How to Name Your Business (So You Don’t Regret It Later)

Naming your business sounds simple but it can be a task that many founders spend months trying to perfect, or they just pull one out of nowhere, only to regret it when it’s too late. 

I recently named a human being – so much pressure there but I think we spent less time on it than I did naming my first start-up!  

I believe a good business name is memorable, easy to spell, and says something about who you are or what you do. Get it wrong, and you could confuse customers, run into legal headaches, or find yourself boxed in as you grow. 

I’ve seen amazing businesses waste thousands on rebrands down the track because they didn’t do their homework upfront, so here is how to get it right from the start. 

Start with the spark, then test it. 

As Adrien Taylor from Not Another™ puts it, “Naming is part art, part science.” The art is that emotional spark; the name that clicks and feels just right. Play around with ideas: invented names, descriptive names that say what you do, or names inspired by your place or story. 

Once you have got a shortlist that makes you smile, bring in the science. What Not Another calls “ownability.” It’s not the glamorous part, but it’s increasingly crucial. This is where many new businesses slip up. 

Check your name is actually yours to use. 

This means checking: 

• Trademarks: Is someone else already trading under that name in your industry? 

• Company register: Is it available with NZ Companies Office? 

• Domains: Can you get a matching domain name? 

• Social media handles: Will you be able to use the same name on Instagram, Facebook, LinkedIn, or TikTok? 

I love this practical reminder from Clive Antony at Antony & Mates: 

"Social media due diligence is way more important than the search in the company’s office register! We’ve seen businesses lock in a name they can’t get consistent handles for — and it’s a branding nightmare. Brand consistency is everything.” 

Do a trademark search (and get help if you need it). 

You should always check your names on IPONZ and even run a WIPO search if you think you’ll expand globally. I know two companies personally who started out small, so they didn’t do a proper IP due diligence due to the upfront cost, but I can tell you their rebrands cost them a lot more.  

Here’s a good tip from trademark attorney Kate Swaine: 

“When you have some names in mind, get a proper clearance search done — not just on your local trademark register but ideally also with help from an IP lawyer. It’s much cheaper than fighting a legal battle later.” 

Keep it short, clear, and easy to remember. 

A name that’s easy to say, spell, and search is worth its weight in gold. Test it: 

• Would someone understand it over the phone? 

• Can they spell it after hearing it once? 

• Does it feel right in a sentence? (Your clients will say it a lot!) 

If it’s too tricky, they will forget you or worse, end up on someone else’s website. 

Own your name online: protect it early. 

Once you are confident in your name, lock it down everywhere you can. Buy the domain (ideally a clear, relevant one. I am biased, but a .kiwi is perfect for a proud New Zealand brand).  

Grab related domains too if you can, to protect your name from the competition, copycats or scammers. $40 a year is a small expense to pay to protect your brand.  

Is your ideal .com taken? Don’t panic alternative domains like .kiwi keep your brand fresh, local, and memorable. Because we are not as big as .com it is likely your name is still available as a .kiwi, so grab it while you can!  

Don’t think you need a website, therefore don’t need a domain? Well, if you want a business email address and not just a @gmail.com then you need a domain. Also, websites are still important – read this if you don’t believe me.  

A rebrand is possible, but hard. 

Rebrands happen, and you can always change your name later if you really have to but doing so means more time, money, and lost momentum. It is worth spending that extra week now doing your checks properly, so your name can grow with your business. 

Treat naming like an investment. Have fun with the ideas. But test your shortlist, check the details, and secure your online presence early on.

Ready to protect your perfect name?  

Search for your .kiwi domain at www.hello.kiwi and claim your piece of the internet while you can.