Choosing a Business Name and Branding 101

How to Pick the Right Store Name and Build Your Brand

Your business name is the first thing customers see or hear, and your branding is how your shop is remembered. Whether you want "cute and catchy," clearly descriptive, or professional and upscale, this page helps you shape a strong identity that suits your mission and your market.

Step 1: Brainstorm Name Ideas

• Think about your shop’s specialty, location, or style. Names like “Second Chance Kids,” “Main Street Finds,” or “EcoSavers Consignment” show what you do.
• Include positive words: “Boutique,” “Treasures,” “Market,” “Exchange,” or “Curated” signal quality.
• Avoid hard-to-pronounce, trendy, or confusing names that get dated quickly.
• Make sure your name works online and offline: Is the domain available? Are there social media handles free for your shop?

Step 2: Checks and Registration

• Search your state’s business database and online for similar names. Avoid names that are too close to local competitors or copyrighted brands.
• Secure your business name by registering it when you form your business or file a DBA.
• Reserve your website domain as soon as you decide on a name even if you are still building your site.
• Think about email addresses and signage: Short, clear names are easier for customers and marketing materials.

Step 3: Basics of Shop Branding

• Pick two to three main brand colors for your signs, business cards, and online presence. Consistent colors build trust and recognition.
• Choose a friendly, clear logo. This could be your shop name in a simple font or include a symbol like a hanger, tag, or treasure chest.
• Make your shop’s message and values clear: For example, “Affordable Family Fashion,” “Designer for Less,” or “Quality, Clean, Consigned.”
• Create a tagline: Short phrases like “Refresh, Reuse, Resell” or “Something for Every Budget” support your name and tell shoppers what makes you special.

Branding Examples from Real Shops

• Bright Beginnings Kids Consignment - Family-friendly, clear target market
• The Trend Exchange - Focused on fashion-forward adults
• Home Again Furnishings - Great for a furniture-for-less shop
• Twice Is Nice Boutique - Cute, memorable, and signals a clean shop
• Value Village Consignments - Neighborhood focus, affordable vibe

Branding Mistakes to Avoid

• Choosing a name that is too generic to stand out
• Picking a name that limits you, such as “Kids Only” when you may add adult items later
• Selecting something hard to spell, pronounce, or remember
• Skipping checks for local competitor names or trademarks

FAQ: Business Naming and Branding for Consignment Stores

Checklist: Picking a Consignment Shop Name and Brand

• Does the name make your store’s purpose or personality obvious?
• Is it easy to say, spell, and remember?
• Are website domains and social media handles available?
• Is the name unique locally and legally clear to use?
• Does the style and color scheme fit your vision?
• Is the brand message simple and easy for new shoppers to trust?

Next Steps: Move from Idea to Action

• Get feedback from family, friends, or potential customers
• Order basic signage, business cards, and set up your online presence
• Include your new logo and colors in all printed or digital materials
• Learn more in our Startup Checklist and see which management tools support your new brand