Choosing a company name is one of the first steps in starting your business. You’ll need a name before you can register your company, open a bank account, purchase a domain, or set up your website.
What Makes a ‘Good’ Company Name?
Coming up with a name can feel easy—or incredibly challenging. You might already have a name in mind, or you may be struggling to find one that feels right. What makes a “good” name is subjective, but there are several approaches you can consider.
Here are examples of naming strategies used by other security companies:
Directly Related to Security: Examples include Control Risks, Securitas, and Crisis24.
Specialised by Focus Area: Names like Bernstein Crisis Management highlight specific expertise.
Regional Relevance: APAC Assistance reflects a geographic focus.
Named After Founders: Pinkerton (acquired by Securitas), Hill & Associates (now part of G4S).
Distinctive or Abstract: Examples include Kroll, The Anvil Group (acquired by Everbridge), and Black Peak.
Creative or Unconventional: Think Black Panda or Ice Station Zebra.
While there’s value in a name that directly expresses what your company does (e.g., including ‘Investigations’ if you focus on that area), more abstract names can also work well—especially if they’re memorable and unique.
Should You Use Your Name?
Using your name as part of your company’s name has pros and cons:
Pros: It creates a personal connection and reflects the fact that, as an independent security consultant, you are the company.
Cons: It can make the business feel smaller and less distinct from you as an individual. A name with its own personality may position your company as larger and more established.
Ultimately, the choice depends on your vision for the company, but a distinct name often allows more flexibility as the business evolves.
Keep It Short and Simple
When brainstorming names, keep the following in mind:
Length. Short names are easier to remember, type, and use in a domain or email address.
Practicality. Avoid overly complicated or hard-to-spell names that could lead to confusion.
Domain Availability. Ensure the name is available as a .com domain and check for matching social media handles.
Workshopping Names
Take the time to develop a name you’re confident in. Here’s a practical approach:
Brainstorm Freely. Set aside time in a quiet space with a notebook and pen (or your favorite digital tool). Write down all the ideas that come to mind, without judgment or filtering.
Refine Over Time. Post your list somewhere visible, like a whiteboard or sticky notes on your desk. As you see the names repeatedly, cross out the ones that don’t resonate. Over time, you’ll narrow it down to 3–5 strong contenders.
Check Availability. Research whether your preferred names have available domains and social media handles. If a name is taken, eliminate it from your list.
Trust Your Instincts. While feedback from family and friends can be helpful, trust your gut. This is your company, and you need to believe in the name you choose.
A Name You Can Live With
Choosing a company name is an important step, and it’s worth taking the process seriously. While it’s technically possible to change your company name later, doing so is often costly and disruptive. Select a name you’re confident in, and commit to making it work for your business.
Tip: If you come up with a great company name before you’re ready to start the business, purchase the domain immediately. Domains are inexpensive, and it’s better to secure it now than risk losing it later.
Continue reading...
Purchasing a Domain Name
How to select and buy a domain name for your new company.