Contributor, Benzinga
March 31, 2023

Choosing a perfect name for your business is one of the most crucial and challenging decisions you’ll make when starting a limited liability company (LLC). Your business name is the first impression customers have of your company. Your choice of name can significantly impact your branding, marketing and overall success. With so much depending on your LLC’s name, you must approach the naming process with careful consideration and a robust strategy. 

Benzinga spotlights the best practices for naming your LLC, including brainstorming techniques, legal requirements and tips for creating a unique name in your industry. Whether you’re an entrepreneur kickstarting your first venture or a small business owner rebranding your existing business, this guide will help you navigate the naming process with incredible confidence and creativity. 

What is a Limited Liability Company (LLC)?

An LLC is a legal business structure or entity that offers owners (known as members) limited liability protection while allowing for pass-through taxation. Liability protection implies that members are not personally responsible for the business’s debts or liability, and in the event of bankruptcy, their personal assets are shielded from business creditors. Pass-through taxation means that profits and losses from the business passed through and are reported on members’ personal tax returns — that is, they are taxed at the individual level. 

Therefore, unlike corporation shareholders, LLC members are not subject to double taxation. LLC members can also elect to be taxed as a corporation if it benefits the company. An LLC is considered a distinct entity from its members, meaning the business has its own rights and obligations. For instance, an LLC can enter into contracts with an individual or other company, hire employees, borrow or loan out money and sue or get sued. Besides personal liability protection and tax efficiency, an LLC is popular among small business owners and entrepreneurs because of its flexible management structure — the members or a designated manager can manage it. Furthermore, LLCs are relatively easy to set up and maintain with few or no formalities. However, you must understand that LLC is a creation of the state, and the rules governing its operation may vary across states in the US. Consult an attorney to guide you on specific compliance requirements unique to your preferred state of incorporation. 

Why is an LLC Name Important?

Your LLC name is often the first point of contact with potential clients, customers, partners and investors. And first impressions can be significant, especially from a business perspective. So if your chosen business name resonates with audiences, it can open doors to customer acquisition, partnerships and capital investment. Your LLC name is central to your branding and can shape your company’s identity and reputation. 

Your LLC name can significantly influence your digital marketing efforts, especially regarding search engine optimization (SEO). Let’s face it, advancements in technology and the prevalence of social media platforms mean that most marketing battles among brands are now fought and won in the online domain. Choosing the right name for your business makes it easier for customers to find your business online and remember your brand. A unique and memorable name helps your company stand out among competitors and make a strong impression on potential customers. 

Choosing an appropriate name for your LLC is also important from the legal perspective since your chosen name must comply with existing state laws and regulations. A non-compliant and inappropriate name can lead to legal challenges or stall your LLC formation process. Essentially, choosing a memorable, outstanding, unique and legal name for your LLC prepares your business for a lifetime of success. 

10 Steps for How to Name an LLC

Crafting an ideal name for your LLC can be overwhelming and fun. The following 10 steps can help you create a unique name. 

1. Understand the Purpose of Naming Your LLC

Understanding the purpose of naming your LLC is central to crafting a unique and impactful name. When crafting a name for your LLC, you’ve to first consider the purpose. During brainstorming, you’ll naturally come up with many excellent naming ideas, but you need to ask yourself, why do I need to choose a specific name? Is it unique and captivating enough to make my brand outstanding? Is it memorable or can it easily be forgotten by clients or customers? Does it reflect the essence of my business? These questions address the core purpose of naming an LLC, and if your choice satisfies these questions, you’re good to go. 

2. Brainstorm Words and Phrases That Describe Your Business

A perfect name for your brand will contain words or phrases that perfectly describe what your business does. So it would help if you brainstormed words or phrases that reflect the essence of your business. Consider the unique selling point of your business and how it benefits customers, then think of words that capture those qualities. You can leverage synonyms and related terms to expand your list of potential names further. By brainstorming and refining your list of phrases and descriptive words, you can create a name that perfectly reflects your business, sets it apart from competitors, appeals to your target audiences and helps you succeed.

3. Check for Availability and Avoid Trademark Infringement

Your LLC must be unique and distinguishable. Uniqueness entails that no other business in your state of incorporation operates under a similar name. An easy way to find out if your potential name has already been taken is to visit the Secretary of State’s website in the state where you’re incorporating and check for availability. You must also ensure that such a name hasn’t been trademarked by any other business to avoid trademark infringement which has legal consequences that may damage your brand reputation. 

You can expand your search via Google, social media channels and available domains to be sure of what’s been taken, primarily if your business also targets customers or clients other than those from your state. By conducting a comprehensive search for name availability, you’ll arrive at a legally sound and unique name, thereby giving your business a higher probability of success.

4. Consider Your Target Audience and Branding Goals

From the time your business idea was seeded, you already had an audience in mind and how you aimed to impact such audiences. Your chosen LLC name must be such that it appeals to your core audience or customers. To achieve this, you want to ensure that the tone and personality your LLC’s name conveys resonates with them and aligns with your long-term goals and branding strategy. That’s one way to build a strong and consistent brand or business identity. 

5. Keep it Simple and Easy to Remember

Simplicity never fails; it wins the day. When you choose a simple name for your LLC that is easy to spell and say, you make it easy to remember and recognize, allowing customers to search for your company online without hassle and recommend it to friends. A simple LLC name enhances versatility, enabling you to use it across multiple marketing channels and build a loyal customer base. In contrast, a complex and difficult-to-pronounce name can turn off potential customers and torpedo your marketing effort. 

6. Include a Descriptive Element in the Name

Another strategic step to crafting an excellent name for your LLC is including a descriptive element in the name. When your LLC name includes a description of your product and services, you make it easier for potential customers to understand your business at first glance and differentiate yourself from competitors. Such descriptions also provide an organic SEO advantage, meaning your business will readily appear at the top of search engines. This factor can increase lead generation and sales. However, it would help if you struck a balance to avoid ending up with a name that is too generic on the one hand or entirely irrelevant to your brand on the other hand. 

7. Consider Using a Geographic Location in the Name

Suppose your business is based in a specific locality or region and strictly targets audiences from such a region. In that case, adding a geo-location to your LLC can be an excellent move as it makes it easier for you to establish a local identity and connect with your target audience or customers. It also makes finding your brand online and in local search results on search engines more accessible. However,  such measures can be counterproductive and should be avoided if you hope to expand into new markets and regions in the future.

8. Choose a Name That Will Stand the Test of Time

Your LLC name must be such that it will stand the test of time. Instead of going for trendy names that’ll become outdated and irrelevant when the trend fades, consider something more timeless. Think evergreen. Evergreen names are adaptable and remain relevant as your business evolves and expands, meaning you won’t have to worry about rebranding in the future. Choosing an evergreen and timeless name for your LLC helps reinforce your brand identity and recognition. It can also impact customer retention, acquisition and loyalty.

9. Get Feedback from Potential Customers and Partners

Once you develop a name that satisfies all criteria and is legally sound and unique, it’s a good idea to share it with other members, stakeholders and potential customers to see what they think about your choice. After all, they’re the ones that’ll ultimately interact with your brand daily. Those people might be able to identify issues with your choice that you didn’t put into consideration or provide you insight regarding whether the name accurately reflects your business. Either way, such feedback will help you to make a more informed decision. 

10. Finalize Your Decision and Register Your LLC Name

It’s finally time to register the name you choose for your LLC, but first, you must review it to ensure that it meets your state’s compliance requirements regarding the naming of an LLC. While the law varies among states, some similarities exist. For instance, your LLC’s name must be designated“limited liability company or its abbreviation (LLC) at the end. It must exclude words that may confuse it with a government entity (Treasury, Bureau and Department). 

Prohibited or restricted words (like bank, attorney and insurance) may necessitate extra paperwork, depending on your state. If your chosen name satisfies the requirements, you can proceed to register. You can also pay to reserve it if you’re not yet ready to incorporate your business so the state doesn’t give it to another person. Keep in mind that holding time for company names also varies among states, so you should inquire about the duration for your chosen state. 

Unlock Your LLC’s  Potential Via Captivating Naming

Choosing the right name can make all the difference when it comes to launching your brand, creating a lasting impression on customers and growing your LLC. Benzinga’s expert guide unlocks the secrets to crafting a legal, unique, memorable and highly impactful name that’ll make your business stand out from competitors. The idea is to help you unleash your LLC’s full potential with a captivating and winning name. And once you’ve crafted that unique name and are ready to take the next step to create your great company, you can check some of the best LLC services to see how any can help you realize your goals and business objectives. 

Frequently Asked Questions


How do I choose a good LLC name?


No hard and fast rules exist for choosing a good LLC. However, choosing a perfect name for your LLC will involve some creativity. Ensure that your chosen name is legal, simple, unique, reflects your brand goal and appeals to your target audience. 


Should I put a comma before LLC?


Putting a comma before LLC is not a mandatory requirement. It is entirely up to you if you want to do that. You can review the rules guiding the naming of an LLC in your potential state of incorporation to know what is legal and illegal. You can also consult an attorney.


Should I put LLC on my logo?


No, you do not necessarily need to put LLC on your logo. However, adding LLC can reinforce its legitimacy if it doesn’t distort your logo. Again, review the rules guiding the naming of an LLC in your potential state of incorporation to know what is legal and illegal, or consult an attorney.