What is the Best Length for a Business Name?

The length of your business name has a big impact on how easy your name is to understand, pronounce, and remember. While you might think of length as just the number of letters in a business name, there is actually a lot more to it.

Here are some guidelines when it comes to name length:

The Number of Words

The more words you use in your business name, the harder it is going to be for your audience to understand, retain, and tell other people about.. Plus, you are going to use this name on all of your marketing materials, and having a name with too many words won’t look great. That’s why most great business names are comprised of one or two words maximum.


If you want to go for three words, make sure one of those words is a short transition word, and that the transition word really adds to the catchiness of the name.

Toys R Us

The Number of Syllables

The amount of syllables your business name has will affect how easy it is for people to pronounce your name and remember it when they hear it spoken. Just as with the number of words, less is more.

One word names – 4 syllables max.
Two word names – 4 syllables max for both words.
More than two words – 1 syllable per word

In addition, the actual spelled length and the perceived spoken length should be a good match. Short business names with many syllables (Ikea), or long but with few syllables (BrightSquirrel) can be hard to recall, or hard to spell.

The Number of Characters

The more characters your business name has, the harder it will be to read and retain. Plus, names with a ton of characters are a chore to type in, which makes them less likely to be typed in at all. That’s why you should limit the amount of characters you use in your name.

So how many characters is too many? It depends on the type of name you are using:

For an invented name, as you are essentially teaching your audience a new word. Aim for a maximum 7 characters.

Brandio (short, easy to retain)
Brandiazana (long, hard to comprehend and remember).

If your name is a keyword name, you can have a longer name, as people are familiar with the words and therefore can type them faster, but keep it to 15 characters max.

newbusiness.com – Okay
startingbusinesses.com – Too Long

Visual Symmetry

When someone is reading your brand name, they are also looking at it. It’s not just your logo that has to be visually appealing, your actual name does too. Having two words with visual symmetry makes it easier to read quickly and to retain.


Keep in mind that these are general guidelines, and there are of course exceptions to every rule. But in general, you want to adhere as closely as possible to these limits.

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