Nolo reports to choose a name for a business registered as a sole proprietorship, all that is required is to think up a name and register it. Some jurisdictions may also require a search of names to ensure a given name is not already in use.
To choose a name for a corporation, it is necessary to first search to ensure there are no other corporations already using it and that the name is not trademarked. After these searches are completed, a corporation may file its articles of corporation with the state in which it is to be incorporated and begin doing business using the name. Names may also be trademarked with the U.S. Patent and Trademark Office.