How to Choose a Consulting Business Name That Actually Works

(This article would have done us good when we started our Consulting Business! We hope it helps you, too.)

Choosing a name for your consulting business is one of the first and most important decisions you’ll make. It’s more than just a label—your name sets the tone for your brand, attracts (or repels) your ideal client, and helps position your services in a crowded marketplace. But here’s the good news: you don’t need to overthink it or wait for a lightning bolt of inspiration. A good name is within reach with a little structure, clarity, and strategy.

1. Start With Your Focus, Not Your Feelings

Your consulting business name should reflect what you do, who you serve, or how you help. Emotional resonance matters, but clarity comes first. Ask yourself:

• What kind of consulting do I offer? (Strategy, operations, HR, nonprofit, branding, etc.)

• Who is my ideal client? (Small business owners, churches, startups, executives, nonprofits?)

• What transformation or result do I help them achieve?

If you’re stuck, try writing a short positioning sentence first: “I help [type of client] solve [type of problem] through [your method or focus].” Then mine that sentence for keywords.

2. Decide: Personal Brand or Standalone Brand?

Personal brand (e.g., “Tara Shepherd Consulting”) is great for: - Coaches, solopreneurs, or thought leaders - Building off your existing reputation or network - Flexible offers or evolving services

Standalone brand (e.g., “Bowdel Strategies” or “Civic Root”) is great for: - Agencies or firms with team members - Scaling into products, courses, or multiple services - Building something that might be sold or passed on someday

There’s no wrong choice—but being intentional helps you future-proof your brand.

3. Keep It Simple, Searchable, and Clear

Your name should be: - Easy to spell and say (no fancy Latin unless you’re branding to academics) - Available as a domain name and on major platforms - Not too narrow (“Tech Launch Consulting” might limit you later) - Not too vague (“Elevate Solutions” could mean anything)

Use tools like: - Namecheckr.com to check social and domain availability - Google Domains or GoDaddy to search .coms

4. Use Words That Match Your Client’s Mindset

Avoid industry jargon unless your audience uses it. Choose words your ideal client would type into Google or say out loud.

Examples: - If you’re helping churches with strategy: “Faithwise Consulting”, “Ministry Blueprint” - If you’re helping small businesses grow: “Main Street Strategy”, “ClearPath Consulting” - If you’re helping executives: “Civic Root”, “Vanguard Partners”

The right name makes your clients feel, “Oh, this is for me.”

5. Bonus Filters to Stress-Test Your Name

Before you commit, run your name through a few quick filters:

• Say it out loud. Does it sound good in conversation?

• Write it in an email. Would you feel confident sending it to a stranger?

• Imagine it on a T-shirt. Does it still feel like you?

• Ask a friend (or three). Do they say, “Oh cool,” or do they squint?

Final Thoughts: Don’t Let the Name Stall Your Start

Yes, your name matters. But your work matters more. Pick something solid, then get to the business of actually helping people. Your name can evolve, but your impact starts now.

Whether you go with your last name, a metaphor, or a mission-forward phrase, choose something that gives you the confidence to show up, speak clearly, and move forward.

Still stuck? Make a list of 10 names you wouldn’t be embarrassed to say out loud. Sleep on it. Then circle the one that feels most “you” 3 days later. It works more often than you’d think.