How to choose a business name

Overview

Your business name will be on every parcel, every listing, and every review. Get it right up front — changing it later is painful.

Good name qualities

• Memorable. Easy to say, easy to spell.
• Distinctive. Nothing generic. Nothing too close to an existing brand.
• Short is better than long. Two or three words max.
• Says something (or nothing). Either it hints at what you do, or it's an ownable made-up word.
• Available. As a Javern store name, on social media, and as a domain name.

Steps to pick one

1. Brainstorm 20+ options. Don't filter yet — write down anything.
2. Say each out loud. Anything you stumble on, drop.
3. Check availability:
   • Search on Javern to see if a Vendor already uses it.
   • Check Instagram, TikTok, and Twitter for the handle.
   • Check if yourname.com is available.
   • Search Nigeria's CAC portal to see if it's registered.
4. Test with 5 people — friends and target customers. What do they think it means?
5. Sit on the top 2–3 for a few days. The right one usually sticks.

Types of names

• Descriptive — tells buyers what you sell ("Lagos Denim Co.").
• Founder-based — your name or initials.
• Invented — a made-up word that becomes yours over time.
• Metaphorical — an image or idea related to your brand ("Amber & Iron").

Descriptive names are easy to remember but hard to trademark. Invented names are ownable but need more marketing to establish.

What to avoid

• Names too close to existing brands — legal trouble.
• Numbers and symbols ("Fashion123") — hard to remember.
• Extremely long names — nobody says them out loud.
• Trend words that will date ("Metaverse Fashion Ng").
• Names dependent on hyphens or unusual spellings to be available — you'll spend forever spelling them out.

Once you pick

• Reserve it on CAC and register.
• Grab the social handles immediately, even if you're not posting yet.
• Buy the domain.
• Set it as your Javern store name — see How do I choose a store name?.

Related

• How to register a fashion business
• How do I choose a store name?
• Fashion branding tips

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