What are the do's & don'ts of selecting a business name?

Bassman2003 said:

In my view, the name holds a place of importance

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That is why it is worth grabbing both the company name and the domain. It usually costs peanuts to hold.

Bassman2003 said:

but in the end, if you do exceptional work, you will be hired.

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This is also true. However most of us, in reality, are good, or even very good, but not the exceptional 1%. The other thing is they need to remember who you are and where you can be found. No one is going to spend time and energy looking for you when they can find a lot of other [almost] as good people whilst looking for you if you are not easy to find.

Totally agree, the matching domain has been a must for the last 20 years.

Imamacuser said:

Are there recommended best practices or do's & don'ts of selecting a business name?

I remember reading something years back about how words like media & productions carry specific connotations, so it's important to pick a descriptor that aligns with the service that you offer.

I see a lot of people using their surname, but I think my Nordic surname would be a poor choice, as nobody can figure out how to pronounce or spell it. I'm also averse to using my name because, I perceive people who name their business after themselves as unoriginal narcissists; perhaps that's unfair, but it's my gut reaction. It also implies one-man-band, which isn't conducive to growth.

This question is precipitated by my day job corporate AV support contract ending in August, and I may pursue video production in earnest as a full-time business.

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A practical filter I like: can a client hear it once, spell it, find it, and say it without feeling awkward? If your surname fails that test, I’d avoid it, unless you’re already known by it locally. Personal names can work, but you’re right that they can signal “freelancer” more than “company,” depending on the market.

I’d also be careful with words like “media,” “films,” “productions,” “creative,” etc. They’re not wrong, but they set expectations. “Films” may sound more wedding/narrative/commercial, “production” is broad, “AV” sounds corporate/technical, and “studio” can imply a team or facility. Before falling in love with anything, check domain availability, social handles, local business registration, and obvious trademark conflicts. And say it out loud in a sentence: “Hi, this is ___ calling about your project.” If it feels natural, that’s a good sign.

Make sure that people can spell it. Mine is quite simple but I have to spell it out letter by letter when people ask for the email, which is the name. After 30 years it really annoys me now.

paulears said:

Make sure that people can spell it. Mine is quite simple but I have to spell it out letter by letter when people ask for the email, which is the name. After 30 years it really annoys me now.

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I agree, being very cool several decades ago my company name started with a "ph" and phonetically was an "F" had to spell it by letter every time.
Also, the domain name (for various reasons) was a shortened concatenation of the legal name. That didn't help either.

It is worth thinking about the company name and domain and run the what-if's for a day before committing. Also ask other people to get their reaction, not everyone will see/hear it the same way you do. Especially if you are going international.

It is the same process with the company logo.
The UK had a good one for the 2012 Olympics that after launch most people said it looked like Lisa Simpson giving Bart a blowjob....
IT was supposed to be
20
12

Once seen you can't unsee it. So do take care at the start with names and logos.