Choosing a name for your business is not only a creative brainstorm, it’s a legal, strategic, and branding decision that can impact everything from your paperwork to your customers' first impression.
This step can feel even trickier for foreign entrepreneurs entering the US market. Not only are you looking for something that sounds good, but you also need a name that follows state rules, avoids legal issues, works across cultures, and is available online. Oh, and don’t forget it has to be something your customers remember.
In this guide, we’ll explain the difference between an entity name and a brand name, how to check if your name is legally available, what to avoid, and tips specifically for non-resident founders.
Understanding the types of business names
Before you dive into brainstorming, it’s important to know that in the US, a business can actually have more than one name, and each serves a different purpose. Here are the most common ones to understand:
Legal Entity Name
This is the official name of your business, registered with the state. If you're setting up an LLC, this will be your LLC’s official name. It appears on all legal documents, tax forms, and registration paperwork.
Tip: Most states require your legal name to include a designator like “LLC,” “L.L.C.,” or “Limited Liability Company.” For example, "Swift Solutions LLC" or "RedRock Ventures L.L.C."
When searching for names for your LLC, you’ll need to check with the state business registry to see if the name has already been taken. Most states have an online search tool where you can do this easily.
You can check out Delaware's Name Availability Search or California’s Business Name Search. You can also check the US Securities and Exchange Commission tool as another resource.
Trade Name / DBA (Doing Business As)
This is the name you use publicly if it’s different from your legal entity name. Think of it as your business’s nickname.
For example, your legal name might be “Global Merchants LLC,” but you operate as “GloMart.” That’s a DBA.
You’ll often need to register your DBA separately with the state or local government, depending on where you’re doing business. It’s not mandatory in all cases, but it’s something to consider if you want a simpler or more customer-friendly name.
Brand Name
This is the name your customers know and remember. Sometimes it’s the same as your legal name, sometimes it’s your DBA, or sometimes it’s completely different.
Think of big companies like Alphabet Inc. (legal name), which most people simply know as Google (brand name). The brand name is what you’ll use on your website, social media, packaging, and marketing.
State rules for entity names
When choosing a name for your US business, you can’t just pick something that “sounds good.” Each state has its own rules, and if your name doesn’t meet their standards, your application might get rejected. Here’s what you need to know:
Your Name Must Be Unique in the State
Every state keeps a list of registered business names. If your desired name is already in use even by a different type of business, you’ll need to choose something else.
To check, use the free business name search tool on the Secretary of State’s website. A few examples:
Include a Legal Designator
If you’re forming an LLC, most states require that you include “LLC,” “L.L.C.,” or “Limited Liability Company” in your business name.
You might be wondering, “Do I have to use LLC in my business name?” The answer is yes, at least when you register your business officially. This lets the state (and the public) know that you’re operating as a limited liability company.
However, for branding or marketing purposes, you can often drop the “LLC” as long as your legal documents still use the full name.
Avoid Restricted Words
Some words are off-limits unless you have special approval or licensing. These often include:
- Bank
- Attorney
- Insurance
- University
- Government-related terms like “CIA,” “Treasury,” or “State Department”
Using these without permission may delay or block your application.
Don’t Use Confusingly Similar Names
Even if the name you want isn’t taken, it could still be rejected if it’s too close to an existing name. For instance, “BluTek Innovations LLC” might be considered too similar to “BlueTech Innovation Group LLC.”
States want to avoid consumer confusion, so be sure your business name is clearly unique.
Reserve Your Name (Optional)
Not quite ready to file? Many states let you reserve a business name for a short time, typically 30 to 120 days. It usually costs a small fee, but it gives you peace of mind that no one else can grab it.
What makes a good brand name?
Once you’ve made sure your business name meets all the legal rules, it’s time to think about branding. Your name isn’t just something you file, it’s the first impression you make on your customers.
So, what makes a brand name good?
Short and Easy to Say
You want people to remember and spell your name right when they search online. Stick to names that are simple, clear, and not too long.
- Example: Zoom
- Avoid: UltraSynchronizedDigitalConferencingSolutions
Relevant to What You Do
Your name should give people a clue about what your business offers. This helps customers connect with your brand faster.
- Example: FreshCart (for a grocery delivery service)
Think of words related to your product, service, or values. This makes it easier to brainstorm good names for an LLC or any business type.
Easy to Spell and Type
Complicated spellings may look cool, but can be hard to remember or type into a browser. Aim for something straightforward that works well in a domain name or social handle.
- Example: BrightNest
- Avoid: BrytNezt
Stands Out from Competitors
Check what other businesses in your industry are using. You want to be different, not blend in. Make sure your name feels fresh and unique.
Tip: Do a quick Google and social media search to see if your name idea is already popular. This is also a good idea to see how difficult it would be to rank for SEO, if that is how your customers may look for you
Looks Good in a Logo or Website
Even before you design anything, picture how the name might appear on a website, app, or packaging. Short, punchy names tend to work better in logos.
Flexible for Growth
Try not to box yourself in too early. A name like “Tokyo T-Shirts” might work now, but what if you start selling hats or expand to other countries?
A flexible name gives you room to grow your brand without starting over.
Check availability and avoid conflicts
So you’ve come up with a name you like, great! But before you get too attached, you need to make sure it’s actually available and not already being used by someone else.
Here is how you can check:
Search Your State’s Business Name Database
Each US state has a business entity search tool where you can check if your chosen name is already registered. This is an important first step. If another company in the same state already uses it, you’ll need to tweak your idea.
You can find your state’s business name lookup tool on the US Small Business Administration site.
Check for Trademarks
Even if the name isn’t registered in your state, it might be a trademark. That means someone owns the rights to use it nationwide in a specific industry. You can check this through the US Patent and Trademark Office (USPTO) database.
If it’s trademarked, using the name could land you in legal trouble.
Look for Matching Website Domains
Ideally, you want a domain name (like yourbusiness.com) that matches your brand. Use sites like GoDaddy or Namecheap to search for available domains. If your exact name isn’t available, consider small changes, but try to keep it short and easy to remember.
Check Social Media Handles
Make sure you can use the name on platforms like Instagram, Facebook, and LinkedIn. Even if you’re not ready to post yet, it's smart to secure your handle early.
Google It
Finally, just type the name into Google. See what comes up. You might find someone using it in another country, or maybe there’s a negative association you didn’t know about.
Special tips for foreign business owners
Choosing the right name is all about compliance, clarity, and credibility if you're a foreign business owner planning to register a company in the US. Here are some helpful tips for you:
Use English or Globally Recognizable Words
Even if your home market speaks a different language, your US customers (and partners) will likely speak English. Choose a name that’s easy to spell, pronounce, and understand. Avoid slang or words that may be confusing or offensive in English.
Avoid Names That Sound Too Similar to US Agencies or Big Brands
Foreign founders might not be as familiar with well-known US institutions. Avoid names that sound like you’re connected to government entities (like “Federal” or “IRS”) or are too similar to huge brands (like “Appl,” “Amazn,” or “Googl”). This can raise red flags or cause legal issues.
Be Ready to Show Proof of Ownership
Once you’ve registered your name, make sure your documents (like your Articles of Organization) reflect it properly. If you plan to open a US business bank account, you should be prepared to show official proof that you own the company name.
Final Thoughts
Choosing the right name for your business in the US is a big first step, especially if you're an international owner. From understanding the difference between legal and brand names to following state rules, checking availability, and making your brand stand out, every decision matters.
A strong name helps build trust, avoid legal trouble, and attract the right customers. And if you’re setting up from overseas, a little extra care goes a long way.
Looking for an easier way to start? Adro helps foreign business owners open a US business account without the usual headaches. No US address or local phone number? No problem. With Adro, you get virtual cards, fast setup, and the tools you need to grow from anywhere. Sign up with Adro today so you can get your business up and running.
