Short answer: A good business name is easy to say, spell and remember, and it fits what you sell. Before you choose, search your state’s business records, the USPTO trademark database and the domain. Then register the name in the ways that apply to you.
What makes a good business name
The Small Business Administration, or SBA, says creativity and market research lead to the right name. It advises a name that reflects your brand identity and doesn’t clash with the goods and services you offer.
Our advice for a bilingual market: say each name out loud in English and Spanish. The best ones are short, sound alike in both languages and can be spelled after hearing them once.
How to choose a business name
- Write one sentence on what you sell, to whom and where.
- List names that come from that sentence, from a place or from a word your customers use.
- Say each one out loud in both languages and drop the ones people would misspell.
- Search your state’s business records to see if the name is already registered.
- Search the USPTO trademark database for similar names in your field.
- Check that the domain and the social media handles are free.
- Pick one and register it in the ways your business needs.
The steps are our own, and the fourth and fifth follow the SBA. Most states won’t register a name someone else already registered, and the SBA says to check names against the official trademark database. Our guide to trademarking a business name covers that search and the application.
Ways to register a business name
The SBA describes four ways to register a business name, and each serves a different purpose. They are legally independent, so registering one doesn’t give you the others.
| Registration | What it does | Where |
|---|---|---|
| Entity name | Protects the name at a state level | Your state |
| Trademark | Protects names of your business, goods and services nationwide | The USPTO |
| DBA (doing business as) | No legal protection by itself, but it may be required | Your state, county or city |
| Domain name | Protects your website address | An accredited registrar |
The table uses the SBA’s words, from its guide to launching a business.
Most small businesses use the same name for all of them, but the SBA notes you’re not normally required to. For the domain, our guide on what a domain name is covers the basics.
When you need a DBA
DBA stands for doing business as. It’s also called a trade name, fictitious name or assumed name, and you may need to register it with your state, county or city.
The SBA says a DBA doesn’t give legal protection by itself, but most states require you to register one if you use it. Some business structures require a DBA.
A DBA lets you work under a name other than your personal name or your entity name. With a DBA and a federal tax ID number (EIN), you can open a business bank account.
Several businesses can use the same DBA in one state, but trademark infringement laws still apply. Requirements change by business structure, state, county and city.
This guide informs and is not legal advice. For your case, check with your state and local offices or with an attorney.
Use the same name everywhere
On Google, the name on your Business Profile has to be the one customers know, used the same way on your storefront, website and stationery. If you rename the business later, our guide to changing your business name on Google covers the steps.
Before you register a business name
- Customers can say it and spell it after hearing it once.
- It fits what you sell, and it works in both languages.
- No business in your state’s records already has that name.
- The USPTO database shows no similar name in your field.
- You have the domain, or one close to it.
- You filed the registrations your structure and location require, a DBA included if you use one.
RememberA good business name is easy to say and spell, fits what you sell and isn’t already taken in your state or at the USPTO. Register it in the ways that apply to you, get a domain for it and use it the same way everywhere.
If you need a name, the Pro plan of our branding service includes options to choose from. Ask us on WhatsApp or use the contact form.
Common questions about business names
Do I have to register my business name?
It depends on your business structure and location. The SBA says that if you work as yourself under your legal name, you won’t need to register anywhere. It also warns that without registering you could miss out on liability protection and on legal and tax benefits.
Does registering my business with the state give me a trademark?
No. In the SBA’s words, an entity name protects you at a state level and a trademark at a federal level. The two registrations are legally independent, so a trademark is a separate filing with the USPTO.
Can two businesses have the same name?
Sometimes. Most states won’t register an entity name that someone else already registered, yet several businesses can go by the same DBA in one state. A trademark keeps others in the same industry or a similar one in the United States from using the name.
Does my domain have to match my business name?
No. The SBA says your domain doesn’t need to be the same as your legal business name, trademark or DBA. Once you register a domain, no one else can use it for as long as you keep it.
Is a name that only works in English a problem?
It can be if many of your customers speak Spanish. A name they can’t pronounce or spell is harder to recommend and to search for, so test it with a few of them before you register anything.
Sources
Sources read on November 6, 2026: Launch your business (U.S. Small Business Administration). Guidelines for representing your business on Google (Google Business Profile Help).