Your business name is more than just a label—it’s your first impression, your brand promise, and often, a reflection of your values and vision.
But behind every great name is usually a personal story, a creative pivot, or a hard-earned lesson.
In this article, 19 entrepreneurs reveal the real-life decisions behind their company names—from sentimental tributes and brand pivots to domain strategy and market positioning.
Whether you’re just starting out or considering a rebrand, their insights offer inspiration (and a few naming pitfalls to avoid).
ChessEasy Academy
When naming ChessEasy Academy, I wanted the name to immediately communicate our core mission: making chess accessible and enjoyable for everyone.
Initially, I considered several more formal or prestigious-sounding names, but they didn’t resonate with the approachable, student-friendly atmosphere I envisioned.
The name “ChessEasy” stood out because it conveyed exactly what I wanted parents and students to feel when they first encountered us: confidence and simplicity.
This strategy proved successful because parents and students frequently mentioned how the name itself encouraged them to sign up.
My advice for entrepreneurs naming their business is this: Choose clarity and connection over cleverness. Your audience should instantly feel welcomed and confident about what you’re offering the moment they hear your name.
Harikrishnan A, Commonwealth Chess Player and Founder of ChessEasy Academy, ChessEasy Academy
B&N Kapital
My company name, B&N Kapital, has a quite unexpected backstory, considering that my company works in the finance industry.
The letters B and N come from French, representing the words “blanc” (meaning “white”) and “noir” (meaning “black”).
However, I came up with these particular words only because of my beloved dog, who sadly passed away a couple of months before I decided to register this company.
Honoring his legacy and spirit, I wanted to name my company after him. He was a black and white Karelian bear dog, so my company’s name now reminds me of him every single day.
I believe that when it comes to finances, things truly must be black or white: you can’t have any grey area when dealing with finances.
It’s the one industry where things must be crystal-clear, so my dog’s spirit carried over to my company’s principles more than perfectly.
It was simply meant to be – and now, his spirit lives on thanks to the company.
Marcus Keller, Owner and Member of the Board, B&N Kapital OÜ
Custom Neon
The story behind our business name begins in 2018. We were struggling to find a safe, affordable neon sign for our son’s nursery.
Spotting a gap in the market, we impulsively created an Instagram account called Neon Collective.
I chose that name because it felt catchy and modern–perfect for the innovative, young professional crowd we thought we’d target locally.
We didn’t expect it to grow as quickly as it did! In no time, we were selling to local businesses, weddings, and events through Instagram, and soon built a website to keep up with demand.
As the business grew, we hit a roadblock–especially with online visibility. We weren’t ranking well, and it became clear that Neon Collective wasn’t suitable for our global ambitions.
We realized “Neon Collective” was too vague. It could mean anything–it turned out there was even a marketing agency with the same name! We needed something more precise, something that does exactly what it says on the tin, and is understood globally. That’s how we arrived at “Custom Neon.”
The switch to “Custom Neon” was about eliminating ambiguity and getting straight to the point–we make custom neon signs. It’s simple and no-nonsense, which was crucial for our growing global ambitions.
Jessica Munday, People and Culture Manager, Custom Neon
Moss Technologies
I landed on my business name after brainstorming what would feel clear, memorable, and tied to my mission of simplifying tech and real estate solutions.
The strategy was to pick something versatile that could cover both industries without boxing me into a corner—short, catchy, and easy to say.
I wanted it to hint at growth and reliability, reflecting how my website delivers actionable value.
I tossed around a few other names—like ones blending “media” and “property” or leaning hard into real estate buzzwords—but they either felt too generic or clunky.
The final choice stood out because it was unique, snappy, and didn’t sound like every other startup.
It also gave me room to pivot across services while sticking in people’s heads, which has helped with word-of-mouth and branding on platforms like X.
Plus, it just felt right—simple but bold, like the vibe I aim to project.
Jason Moss, Owner, Moss Technologies
The Paradigm Group, Inc.
The inspiration for my company’s name emerged during a professional assignment with another organization.
While observing their operations, I found myself reflecting on the fundamental processes and protocols that could enhance their efficiency and effectiveness.
I envisioned creating a company that would set new standards of excellence from day one, where exceptional quality and unwavering integrity would be more than just goals–they would be the foundation of every project we undertake.
This vision of transforming standard business practices into something extraordinary led me to establish “The Paradigm Group, Inc.”
The name embodies our commitment to revolutionary thinking and superior service delivery, representing the shift from conventional approaches to a new standard of excellence in our industry.
Angela Fielder, CEO, The Paradigm Group Inc.
Spectup
The story behind Spectup’s name is straightforward yet carries significant intent.
When we started, our core service was creating pitch decks that helped startups clearly and effectively communicate their vision to investors.
The name “Spectup” came from a combination of “spect” for vision (as in spectacle or perspective) and “up” for growth and progress—a perfect encapsulation of what we aimed to achieve for startups.
I recall brainstorming names over coffee with colleagues and rejecting alternatives like “Deckify” or “Visioneers” (yes, it was as bad as it sounds).
Spectup felt sharp, modern, and versatile—suitable for a company helping businesses scale globally.
Moreover, as we expanded our services to include fundraising support, strategy consulting, and due diligence, the name continued to resonate.
It isn’t tied to a specific offering, which I appreciated because we’re in the business of evolving alongside our clients.
I wanted something simple enough to be memorable but unique enough to stand out, and “Spectup” managed to achieve both objectives.
In retrospect, I believe the name also reflects my personal journey of always looking forward and pursuing growth, whether it was transitioning from Deloitte to leading Spectup or embracing the chaos of startup life.
It serves as a constant reminder of why we do what we do—to help businesses see further and rise faster.
Niclas Schlopsna, Managing Consultant and CEO, spectup
Formic Media
When launching a new digital marketing agency in 2008, I realized all good .com domain names were taken.
I researched phrases that best exemplified the work we were planning to do: create impact greater than our numbers.
I landed on ants. They are the most mysteriously productive teams on the planet. One of the major outputs of ants working in unison is formic acid, so we came up with the name, Formic Media.
While a vast majority of clients didn’t understand the origin story, they appreciated our explanation of how we could move or devour an elephant with a relatively small team.
For five years, we grew 1000% and can attribute our name to part of our success.
Kent Lewis, Founder, pdxMindShare
Lambda Video Production Company
We chose the name Lambda because we wanted something that stood apart from the usual, overly literal naming conventions in the video production industry.
At the time, most company names were variations of “film,” “media,” or “video,” and we were craving something with deeper meaning and a bit more mystery.
Lambda comes from Ancient Greek, and as someone who has always been fascinated by mythology and storytelling, it felt like the right fit.
It’s a symbol that has been used in science, history, and culture; it carries weight while still feeling abstract enough to be shaped by our work.
We did consider more descriptive names, but they never quite stuck. Lambda gave us room to evolve creatively while hinting at something thoughtful and purposeful. And honestly, it just sounded cool, which never hurts.
Ryan Stone, Founder & Creative Director, Lambda Video Production Company
2 Dogs and a Laptop
When selecting my business name, it was important that it be relevant to both me and my industry.
I wanted it to be memorable and simple, and I can tell you that people often say they choose my services because of my business name!
It was also crucial that the .com version of my business name was available for purchase at the time I was starting my business, as well as all of the social media handles to go with it.
Additionally, I conducted an industry search of my business name to ensure there wasn’t another business in my industry with the same name.
Sarah Kornblum, Website Designer and Developer, 2 Dogs and a Laptop
Forrest Logistics
We named Forrest Logistics after my business partner’s son, Forrest Kiefer.
Forrest is 11 years old; he was diagnosed with autism when he was three years old, and we wanted a name for our business that provided meaningful purpose.
We spent weeks trying to think of a name for this business, but they were all very generic and corny.
I came up with the idea to name the business after Forrest, and my business partner was honored.
We then created The Friends of Forrest Foundation, to which Forrest Logistics donates $1.50 from every shipment we haul.
This foundation benefits the neurodiverse community. My wife is epileptic, and I am on an advisory board for the Barrow Neurological Institute at Phoenix Children’s Hospital, so the name of our business felt appropriate and meaningful.
Vincent Fasso, President, Forrest Logistics
Amulet Consortium
Amulet Consortium is a combination of guidance and togetherness.
The name “Amulet” is both an acronym and a deeply personal symbol. It stands for Agile Mindset University Leadership Education and Training, which captures the heart of the leadership consultancy’s mission, which is to develop emotionally intelligent, culturally responsive leaders.
But it’s also inspired by a treasured amulet pendant my grandmother gave me—something I’ve always worn for guidance and to remind me of her strength.
This dual meaning reflects both our professional values and the personal legacy that grounds our work.
The Consortium brings together powerful women with a shared purpose, strengthened by wisdom passed down through generations.
Angel Henry, President, Amulet Consortium
Precision Franchise
As a franchise broker and consultant, my mission is to guide individuals through the process of franchise ownership by helping them identify businesses that align with their goals, experience, and skill set.
When thinking of a name, I kept coming back to the concept of precision, the idea of making intentional, accurate decisions that lead to the right fit.
That’s exactly what I aim to provide: precise guidance in a space where there are countless options.
I considered a few variations, including whether to make it plural with an “s” at the end, but ultimately, “Precision Franchise” felt clean, professional, and true to the service I offer.
It’s not just a name — it reflects the level of care and detail I bring to helping clients invest wisely and confidently.
Tamika Franklyn, Franchise Consultant, Precision Franchise
Fix & Form
I love naming businesses and have been privileged to do this work for more than a decade!
But when it came time to name my own business during a 2021 brand refresh, I felt… stumped! I couldn’t do my own strategic work on myself. It was torment.
This is pretty normal, yet I wasn’t aware of that at the time. I beat myself up for it for many weeks and months, and finally brought in outside help to brainstorm with me.
A brilliant copywriter and friend offered to help me craft new language for my website, and in doing so, we cleverly stumbled across the new name.
It was during this work where I finally told someone my vision, got all of the jumbled thoughts out of my head, into someone else’s, and down on paper.
She loved two-word business names to add zest and character, so we went through a brain dump of several words that explained what it was that my agency does at its core.
“Fix” represents how we refresh existing business brands, and “Form” represents how we create new business brands that do not exist.
The word “branding” holds so much mystery to those not in our industry that instead of bringing some vague name to the table, we state it exactly as it is. We fix and form brands. It’s that simple!
Anne Gillaspie, CEO & Chief Brand Strategist, Fix & Form | Strategic Branding Agency
Foster+Fathom
When I decided to open the business, I already had experience as a leadership speaker and was working with a few bureaus who insisted I call the new venture Foster & Associates.
I thought that was a terrible name, firstly because I had no associates, and secondly, I didn’t want the business to be about me. So, I looked intently at what I wanted to accomplish, and two measurables continued to emerge.
I wanted my clients to be better having worked with me, and I wanted them to understand the strategies that would be required for them to be both successful and sustainable. I wanted them to “grow” and “know” leadership success.
And then I got lucky.
Foster is a word that describes growth, and Fathom is a word that describes understanding. Foster+Fathom was born.
As a bonus, I can still confidently say that the business is not named after me. It’s named for my clients’ expectations to “grow and know.”
Steven Foster, Managing Partner, Foster+Fathom
PortraitVilla
I chose the name PortraitVilla after careful thought and planning.
The word “Portrait” represents art–specifically, custom portrait artworks–while “Villa” symbolizes a home or a cozy space.
Together, the name reflects the idea of an “art home” or a personalized art gallery. I wanted something that felt warm, artistic, and inviting.
I did consider other names, but PortraitVilla stood out because it perfectly captured the essence of what I wanted to create–a place where people can find meaningful and beautiful portrait art that feels like home.
Sadeeq Ali, Founder Of Portrait Villa, PortraitVilla
Epris Weddings
I put a lot of thought into the name Epris Weddings because I wanted it to reflect both the emotion behind what we do and the elevated, refined experience we offer.
The word “épris” is French, meaning “to be smitten” or “deeply in love.” It’s romantic, elegant, and carries a certain sophistication that felt perfectly aligned with our brand vision–serving couples who care deeply about beauty, intention, and lasting memories. I also loved that it wasn’t overly literal or trendy; it had a timeless quality that could grow with the brand.
We considered other names–some more playful, others more modern–but none felt quite right. Many sounded too generic, or too on-the-nose with words like “planner” or “events.”
We wanted something that felt timeless and distinctive, yet still rooted in emotion.
Epris stood out immediately. It had an emotional weight without being overly obvious. It felt like a mood, a tone, a promise of what we want our couples to feel: understood, celebrated, and in love.
There was also a strategy behind the decision. A unique name like Epris is easier to trademark and stands out in SEO, which is crucial for a brand that lives primarily online.
It’s short, memorable, and versatile–strong enough to support not just planning services, but a future vision that might include our own venue or bridal boutique.
Tess Bahbouche, Founder, Epris Weddings
Bibe Media Group
When I was choosing a domain name for my business, the most important factors were simplicity and clarity.
I wanted something that was easy to remember, spelled exactly as it sounds, and reflected the essence of my brand. It needed to feel professional yet personal, capable of growing with me as my business evolved.
I also considered my ideal clients—would this name resonate with them? Would it spark curiosity or instill confidence about my offerings?
After brainstorming and testing several ideas, I settled on a name that met all these criteria and felt authentic to me.
Ultimately, the chosen name had to not only represent my business but also embody the vision I wanted to bring to life.
Judaea Morris, Marketing Consultant, Bibe Media Group
GoSkate.com
Domain name availability is a significant consideration when choosing a business name today. We came up with a list of name ideas and then narrowed the list down based on which .com domains were available.
Ultimately, we settled on GoSkate.com because it was short, rolled off the tongue easily, and the domain was available.
The name should be a representation of the business and all products and services it intends to sell.
Our name GoSkate works because through it we can sell items related to skateboarding, despite our focus on skateboarding education.
If we had settled on GoSkate School, then we would possibly be limiting our reputation to only that of a school.
The flexible name allows us to easily pivot or add additional lines of business like selling skateboards, safety gear, or skateboard ramps.
Robert Dunfey, Founder, GoSkate.com
YR Fitness
The name “Yanre” originated from a combination of my family roots and the concept of creating “real” fitness solutions.
I spent months testing various names, some of which I felt sounded too technical, while others seemed too Western.
What I consistently returned to was the need for something simple, meaningful, and close to home.
“Yan” is derived from my family name, while “Re” came from the word “real,” signifying real movement, real strength, and real results. This is how “Yanre Fitness” came into existence.
I recall writing down the name and repeatedly saying it in my head: “Yang… Real…” It sounded clean and carried weight.
Over the years, that name grew with us, but as we expanded into more countries and digital platforms, we desired a name that felt more universal and easy to remember.
So last year, in 2024, we officially rebranded to YR Fitness, a sharper, cleaner version of the same identity.
We didn’t choose it merely to sound modern; it was also a reflection of how far we’d come and where we’re heading next. The core idea remains the same: fitness equipment that works hard for real people.
George Yang, Founder and Chief Product Designer, YR Fitness
Final Thoughts on Naming a Business
In the end, naming your business is equal parts strategy, identity, and intuition.
As these entrepreneurs have shown, the best names often carry more than clever wordplay—they hold meaning, clarity, and staying power.
Whether your goal is to spark curiosity, evoke emotion, or simply get found online, one thing is clear: a well-chosen name can anchor your brand for years to come.
So take your time, trust your gut—and don’t be afraid to tell a story with it.
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