Choosing a business name is like naming a newborn—it shapes your brand’s identity forever. Imagine launching your dream company, only to find your chosen name is taken or violates state regulations. That’s exactly what happened to Jake, whose LLC application was rejected after months of branding due to a restricted term in his state.
As Steve Jobs once said, “A brand is simply trust.” Your business name is the first step in building that trust. So, how do you pick a name that not only resonates with your brand but also gets approved without a hitch?
Many of our clients struggle with naming their US businesses, unsure about legal restrictions, availability, or compliance. To clear up these concerns, here’s how to choose a business name in the US that is legal, memorable, and impactful.
Why Choose a Business Name Carefully?
- First impressions matter. Your business name is the first thing people notice—it shapes your brand and identity.
- It builds trust. A strong name grabs attention and helps customers instantly understand what you offer.
- It sets you apart. In a crowded market, a memorable name makes your business stand out.
- Legal compliance is key. Your name must be available and meet state regulations to avoid future problems.
- The wrong name can cost you. Legal disputes, denied registrations and banking or tax issues can arise from a poor choice.
- Avoid headaches later. Checking for restrictions early saves time, money, and stress down the road.
- A solid name fuels long-term success. Take the time to choose wisely—it’s one of the most important decisions you’ll make as a business owner.
How to Choose a Business Name?
Your business name should reflect your brand, follow legal guidelines, and be easy to remember. The right name builds credibility, draws in customers, and makes the registration process hassle-free. Below, we’ll walk you through what to consider and how to choose the perfect business name in the US.
1. Reflect on Your Brand Identity
- Define Your Mission and Values: Consider what your company stands for and how you want to be perceived. Your name should align with your core principles and the message you wish to convey.
- Understand Your Target Audience: Think about the demographics and preferences of your potential customers. A name that appeals to them can enhance brand recognition and loyalty.
2. Brainstorm Potential Names
- Be Creative and Original: Generate a list of names that are unique, memorable, and easy to pronounce. Avoid generic terms that might blend in with competitors.
- Consider Future Growth: Choose a name that allows for expansion into new products or markets without sounding restrictive.
3. Check for Name Availability
- State Business Name Database: Search your state’s Secretary of State website to ensure your desired name isn’t already in use by another entity.
- Federal Trademark Search: Use the U.S. Patent and Trademark Office’s (USPTO) Trademark Electronic Search System (TESS) to check for existing trademarks that might conflict with your proposed name.
4. Understand State-Specific Naming Restrictions
Each state has its own regulations regarding business names. Below is a general overview of common restrictions:
- Prohibited Terms: Many states restrict the use of certain words in business names unless specific conditions are met. For example:
- Financial Terms: Words like “Bank,” “Trust,” or “Insurance” often require approval from state financial authorities.
- Professional Titles: Terms such as “Doctor,” “Attorney,” or “Engineer” may necessitate proof of professional licensing.
- Government Affiliation: Names implying association with government entities (e.g., “Federal,” “State Department”) are typically prohibited.
- Deceptively Similar Names: States usually disallow names that are too similar to existing business names to prevent consumer confusion.
- Offensive or Misleading Terms: Names containing offensive language or misleading terms are generally not permitted.
Take a look below at the whole list of restricted names, which vary state by state:
| State | Prohibited or Restricted Terms | State | Prohibited or Restricted Terms |
|---|---|---|---|
| Alabama | Bank, Banking, Banc, Engineer, Engineering, Olympic | Alaska | Terms implying a governmental unit (e.g., city, village, borough); misleading or vulgar terms |
| Arizona | Bank, Banker, Banking, Banc, Banco, Deposit, Trust, Trust Company | Arkansas | Bank, Banker, Banking, Savings, Safe Deposit, Trust, Trustee, Insurance, Credit Union, Olympic |
| California | Bank, Trust, Trustee, Olympic | Colorado | Bank, Trust, Trustee, Olympic |
| Connecticut | Bank, Insurance Company, Trust Company | Delaware | Bank, Banking, Banc; words deemed objectionable by the Secretary of State |
| Florida | Bank, Banking, Banc, Insurance, Savings and Loan Association, Credit Union | Georgia | Insurance, Assurance, Surety, College, University; Bank, Credit Union, Trust |
| Hawaii | Financial Institution, Bank, Banker, Banking, Banc, Savings Bank, Savings and Loan, Savings Association, Financial Services Loan Company, Credit Union, Trust Company, Intrapacific Bank, International Banking Corporation, Trust, Olympic, Olympiad, Citius Altius Fortius, Insurance | Idaho | Bank, Banc, Banking, Engineering, Engineer |
| Illinois | Bank, Banking, Insurance | Indiana | Bank, Banker, Banking, Savings, Safe Deposit, Trust, Trustee, Insurance, Credit Union |
| Iowa | Bank, Banker, Banking, Savings, Safe Deposit, Trust, Trustee, Insurance, Credit Union | Kansas | Bank, Banks, Banking, Banc |
| Kentucky | Cooperative | Louisiana | Bank, Banker, Banking, Savings, Safe Deposit, Trust, Trustee, Building, Loan, Homestead, Insurance, Casualty, Redevelopment Corporation, Electric Cooperative, Credit Union |
| Maine | Savings, Savings Bank, Bank, Banker, Banking, Trust, Trust Company, Trust and Banking Company, Credit Union; the plural of any of these words or any derivatives of these terms | Maryland | Bank, Banker, Banking, Savings, Safe Deposit, Trust, Trustee, Insurance, Credit Union |
| Massachusetts | Army, Navy, Marine Corps, Coast Guard, Government, PX, GI, Fire, Police, State, Federal | Michigan | Academy, Architecture, Bank, Banking, Banc, Deposit, Insurance, Co-Op, Credit Union, Surety, Security, Trust, Trust Company |
| Minnesota | Attorney, Bank, Banker, Banking, Savings, Safe Deposit, Trust, Trustee, Insurance, Credit Union, University | Mississippi | Bank, Banker, Banking, Savings, Safe Deposit, Trust, Trustee, Insurance, Credit Union |
| Missouri | Cooperative, Bank, Insurance Company, Redevelopment | Montana | Bank, Banker, Banking |
| Nebraska | Bank, Banker, Banking | Nevada | Insurance, Bank, Trust, Engineer, Engineered, Engineering, Professional Engineer, Registered Engineer, Licensed Engineer |
| New Hampshire | Farmers’ Market | New Jersey | Bank, Banker, Banking, Blind, Little League, Olympic, Olympiad, Handicapped, Cemetery, Postal, Realtor, Trust, Underwriters |
| New Mexico | Bank, Banker, Banking | New York | Bank, Benefit, Blind, Board of Trade, Chamber of Commerce, Community Renewal, Corporation, History, Incorporated, Partnership, State Police, State Trooper, Tenant Relocation, Urban Development, Urban Relocation, United Nations |
| North Carolina | Architect, Architecture, Architectural, Bank, Banker, Banking, Certified Public Accountant, Cooperative, Co-op, Engineer, Engineering, Mutual, Trust, Insurance, Surveyor, Survey, Surveying, Wholesale | North Dakota | Bank, Banking, Banker, Trust, Farming, Farm, Farmer, Insurance |
| Ohio | Bank, Banker, Banking, Trust and words/phrases that are profane or considered a slur against an ethnic group, religion, gender or heredity | Oklahoma | Bank, Banker Farming, Farm, Farmer, Savings, Loans, Trust |
| Oregon | Bank, Banking, Trust, Trustee or any obscene language | Pennsylvania | Bank, Banker, Banking, Cooperative, College, Credit Union, Engineering, Loans, Savings, Seminary, Surveyor, Trust, Trustee, University, Public Accountant, Certified Public Accountant |
| Rhode Island | Bank, Banker, Banking, Trust, Olympic | South Carolina | Bank, Banking, Savings, Olympic |
| South Dakota | Bank, Banking, Banker | Tennessee | *Any business affiliated with, or sponsored by, any fraternal, veterans’, service, religious, charitable or professional organization needs to be certified in writing |
| Texas | Bank, Cooperative, Insurance, Lottery, Lotto, Veteran, Legion, Spanish, Trust, Foreign, War, Disabled, War, World War, Olympia, Olympics, University | Utah | College, University, Olympics, Olympia |
| Vermont | Bank, Banker, Banking, Insurance | Virginia | Bank, Trust, Insurance |
| Washington | Association, Bank, Banker, Banking, Cooperative, Home, Industrial, Loan, Savings, Society, Trust | West Virginia | Accountant, Architect, Engineering, Doctor |
| Wisconsin | Insurance, Trust, Bank | Wyoming | Education, School, College, University, Bank, Banking |
5. Consider Domain Name Availability
- Check Online Presence: Ensure that a suitable domain name is available for your business. Consistency between your business name and domain name strengthens your online brand.
- Social Media Handles: Verify the availability of your business name on major social media platforms to maintain a cohesive brand identity across channels.
6. Register Your Business Name
- Entity Formation: Once you’ve confirmed that your desired name is available and complies with state regulations, proceed with registering your business entity (e.g., LLC, Corporation) with the appropriate state agency.
- Trademark Protection: Consider filing for a federal trademark with the USPTO to protect your brand name nationwide.
7. Seek Professional Advice
- Legal Consultation: Consult with a business attorney or professional service to navigate complex naming regulations and ensure full compliance.
- Branding Experts: Engage with branding professionals to develop a name that effectively captures your company’s essence and appeals to your target audience.
Final Thoughts
Choosing the right business name is one of the most critical decisions you’ll make as an entrepreneur. Just like Jake’s experience, the wrong name can lead to legal setbacks, branding confusion, or even rejection of your LLC application. That’s why understanding how to choose a business name is just as important as coming up with a creative one.
By researching state restrictions, checking trademarks, and securing domain availability, you ensure your business name is legally compliant and ready for long-term success. A well-chosen name isn’t just a label—it’s a strategic asset that sets the foundation for your brand’s growth. Take the time to get it right, and you’ll avoid costly mistakes down the road.
Note 1: This guide provides general information. For specific concerns, consult with a qualified professional.
Note 2: Need help with US company formation? Business Globalizer is here to assist you in every step!
