How to Name a Company in 2026

Learn how to name a company the right way in 2026 with this complete guide to branding, formatting, SEO strategy, and trademark protection. Discover how to choose a memorable, legally secure, and search-friendly business name.

HUBSPOT FOR STARTUPS

12/11/20255 min read

How to Name a Company

The Complete 2026 Guide to Branding, Formatting and Trademarking a Business Name

Choosing a company name is one of the most defining steps in building a business. A name carries your identity, shapes your brand’s personality, influences customer perception, and even affects your success in SEO, marketing, and legal protection. With millions of brands competing for attention, selecting the right name—and protecting it—has never been more important.

Why Your Company Name Matters

A company name is more than a label. It’s the first piece of communication potential customers see. It can make your business memorable or forgettable. It can attract your ideal audience or send mixed signals. Search engines also read your name, so its structure affects discoverability.

A strong business name helps you:

• Build instant brand recognition
• Establish trust and authority
• Improve click-through rates
• Strengthen SEO
• Secure trademarks and protect intellectual property
• Stand out in competitive markets

A weak name, on the other hand, limits marketing potential and makes legal protection harder.

How to Name a Company (Full Step-by-Step Process)

1. Clarify your brand before naming it

Many businesses try naming without defining their purpose. A name should match the essence of your brand—what you do, how you differ, and what emotional response you want to evoke.

Identify
• Your mission
• Your audience
• Your unique value
• Your market positioning

When naming begins from clarity, the process becomes faster and more strategic.

2. Understand the different types of company names

Most successful brands fall into one of these categories:

Descriptive names — clearly state what the business does.
Examples: The Home Depot, General Motors
Pros: instantly understandable.
Cons: hard to trademark.

Suggestive names — hint at meaning without spelling it out.
Examples: Facebook, Instagram
Pros: strong branding, easier trademarks.

Abstract or invented names
Examples: Google, Spotify
Pros: unique, trademarkable.
Cons: require more marketing to explain.

Founder names
Examples: Ford, Walt Disney
Pros: personal, memorable.
Cons: harder to sell later.

Geographical names
Examples: Alaska Airlines, New York Life
Pros: instant location recognition.
Cons: limit future expansion.

Understanding these categories helps you choose a direction aligned with your long-term goals.

3. Aim for names that are short, simple, and memorable

Short names perform better in logos, advertisements, search results, and domain names.
Ideally

• One to two words
• Easy to spell
• Easy to pronounce
• Easy to type on a keyboard and phone

If people struggle with the spelling, they won’t find you online.

4. Think about SEO from the beginning

A company name influences searchability long before you optimize your website.

SEO considerations include

• Is the name too generic? (hard to rank)
• Does it conflict with major corporations?
• Is the .com domain or close alternative available?
• Does it contain a relevant keyword without being forced?

For some industries, a keyword-rich name helps (e.g., SolarTech Energy).
For others, a unique brand name performs better long-term (e.g., Uber).

5. Check domain availability and social handles

A matching domain boosts trust, branding, and search consistency.

If the exact-match .com is unavailable, consider:

• Adding a short word (brandnameapp.com, brandnamehq.com)
• Using reputable alternatives (.co, .io, .ai, .app, .net)
• Avoiding long or hyphenated domains

Once the domain is settled, check major social platforms for matching handles.

6. Conduct a proper trademark search

Trademark conflicts can shut down a business before it grows.
A trademark search helps you avoid names that are:

• Already protected
• Confusingly similar
• Too descriptive for registration

In the U.S., search through the USPTO TESS database.
Most countries have similar online search tools.

7. Test your company name in real-world contexts

Before finalizing, test how the name looks when:

• Spoken aloud
• Written in a logo
• Displayed on packaging
• Used in emails
• Entered in the search bar

Some names sound great in theory but fail in practical use.

8. Check for negative meanings in other languages

If you plan to operate internationally, confirm that the name does not unintentionally translate into something inappropriate.

9. Secure the trademark

Once the name passes all tests, move to the registration phase.
Trademarking protects your name nationwide and prevents others from copying it.

How to Trademark a Company Name

Trademarking is essential for legal protection

1. Conduct a trademark search

Search for identical or confusingly similar names.

2. Choose the correct trademark class

Each category of goods and services has a class number.

3. File your application

Submit it through your country’s official trademark office (e.g., USPTO).

4. Provide proof of use

Some regions require proof that you are actively using the name in commerce.

5. Wait for examination

Examiners will check for conflicts and compliance with trademark laws.

6. Receive approval or respond to refusals

If approved, your trademark becomes legally enforceable.

Do You Italicize Company Names?

A frequent formatting question is whether company names should be italicized.

The answer: No, company names are not italicized.

Major writing styles—including APA, MLA and Chicago—treat business names as proper nouns, written in standard text, capitalized, but not italicized.
Google
Amazon
Toyota Motor Corporation

Italics are reserved for books, magazines, films, academic journals, and similar titles—not business names.

Are Company Names Italicized in Professional Writing?

In professional writing, advertising, journalism, and legal documents, company names remain in plain text.
You may bold them for emphasis, but italics are not standard.

Formatting Company Names Correctly

Here are the accepted rules

• Capitalize the name exactly as the company styles it
• Include the legal suffix if necessary (Inc., Ltd., LLC)
• Do not italicize
• Do not place in quotation marks unless quoting someone
• Do not change spellings or spacing

This consistency helps maintain professionalism in writing and branding.

Examples of Correctly Written Company Names

• Tesla, Inc.
• Microsoft Corporation
• Alibaba Group
• Samsung Electronics Co., Ltd.

No italics. No quotation marks. Just proper nouns.

FAQ — Frequently Asked Questions

How to name a company?

Choose a name that reflects your brand, is easy to spell, passes trademark checks, has domain availability, and fits your long-term vision.

Do you italicize company names?

No. Company names are written in plain text with standard capitalization.

Are company names italicized in APA or MLA?

No. Academic style guides recommend standard text, not italics.

How to trademark a company name?

Search for conflicts, file an application with your trademark office, choose the correct class, and wait for approval.

How long does trademark approval take?

Typically 6–12 months depending on the country.

Can two companies have the same name?

Yes, as long as they operate in different trademark classes and are not confusingly similar.

Should I use keywords in my company name?

It can help SEO but is not mandatory. Unique brand names may perform better long-term.

Can I change my company name later?

Yes, but you must update legal documents, branding, trademark filings, and marketing materials.

Can I trademark a name if the domain is unavailable?

Yes. Domain ownership and trademark rights are separate.

Is a company name the same as a brand name?

Not always. A business may legally be registered under one name but use a different brand name.