business is important, as your company name has the power to attract new customers all on its own. Here are a few small business naming tips that can help you along the right path:

• Create a business name that’s descriptive to your products or services
• Descriptive is good, but try not to make a business name that’s too long
• Try not to create a complex or hard to spell name
• Try not to pick a name too similar to another local competitor
• Make sure an associated domain is available

Once you decide on your company's name, Harvard Business Services, Inc. can complete a free Delaware name check for you to make sure it is available.

LLC vs INC: Company Endings and Abbreviations

Your company suffix is another important part of choosing a business name that needs to follow a specific list of guidelines. Depending on whether you're creating an LLC, corporation, or any other type of business entity, there will be entirely different guidelines for when you choose a company suffix.

Approved suffixes for Delaware limited liability companies