How to Choose the Perfect Company & Brand Name for Your Business

“Names are powerful things. They act as an identity marker and a kind of map, locating you in time and geography. More than that, they can be a compass.” -Daniel Jae Ho Bae

Naming your company or brand is one of the most critical steps in building your business. A strong name can make a lasting impression on your audience, set the tone for your company’s mission/vision/values, and ensure your business is both memorable and approachable for people who want to engage with your services or products. For those working in industries where discretion, creativity, or inclusivity are key, there are additional factors to consider.

Here’s a guide to help you choose the perfect name for your company and/or brand.

Step 1: Prioritize Simplicity and Memorability

Your company’s name should be easy for you and your team to remember. If you’re frequently using it for administrative tasks like invoices or client communications, simplicity can save time and reduce errors. Aim for:

• Short and sweet: Names with one to three words are often easier to recall and repeat.

• Clear spelling: Avoid complicated or unusual spellings that might confuse people.

When brainstorming, say potential names out loud. If they’re tricky to pronounce or awkward to explain over the phone, they’re likely not ideal.

Step 2: Consider Credit Card Discretion

If your business operates in a sensitive field, like sexual wellness or adult education, think about how your company name will appear on a credit card receipt. A discreet, professional-sounding name can help protect clients’ privacy. For instance:

• Use abbreviations or initials if your full business name might raise questions. For instance, my sex conference, Sex Down South, shows up as SDS Conferences.

• Opt for neutral words like “solutions,” “consulting,” or “services” to keep things ambiguous. You don't want to get caught up with the government.

Examples:

• Instead of “Intimate Wellness Coaching,” use “IWC Consulting.”

• Instead of “Sensual Arts Academy,” try “SAA Services.”

Step 3: Create a Story for Your Brand Name

A strong brand name should resonate with your audience and align with your values. Choose something that reflects your mission, ethos, or the story behind your business. Think about:

• Your why: What inspired you to start your business?

• Your audience: Who are you serving, and how do you want them to feel about your brand?

• Your mission: How does your name reflect your goals?

For example, a sex-positive brand might choose a name that’s empowering and uplifting, like “Liberation Wellness,” while a kink-focused company might lean into playful sophistication, like “Velvet Edge.”

My company, Velvet Lips LLC, is ambiguous enough that it raises curiosity on what lips you are exactly talking about...

Step 4: Stay Meta-Friendly

In today’s digital age, your brand’s name must comply with platform guidelines, particularly on Meta (formerly Facebook and Instagram). This is especially important if you operate in industries often scrutinized under conservative policies, like ours. To ensure your name is Meta-friendly:

• Avoid explicit terms or language that could trigger content moderation.

• Use euphemisms or abstract imagery that suggest your niche without being overt.

• Test your name by running hypothetical ads or creating a draft profile.

• Use the hashtag system to see if it passes the test.

I have an acquaintance whose business was called CUNTY Coaching (which surprisingly wasn't about sexuality, but about women's empowerment). As you can imagine, the bans and content suppression have been devastating for her business.

Step 5: Choose a Timeless Name

Your brand’s name should stand the test of time. Trends come and go, but a well-chosen name can remain relevant for decades. Ask yourself:

• Will this name still feel appropriate in five, ten, or twenty years?

• Does it align with where you see your business heading?

• Is it adaptable if your business evolves?

For instance, “The Pleasure Collective” might work as a name for a company offering sexual wellness workshops now, but it’s also broad enough to encompass books, retreats, or online courses in the future. However, at the same time, we know that "pleasure" is currently a "no-no" word on Meta, so again, pick carefully.

Step 6: Test Before You Commit

Before finalizing your company or brand name, test it:

• Google it: Make sure no one else is using the name, particularly in your industry.

• Domain check: See if the domain is available for your website.

• Feedback: Ask trusted colleagues, friends, or mentors for their thoughts.

• Trademark search: Ensure the name isn’t already trademarked.

Final Thoughts

Choosing the right company and brand name is a powerful first step in creating a sexcessful business. Whether your focus is on discretion, memorability, or Meta compliance, a well-thought-out name can set you up for long-term success. Take your time, be intentional, and remember: your name is the foundation of your business’s identity. Make it count.

Cheers to your professional sexcess! xo