It’s a mighty feat to run your own business. Getting it off the ground takes patience and motivation — and a healthy dose of creativity to ensure that you connect with the right people and make a lasting impact. That starts with an effective company name that is both fitting and memorable. But what should you consider when naming a business if you’ve never done such a thing before? Here’s what you should know to make the right decision.

How to Arrive at the Perfect Business Name

Unlike other things in life, there is such a thing as choosing the wrong business name. An ineffective moniker won’t stay with your audience, and you run the risk of missing out on valuable connections and customers as a result. But choosing the “right” business name doesn’t have to be as complex as you might think. In fact, consider the many brand names that enjoy global popularity today. Some are named after fruits. Some are merely initials of the brand’s founders. Some are made-up words that ultimately made their way into the collective lexicon.

The key when considering how to name a business is to use a name that actually means something to you. It should speak to your vision in some way, or at the very least provide your prospective clients with a general idea of what you’re all about. It’s essential to know your company’s identity before you start brainstorming names. Think about who you’re trying to reach, what your brand culture conveys, and what you hope to achieve in the future. Your name should have heart and reach while still remains simple enough that people will remember it.

How to Choose a Business Name That Stands Out

Naming your business isn’t easy unless you’ve had something catchy in mind for years and are 100 percent sure it’s the right choice. Otherwise, you need to think deeply about your options. There are a few methods that the most skilled entrepreneurs in the world draw on to craft a name that resonates with their audience. Here are a few suggestions to keep in mind:

Make it short

A long, complicated, and difficult-to-pronounce name is easy to overlook. We live in a day and age of swiftness and convenience. Your name should reflect that forward-thinking approach to life. Shorter names are also easier to optimize online. Avoid choosing lengthy names that require equally lengthy explanations. Your name should be interesting, but it shouldn’t come with a lot of baggage.

Say it aloud

A name that looks great on paper isn’t always going to sound great when it’s said aloud. Make it a part of your vocabulary for a few days before you officially commit to it. Share it with a few close confidantes, and see how it goes over. You can tell a lot by a person’s initial reaction, and that can be invaluable if you’re on the fence about a potential name.

Combine some words

Your business name doesn’t have to be a real word, of course. Many of the world’s most renowned brands feature names that would otherwise mean nothing. Remember that you aren’t just naming your business, but also setting the tone for its future. Combining a couple of words may be an effective way to better illustrate your services to the public, and that can have a lasting impact on your success.

Avoid cutesy elements

It may be tempting to try something light and effervescent when naming your business. Plays on words and shortened words might seem hip and trendy, but they can also put you on a short-term path that doesn’t quite match your vision of an enduring, successful brand.

Think about branding

Remember that this name will appear everywhere from your marketing collateral to your website. A name that’s brandable is one you can work with for a lifetime — that you don’t have to struggle to explain or worry about changing in the future. Your business name is entirely unique to your company, so remember to trademark it as soon as you make your choice.