should you rename your business? a friendly guide to naming (or renaming) your brand
9/10/25
branding
Should You Rename Your Business? A Friendly Guide to Naming (or Renaming) Your Brand
it’s a big decision — here’s how to make it (and what to do next).
Let’s be real: naming your business can feel weirdly hard. Whether you’re staring at a blinking cursor, trying to dream up something new, or wondering if it’s time to rename the business you’ve been running for months (or years), it’s easy to overthink every. single. option.
So, let’s break it down. First, should you even be renaming at all?
Should you rename your business?
If you’ve already got a name, changing it can feel like a big (and slightly terrifying) leap. But there are situations where a rename might be the right move, and others when it’s probably better to stick it out.
Reasons You Might Want to Rename:
Your current name doesn’t reflect what you actually do anymore.
You’ve shifted industries or audiences.
It’s hard to pronounce, spell, or remember.
It no longer fits your business goals.
You keep getting mistaken for someone else…awkward.
It never really felt like you to begin with.
Reasons You Might Want to Hit Pause on Renaming
You’ve already built strong brand recognition and loyal customers.
You’re renaming out of boredom (trust me, give it a minute).
You’re not 100% sure about rebranding.
You’re in the middle of a major launch or current marketing campaign.
Naming (or renaming) your biz? Start here.
First of all, deep breath. You’re not going to mess this up. But when you’re starting from scratch or even starting “over,” there are a few important things to think about before you get too attached to that clever pun or poetic one-word name.
Things to Consider:
SEARCHABILITY & SEO
Can people find you if they search the name (or close to it)?
Does it pull up 900 irrelevant results before they ever see your brand?
AVAILABLE DOMAINS
Is the .com available or something close enough to feel legit?
Can you claim it without needing to mix in hyphens and a random number at the end? We want to feel credible after all.
SOCIAL MEDIA HANDLES
Check Instagram, TikTok, Pinterest, and Facebook — even if you’re not using them all right away. You’ll thank yourself later when you handle isn’t @yourbrand1234
TRADEMARKING
This one’s big — and actually the number one mistake I see most business owners make. You can do a basic search on the uspto.gov site, but working with a lawyer is your best bet to make sure the name is actually yours to use.
How to start brainstorming a name you actually like.
Okay, time for the fun part. If you’re feeling stuck, these prompts will help you start pulling ideas out of your brain and onto the page.
List five adjectives to describe your product or service.
Think of how you want your customers to feel when they engage with your brand?
What are 5–6 business names you love? Think about tone and style, whether they’re relevant to your industry or not. Do you lean more classic and clean or do you like something more playful and poetic?
Now, what are 5–6 business names you don’t love? Sometimes knowing what you don’t like is just as helpful.
What voice or tone feels right for your business? How you want your brand to sound and be conveyed can start first and foremost with your brand name so consider how you want your brand messaging to sound as a whole.
You picked a name…now what?
Once you’ve found “the one” (cue the fireworks), there are a few important steps to take before you run wild launching a website or investing in a brand.
Trademark that ish. You did the research, now trademark that bad boy. A name you can’t legally use is a no-go.
Buy the domain. Seriously. Don’t wait. Even if you’re not building the site yet.
Secure your social handles, like yesterday. Or at least get as close as you can across platforms. Remember, do this across EVERY channel.
Start building your brand. The name is step one, we’re step two. It’s time to bring your brand to life visually, verbally, and strategically.
Naming your brand isn’t just a box to check.
TL;DR: The right name should feel like a fit for you, your audience, and the future of your business. Whether you’re just starting out or considering a major refresh, give yourself the space (and tools) to get it right.
