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How to name a business to business (B2B) firm

By Cate Barker for GoDaddy

Naming a business-to-business (B2B) firm is a critical step that should be taken early in the startup process. A memorable business name can position the new company for success, while a lackluster or confusing name can hinder its growth.

These days, every business needs a website and every website needs a domain name that matches their business name.

GoDaddy has been in the domains business almost longer than anyone else. GoDaddy’s free domain name search tool makes it easy to check if the domain name matching your desired business name is available.

Let’s explore the steps to naming a B2B firm, from generating ideas to checking the trademark database to registering a matching domain name for use with your website.

1. Figure out who you are

Photo: Per Lööv on Unsplash

Before embarking on the naming process, it is essential to get clear on your brand identity. If your business had a personality, what would it be:

• The right-hand assistant who makes clients’ jobs easier by taking things off their plate?
• The visionary who knows what customers need before they do?
• The supplier who is always looking to save their clients money?

Your personality should be based on what you know of your target market — in other words, those most likely to buy from you.

If your target buyer is an overworked executive who has too much to do, the right-hand assistant might be a good persona for your business.

If your target cares most about saving money, the third personality might be the way to go. Do some thinking about what you hope to offer that will differentiate your B2B business from other similar companies. This will help guide your name generation process.

2. Next, brainstorm names

Now that you have an idea of your brand’s identity, it’s time to unleash your creativity through brainstorming.

Start with a free name generator like GoDaddy’s or one of the many others available online.

Type in words or concepts related to your industry, products, services and values. The tool will provide ideas. If you have a partner or teammates, encourage them to share their ideas, as diverse views can lead to unique and compelling names.

Evaluate naming styles

As you brainstorm, it’s crucial to consider different naming styles and which might work for your B2B firm.

Photo: Bermix Studio on Unsplash

There are several common naming styles to choose from:

• Descriptive names: These names clearly convey the nature of the business, such as “Tech Solutions” or “Marketing Experts.” While descriptive names may lack creativity, they can be very clear.
• Evocative names: Evocative names produce a feeling or emotion without explicitly stating what the company does. Examples include “Innovation Hub” or “Pinnacle Partners.” These names can create curiosity, positioning your firm as forward-thinking and cutting-edge.
• Acronyms and initials: Sometimes, using acronyms or initials can be an effective way to create a memorable and concise name. Think BBC or H&M. However, ensure that the letters you choose are easy to remember and don’t create confusion within your industry.
• Invented or coined names: Invented names, like “Xerox” or “Google,” can be distinctive and memorable. However, these names may require significant spending on promotions before people begin to recognize them.
• Compound names: Compound names combine two or more words to create a new word. For instance, “TechSolutions” or “DataAnalytics.” These names can be effective in quickly describing your offerings with a flair.

Photo: ThisisEngineering RAEng on Unsplash

Refining and shortlisting

Once you have a list of potential names, it’s time to shortlist the most promising ones. To make it to the short list, a name must be:

• Memorable and spellable: Your chosen name should be easy to remember and spell, and not easily confused with other established brands. Avoid complex spellings, numbers or dashes as these may hinder word-of-mouth referrals.
• Available as a domain name: Go through your list, entering each name in a domain search tool such as GoDaddy’s. In seconds you’ll know which names are available as a .com or .co.uk. A strong online presence is crucial for B2B firms, so getting a domain name that matches your business name is vital.

Editor’s note: Can’t find the name you want in .com or .uk? Consider one of the newer extensions such as .business, .supplies, .software, .storage or .services.

• Not yet trade marked: Before finalizing your name, search the UK trade mark database to ensure it is not already registered by another business. Using a name that infringes on someone else’s trade mark can lead to legal headaches down the line.
• International considerations: If you plan to expand globally, consider if your chosen name may have negative connotations or be offensive in other languages or cultures. Avoid potential PR disasters by conducting thorough research before settling on the one.

Testing and feedback

Now it’s time to gather feedback from your target audience, industry peers and trusted advisors. This can be done informally through online surveys or more formally through focus groups.

Constructive feedback can provide valuable insights and help you make a decision you’ll be proud of for years to come.

Keep in mind that while feedback is essential, ultimately, the final decision rests with you and your team.

3. Register your business name

After selecting the perfect name, you’ll want to register it with Companies House.

You may wish to consult with a legal professional or business registration service to make sure you have exclusive rights to the name.

4. Claim the matching domain name

You’ll need a domain name to serve as your B2B firm’s web address and it’s best if it matches your business name.

Since you’ve already checked to make sure the name you want is available as a domain name, simple register the name you want at GoDaddy.

As mentioned above, if the exact match is unavailable in .com or .uk, consider alternative domain extensions such as .business, .supplies, .software, .storage or .services.

Name a B2B business in just 4 steps

Naming a B2B firm is a creative and strategic process that deserves all the time it takes to get it right.

By first defining your business identity, brainstorming ideas and conducting research, you can find a business name that resonates with your target audience and supports long-term growth.

Remember, a strong name is the foundation of a powerful brand.

Have a great idea for a B2B company name? Claim your online identity by registering the matching domain name now.

This was posted in Bdaily's Members' News section by GoDaddy .