HOW TO CHOOSE YOUR BUSINESS NAME
Are you ready to choose your business name or rebrand your current business name? When I created Opal Hour LLC, DBA Opal Hour Photo, I was rebranding my previous photography business "Brianna Danielle Photo". (Instagram Handle @briannadanielle.photo)
I wanted a name that would meet the following criteria:
- A shorter business name with less letters
- An Instagram handle without symbols
- A business name that could be streamlined across all of my URLs, handles, and social media platforms
- A business name that was comprised of real words, with correct spelling
CHOOSE A BUSINESS NAME THAT IS UNIQUE
Not only will this set your business apart, but it's imperative for registering your business name with your local city and state registrars. It will also make the registration process easier, should you decide to file a trademark, for your business name.
When I chose the business name "Opal Hour" I knew that it was similar to "Opalhouse", a homeware brand you've likely seen at Target. I didn't have an issue with the similarity, because I offer photography and custom art, which didn't seem like a conflict of interest with Opalhouse's offerings. (I have zero plans of selling bulk homeware items.)
However, I was unaware of the forty-five trademark classes, and what goods or services fall into each class. Ironically, some of my art and photography prints do fall into similar categories as Opalhouse's products. Thankfully, I have a trademark attorney to help me navigate the process. I highly recommend hiring your own trademark attorney, if this is a step you plan to take for your business.



IS YOUR BUSINESS NAME AVAILABLE?
Is your business name available across all major platforms?
- Website URL
- YouTube
- Podcasts
- Any other relevant social media platforms or applicable broadcast channels?
Maybe you're feeling so overwhelmed with choosing a business name, that this doesn't feel super relevant right now, but future you will be SO thankful, that you took care of these things from the very beginning.
HOW WILL YOUR BUSINESS NAME IMPACT YOUR BRAND?
How does your business name inspire or match the aesthetic of your branding? Whether you already have a brand kit, or you'll be building a brand kit alongside your business name, these elements go hand-in-hand.
Having a thoughtful guide to help you imagine what all of this could look like together is HUGE. Paper Panther Studio was able to help me create a brand identity around the name "Opal Hour". I wanted a brand identity that would be fitting for all of my creative endeavors, from boudoir to branding photography, and pet portraits to podcasts. I wanted a logo and brand kit that felt cute, professional, fun, and unique. I didn't want a logo that could be replicated by the same font, so I opted for a hand-lettered logo instead.
I enjoyed the creative process of naming my business, but if you're looking for some guidance and support in this process, Paper Panther Studio offers everything from a brand identity roadmap session, to strategy and brand development, to web design and brand implementation. Her process is incredibly detailed and personal, to allow your talents and passion to shine through!

CHOOSE A BUSINESS NAME THAT IS SIMPLE
Considering factors like:
- Spelling
- Punctuation
- Pronunciation
- Familiarity / Easy to recognize words
- Numbers of characters
- Your business name will be used across ALL of your points of contact.
- Including: Website links, email addresses, social media handles, brand features, and more.
If having a simple name isn't on brand for you, that's fine, too! These are just some suggestions to help you decide what is important, as you name your business.
IS YOUR BUSINESS NAME RELEVANT TO YOUR INDUSTRY?
What will people think of when they see your business name? Is it clear what type of services or goods you offer? Admittedly, my business name confuses people who are unfamiliar with my services. I've had people ask if I'm a jewelry business, which makes a lot of sense, given that opals have nothing to do with photography or art. I don't mind the confusion though, because it becomes clear what services I do offer, once someone views my products or visits my website.
HOW WILL YOUR CLIENTS FIND YOUR BUSINESS?
If you have a brick and mortar business that depends on foot traffic and walk-ins, a more easily recognizable name could directly impact your success. If you're a business like mine, that benefits largely from referrals, you might feel at liberty to take a more creative approach to your business name.
JOURNALING / CREATIVE WRITING
I spent months journaling a stream of consciousness, around what I had hoped would evolve into an idea for my business name, Opal Hour Photo. I found myself writing about my own healing journey through photography. Taking notes of my love of the desert, my destination for fun, freedom, joy, and playfulness, and my admiration for opals and their vast beauty.
BUSINESS NAME BRAINSTORMING PARTY
This can be such a fun, collaborative way to get the creative juices flowing! It can be so helpful to collect ideas from multiple creatives who inspire you and who will offer their honest feedback. I was honored to be invited to join Neon Noir for their business name brainstorming; I even ended up suggesting the name they chose! I love the challenge of creating a business name that feels special to you; I'd be happy to workshop ideas with you.
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HIRE A BRAND IDENTITY CONSULTANT
If you're looking for an excellent guide to walk you through your brand identity process from start to finish, Paper Panther Studio's comprehensive services provide you with the confidence to launch or re-launch your new business name with pride.
How do you know when you've found the right business name?
Trust your intuition and find something that inspires you. Follow that beautiful spark of excitement that you start to feel, when there's fear around losing the name you've created.
I love opals. They're my favorite stone. I love collecting opal jewelry, and they've become even more special, as they're my husband's, and my late dog Olive's birth stone. Opals are a soft stone; they symbolize hope, confidence, and creativity. So, it only became fitting to give my business a matching name and birthstone!
When in doubt, ask the people who you love and trust what makes them think of you? Don't be afraid to reach out and ask for help. Find what speaks to your soul and feels authentic to YOU!
