How to choose a business name in five steps

Before we dive into the methods and criteria that will help you choose a business name, it is worth noting that there are different types of names. Bo Bergström, a well-known art director and author, splits business names into two main categories:

• Generic business names, descriptive names with a clear link to what the company does. Think Byggmax, Wellbefy, Resia and Hitta.
• Arbitrary business names, names that are arbitrary and have no obvious connection to the business. Think Mango, Jula and ICA.

Keep that distinction in mind: your business name does not have to be descriptive. Many of the strongest brands are completely arbitrary.

1. Play with associations, opposites and combinations

The first step is classic brainstorming. And even in 2026, with all the AI we have at our fingertips, human creativity is still hard to beat for truly great name ideas.

A. Gather a group. Brainstorming rarely works solo, get at least two people you can be spontaneous and relaxed with. Who they are matters less than the dynamic.

B. Build "association chains". Pull out the keywords from your business idea. Selling colorful, personal home decor? Your words become "home decor", "colorful", "personal". Take one word at a time and let the group call out the first words that come to mind. Write down the chain: home decor → cozy → decorations → warm. Repeat for every keyword. The more associations, the better.

C. Think opposites. Go through the words again and find opposites. Not always literally, think freely. The opposite of "warm" is "cold", but maybe also "airy" or "frosty". Note at least one opposite per keyword.

D. Combine, combine, combine. With lots of associations in front of you, start putting words together into names. Do not be critical yet, just produce. "Cozyglow" (cozy + glow), "Homewarm" (home + warm). Throw in your own first name, last name, initials and geography as ingredients.

Does AI help with name generation?

Since 2023, AI-based naming tools have become genuinely useful. Namelix, Looka and Brandsnap can quickly generate hundreds of suggestions from keywords. ChatGPT, Claude and Gemini are also excellent brainstorming partners if you feed them your business idea and ask for 50 name suggestions in a certain style.

Our experience: AI works best as a complement to manual brainstorming, not a replacement. AI delivers volume fast, but the truly brilliant names often come from unexpected human tangents. Use AI to top up the list when ideas run dry, but let humans pick the finalists.

2. Check which business names are available

Once you have a shortlist, it is time to start ruling options out. The first filter is your country's company registration site, search to see which names are already taken. Get zero hits on "Homewarm" and it is available (but not necessarily approved, more on that in step 5).

3. See whether matching domains are available

You can search for available domains directly with your domain registrar or via WHOIS tools. In 2026 country-specific domains (.se, .co.uk, .de) are still strong for local e-commerce, but .shop, .store and .app have grown significantly and are often available when your first choice is taken.

A general recommendation: register the domain quickly once you find a great name. New company names are systematically registered as domains by others as soon as they are approved by registration authorities. Do not wait.

Domains are your identity online, you need at least one to run a website or web shop.

4. Pick out the strong business names

Now comes the real choice. Filter your candidates against the following criteria:

• Easy to spell. Names with many possible spellings make it hard for customers to find you on Google.
• Short and easy to remember. Short beats long. Simple beats complicated. Rule of thumb: if it does not work shouted out in a radio ad, it is probably too clunky.
• "Correct" sounding. Brainstorming may have produced words you would never normally say. Test the names on outsiders, what feelings do they spark? "Homewarm" might not be associated with cozy at all, but with something else entirely.
• Unique. Names that are too close to existing companies risk being rejected by your registration authority (step 5). Also search Google and social media, is there already a strong presence somewhere on that name?
• International? If you plan to sell outside your home market early on, an internationally workable name makes life easier. Some Swedish brands like Partykungen run as Partyking abroad, having a plan B from day one saves time later.

5. Registering and protecting your business name

When you have your favorites, it is time to register the business name with your country's company registration authority. This usually happens when you form the company. Sole proprietorships are often the exception, registration is voluntary (but recommended if you want the protection).

In the application you typically list several name suggestions, and the authority registers the first one that can be approved. To pass review the name must not be too similar to other companies, associations or trademarks, though some similarity is fine depending on industry and geography.

Once the name is registered you have exclusive rights, meaning you can stop others from using similar names or trademarks within the same line of business. The exact scope of protection depends on your business structure and country. For broader or stronger protection you can also register the name as a trademark with your country's patent and trademark office, protection then applies nationally regardless of legal form, and can be extended to the EU level via EUIPO or globally via WIPO.

With the name, domain and company in place the paperwork is behind you. Go for it!