The Art of Naming Your Business: Tips for Women and LGBTQ+ Entrepreneurs
- RBF Admin
- Dec 30, 2025
- 3 min read
Coming up with the perfect business name? It’s part strategy, part self-expression…and a whole lot of pressure. Naming your business can be deeply personal, and finding the right name goes beyond being catchy or SEO-friendly; it means choosing one that reflects your values, your story, your identity, and your dream.
We’ve seen countless founders delay launching or second-guess their entire brand just because they’re stuck on this step. So we’re here to break it down, guide you through the process, and help you find a name that feels as powerful. Check out our tips for entrepreneurs naming their business below!
Why the Name Matters
Your business name is the first impression you make. It’s your storefront, your domain, your email signature, your introduction at every networking event.
A great name can:
Spark curiosity
Communicate your mission
Attract your ideal client
Establish trust and credibility
Be remembered (and referred!)
But it can also feel incredibly vulnerable, especially if your brand is rooted in your lived experience or identity. Maybe you’re reclaiming your voice after corporate burnout. Maybe you’re a trans entrepreneur creating safer spaces. Or maybe you’re building something from scratch with your values front and center. Whatever your “why,” the name needs to match that energy.
6 Business Naming Tips for Entrepreneurs Rooted in Strategy and Soul
1. Start With Your Story Think about what inspired you to start your business in the first place. Was it a moment, a need, a movement? Write down key words, memories, and phrases that feel tied to your origin story. Often, the seed of your name is right there.
2. Consider the Feel, Not Just the Function Ask yourself: how do you want people to feel when they hear your name? Empowered? Comforted? Curious? Choose language that evokes that emotion.
3. Think Long-Term Trendy names might feel fun now, but will they still work in five years? If you plan to grow or expand, choose something that won’t box you in. Avoid names too tied to one location, niche, or demographic unless that specificity is intentional.
4. Check the Tech Stuff Early Search the domain name. Check Instagram handles. Do a quick Google to make sure nothing NSFW comes up (yes, it happens). Even if you're not building a website immediately, securing your domain now will save you headaches later.
5. Avoid Overcomplicating It Hard-to-pronounce, oddly spelled, or super long names can confuse clients and slow down word-of-mouth referrals. Clarity > cleverness.
6. Run It By a Trusted Crew Get feedback from people who know your audience, especially folks from your community. If you're a queer founder targeting queer folks, ask: “Does this name feel inclusive? Powerful? Flat?” Your community can help you avoid missteps and boost your confidence.
Names That Reflect You
If you're a woman or LGBTQ+ entrepreneur, don’t be afraid to let your identity shape your brand name. Maybe you want to honor a chosen name, cultural heritage, or an activist phrase that shaped you. Maybe your name is soft, defiant, poetic, political…or all of the above.
There’s no one “right” way to name your business, only the way that feels true to you.
Need some inspiration? These are common themes we see in successful brand names:
Nature and cycles (e.g., Rooted, Bloom, Eclipse, Kin)
Reclamation or transformation (e.g., Shift, Reclaim, Bold Femme)
Personal empowerment (e.g., She Builds, Queer Power Co.)
Nods to community or identity (e.g., House of [Name], The Collective, They & Co.)
Final Thoughts
Choosing your business name is a statement of identity as much as it is a branding choice. For historically excluded founders, it’s also an act of reclaiming space. You get to decide how the world will see and remember your business, so make it count. When you name your business with intention, you’re not just naming a company. You’re naming your vision, your values, and your future.
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