Naming your own consulting firm poses a unique challenge: translating your expertise and problem-solving ability into a name that resonates with clients at first glance. A design consulting business name should convey creativity, while a legal consulting business needs to exude self-confidence and attention to detail, and a PR consultancy should evoke compelling, magnetic storytelling.
That first impression—the one that sets the tone for everything else—starts with your business name. Here’s what you need to know about naming your new consulting business.
What is a consulting business?
A consulting business, or consulting firm, provides expert advice or guidance to companies or individuals. A consulting business can operate as a solo enterprise or consist of a team of industry experts who collaborate on projects or serve multiple clients simultaneously.
Consulting businesses typically specialize in a niche, offering contract-based services to companies looking to tackle a specific problem or improve a particular process within their business. Consultants might also sell their services to individuals or other organizations, including government agencies and nonprofits.
For example, a marketing consulting business might help companies refine their advertising strategies and launch campaigns on new platforms. A branding consultancy can help businesses develop or hone their brand identities by creating brand assets like slogans and color palettes.
What’s the difference between a business name and a brand name?
The phrases “business name” and “brand name” are often used interchangeably, and most small businesses try to use the same business and brand name, but you’re not required to. Here’s how they differ:
Business name
A business name is your company’s legal name, registered with the government and used for internal processes like payroll. It typically includes “LLC,” “Inc.,” or the name(s) of a sole proprietor or partners.
Brand name
A brand name, also known as a “doing business as” (DBA), is your external-facing name. It’s what you use to present your business to the public and on platforms like your company website, social media channels, brand kits, pitch decks, and more.
For example, if your consulting business is a sole proprietorship, you must legally make your business name your legal name. Say you launch a sole proprietorship and your name is Jane Doe; you’d need to make your business name “Jane Doe” as well. If you wanted to market your business as “Jane’s Expert PR,” you’d need to file that name as a DBA (in most states).
How to choose the right consulting business name
- Signal your niche
- Reflect your qualifications
- Make it memorable and marketable
- Think big, or small
- Test your name
- Check availability
If the name of your consulting business hasn’t come to you in a flash of inspiration, don’t panic. Sometimes, the best consulting business name ideas take time to workshop—the thesaurus is your friend.
1. Signal your niche
Consider your business type, then browse words and phrases that reflect your specific consulting industry niche. For example, a copywriting consultancy might go with Verbiage, or a PR consulting firm specializing in crisis response could be called Under the Radar.
Take cues from industry standards in your consulting niche. The name of a social media consulting firm, for example, will likely differ significantly from that of a management consulting firm or financial consulting business. For inspiration, look up competitor consultancies in your area and keep an eye out for common naming patterns.
2. Reflect your qualifications
What’s your strength as a consulting business? Why do clients come to you over others? For example, if you run a marketing consultancy that prizes itself on creativity, brainstorm names that reflect your out-of-the-box thinking.
You can also nod to your brand's story: How you built your expertise or the frame of mind that got you to where you are. For example, Andrew Benin, the founder of the olive oil brand Graza, explains in an episode of Shopify Masters that he named his company for the Spanish town of Grazalema, where he began his olive oil sourcing quest.
Some consultants even name their businesses after themselves—typically using their surname to leverage the credibility and expertise they’ve built throughout their career. Consider large management consulting firm names like McKinsey (named for James O. McKinsey), Deloitte (named for William Welch Deloitte), and Bain & Company (named for Bill Bain).
3. Make it memorable and marketable
The best consulting business and brand names are short, easy to pronounce, and have a symbolic resonance or connection to your promise to potential clients. To stand out in a competitive market, avoid jargon or clichés, like “Innovative Insights” or “Better Business.”
Creative consulting business names with clever wordplay or unique metaphors can make your name more memorable. For example, Nike’s name famously summons the Greek goddess of victory. You might find similar inspiration in ancient mythology, science, or philosophy.
Consider also showcasing your brand personality and work style. If you thrive on fast-paced projects, browse high-energy verbs; if your sense of humor is integral to your process, consider a pun.
4. Think big, or small
The size of your consulting company may also influence your name. The best name for a professional consulting group may not set the right expectations for an individual consultant, and vice versa.
If you’re one of a pair of consulting partners or work with a larger team, consider words that evoke collaboration or combined insights. That could be as simple as “collective,” “group,” “& company,” or simply “&” between you and your partner’s names.
5. Test your name
Once you’ve settled on a name, test it with a focus group that reflects your target audience. This can be an informal process with a few trusted peers or a more structured exercise with specific questions and measured reactions. This ensures your name resonates with your intended audience.
Check your name for alternate meanings, both in English and other languages, to make sure you’re not communicating an unintended message.
6. Check availability
Once you settle on a consulting company name that feels right, check whether it’s available. Here’s how:
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Check entity name availability. This is how your state will recognize your business. Most states require you to choose a unique name, and some require that your name reflect what your business does.
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Check trademark availability. A trademark will protect you from copyright infringement. Check the United States Patent and Trademark Office (USPTO) database to make sure no one has had the same great name idea.
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Check social media availability. Make sure your name is free as a handle on popular platforms, like Instagram and TikTok.
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Check domain availability. Make sure you can use your business name as a URL with a tool like Shopify’s domain search.
Consulting business names FAQ
How do I choose a name for my consulting business?
Choose a consulting business name by conducting competitor research and brainstorming consulting company name ideas that are memorable, signal your niche, and reflect your expertise—and make sure your name isn’t already taken. Here are more tips for finding the right business name.
What’s a good consulting business name?
A good consulting business name reflects your expertise and your company’s niche. It should also be easy to remember and pronounce.
Should I use a name generator for my consulting business?
Name generators can be great for brainstorming. Shopify’s AI-powered business name generator uses descriptors about your unique company vision, product, or personality to surface some potential names.
