It all starts with a name. Not to argue with Shakespeare, but the name you choose, unlike that of a rose, will indeed determine if it smells sweet or not. The name of your company is one of the most important things you can decide on, as it is a big part of that all-so-vital first impression.
Naming any business can be a difficult task, but it doesn’t have to be insanely complicated. Important shouldn’t translate to impossible in this exercise. There are companies out there that will build such fear and hype, then charge thousands or literally tens of thousands of dollars to help you select a name. But it shouldn’t cost you any money and it shouldn’t keep you up at night.

Follow these seven simple guidelines when selecting the name of your new company, and relax.

1. Brandstorm it. The first thing you should do is get some blank paper (a lot, perhaps). Like brainstorming, start jotting down names that you like. Do not judge them, just write them down. Let them flow. I would recommend coming up with at least 30 to 40 in this stage. Next you will start paring down that list.
2. Make sure it’s available. Start removing names from your list by seeing if they are available. You can do this in two ways.
   • Domain search. You’re going to want to have a name for your company that you can brand on your website. Go to www .godaddy.com, enter a name idea, and click search, and it will tell you if that domain name is available. If you chose Johnson Consulting but www.johnsonconsulting.com isn’t available, try some other domains like www.jconsult.com or www.johnson consultingllc.com. Just make sure that any variant you try is available as a “.com” (not .org, .net, .TV, etc.). Also be sure not to make it so convoluted that only you know how to spell it (e.g., Greg.Johnson.consulting.LLC.com). If you can’t find a simple variant available, nix that business name off your list.
   • Web search. Type in the name you are considering and see if any websites come up in your search results. You would definitely not want to select a name that some other company is already using, regardless of their domain name.
3. Keep it simple. The name should be simple, so avoid naming your company after something only industry insiders would know or appreciate (unless they will be your only clientele). Resist the urge to name your business after the Greek god of productivity or war. Avoid names that combine two descriptive words (e.g., Qualicoach or Growthcom) as they are difficult for anyone to spell, and they just sound awkward.
4. Make it representative. I named my company Innermetrix to represent the fact that we provided metrics that measured inner strengths and talents. Granted, had I known what I know now, perhaps I would have chosen a name slightly easier to spell, but I’ve worked hard to establish the brand of Innermetrix and wouldn’t change it for anything now. The best names stand for what you believe in, and have real meaning for what you do or whom you help.
5. Make it catchy. Avoid using clich
   es or hyperbole in naming your business. Peak, Apex, Pinnacle, and Summit are descriptive, imply great success and height, but they’re also insanely worn out and over-used. On the other hand, don’t go so far in the other direction that you end up with “Johnson Consulting.” Part of effective branding involves separating yourself from the crowd and standing out. If the name is boring or sounds like every other company, it will only make it that much harder to achieve differentiation. Yahoo! or Google selected great names as far as standing apart and being catchy, while not making them complicated.
6. Make it corporate. Many consultants opt to name their consult-ing firm after themselves. While probably the norm for legal PLLCs, calling your business “John Smith Consulting” implies you are the business—and only you. Follow the old adage of “playing big until you are” and shoot for a name that represents a legal entity, not a human being. I know—Macy’s, Johnson & Johnson, Kellogg’s, and many other very successful companies were named after their founders, but you aren’t entering the business field a hundred years ago. Most of the large consulting firms used founder’s names as well, but they all started as legal or accounting firms too.
7. Don’t restrict geography. Sometimes new consultants tie their brand to a specific city or region (e.g., New York Management Inc. or Southeastern Consulting), but unless you plan to do business only in the same geographic area, I advise against regional naming. As an independent business consultant you will quickly find that you have no geographic borders, which is one of the great aspects of this industry.

** I’ve provided a complete checklist in Appendix D of my book where you can keep track of work done, such as deciding on the name of your business, and many other activities to come. You can purchase it here.