When i went though the process of naming my business, it was really hard. I tried to be clever and such, but it really came own to ease and what people would remember. Also I did not want to hate it in 15 years. So Jacobson’s Saddlerly it is.
I asked you good folks here on the COTH Eventing forum! 
Higher Standards Farm was already the farm name, and for the saddle soap business we tossed around a number of options, because Higher Standards Leather Care is really long, but the consensus was to go with it and we did 
That was five years ago and I still feel good about it!
Libby
Just don’t make it a take on your spouse’s last name, which is what my trainer did. That didn’t work out so well…
My husband has a Welding/fabricating Business. He didn’t want to use his last name and wanted it to sound bigger than he was (at the time), as 6 years ago it was just a part time thing. Now he’s full time on his own
Industrial Welding Co LLC
i wish it were shorter! The email address is a pain, but it sounds professional and in conversation we call it “industrial Welding” or “IWC”.
I have had 5 small companies during the last 3 years. It was in construction, insurance, and fast food. If you know their names you think I’m an idiot) Big Bang, Tasty dog… And then I have started my business in IT. At this stage, I decided to contact the company that not only helps with the programme but also generates the name. It was Clockwise Software. You won’t believe, but it affected the number of customers
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It’s not a horse business, but my 2 daughters own a flagging company called Cross Country Traffic Control
When you have narrowed it down to one or two names, be sure to do some google searches on them to see what else pops up (since that’s what your clients will have to wade through). As a small business, you’re not going to have enough traffic to put your site at the top of the google algorithm, and if your biz name starts with a relatively common word, like “Custom”, or a place name, you may get buried pretty deep in the search results. So try to make the first word of your business name fairly unique.
