Start with what your photography actually is

The best photography business names describe what you shoot or who you shoot for, rather than trying to sound clever or mysterious. A name like "Sarah Chen Photography" or "Midwest Wedding & Portrait Studio" tells a potential client exactly what to expect. A name like "Aperture Dreams" or "The Lens Collective" makes them guess.

Before you brainstorm names, write down the specific work you do. Are you a wedding photographer, a headshot specialist, a real estate photographer, a pet photographer, or something else? Do you work with families, businesses, or both? Are you local or do you travel? This clarity will make naming much easier and will help your name actually work for you instead of against you.

If you shoot multiple types of photography, you can still be specific. "Jennifer Martinez Photography — Weddings & Portraits" is clearer than a made-up word. Clients search for what they need, and your name should match what they search for.

Key Takeaways

  • Your business name should describe what you photograph or who you photograph for, because potential clients search for those words.
  • Using your own name plus your specialty (like "Tom's Real Estate Photography") is simpler to register and easier for clients to remember than invented names.
  • Check that your chosen name is not already registered as a business in your state and that the domain name is available before you commit to it.
  • You will need to register your business name with your state or county, and the process and cost vary depending on whether you use your legal name or a different business name.

Decide whether to use your own name or a business name

Using your legal name as your business name — "David Reeves Photography" — has real advantages. You do not have to file a separate "doing business as" form in most states. You do not have to renew a business name registration. Clients remember it because it is a real person's name. And if you ever sell the business or change what you photograph, you are not locked into a name that no longer fits.

A separate business name — "Focal Point Studios" or "Bright Light Photography" — can feel more professional and can work well if you plan to hire other photographers and want the business to exist independently of you. But it requires you to file paperwork with your state or county, usually costs a filing fee (typically $25 to $150 depending on your location), and requires you to renew it every few years.

Many successful photographers use their name. It is not less professional. It is actually easier for clients to trust and easier for you to manage.

Check availability before you settle on a name

Before you fall in love with a name, check three things: whether it is already registered as a business in your state, whether the domain name is available, and whether the social media handles are available.

To check business registration, go to your state's Secretary of State website and search the business database. Most states have a free search tool. If the name is already taken, you cannot use it. If it is not, you can usually reserve it for a small fee while you decide.

For the domain name, use a registrar like GoDaddy, Namecheap, or Google Domains. Search your chosen name with common extensions: .com, .photography, .photo. If the .com is taken but .photography is available, that works, though .com is easier for clients to remember and type. If your name is common, you may need to add a location or specialty — "sarahchenportrait.com" instead of "sarahchen.com".

Check Instagram, Facebook, and any other platform where you plan to post your work. If someone else has the exact name, you can still use a slightly different handle (like adding your location or a number), but having the exact match across platforms makes you easier to find.

Understand what you need to register and where

If you use your legal name as your business name and work as a sole proprietor, you may not need to register anything beyond getting a business license from your city or county. Requirements vary by location.

If you use a different business name — anything other than your legal name — you will need to file a "Doing Business As" (DBA) form, also called a "Fictitious Business Name" statement, with your county clerk or state Secretary of State. This tells the government and the public that you are operating under a name that is not your legal name. The filing fee is usually $10 to $100, and you typically have to renew it every 5 to 10 years depending on your state.

After you file your DBA or get your business license, you will need an Employer Identification Number (EIN) from the IRS if you plan to hire employees or operate as a partnership or corporation. If you are a sole proprietor with no employees, you can use your Social Security number on tax forms, though many photographers get an EIN anyway for privacy and to keep business finances separate.

Your city or county business license is separate from your DBA. You typically explore for it at your city or county clerk's office or online through their website. The cost ranges from $50 to $500 depending on where you live.

Avoid names that limit you later

Do not name your business after a specific location unless you are certain you will always work there. "Boston Wedding Photography" made sense when you lived in Boston, but if you move or start traveling for shoots, the name becomes a liability. "Sarah Chen Photography" works anywhere.

Avoid trendy words that will feel dated in five years. "Snap" and "Click" were everywhere in the 2010s. They still work, but they feel less fresh now. A name based on what you actually do — weddings, portraits, events — stays relevant.

Do not use words that are hard to spell or pronounce. "Luminescence Photography" is fine. "Lumynessence Photography" is not. Clients will misspell it when they search for you, and you will spend time correcting people.

Avoid names that could be confused with a much larger company. "Canon Photography" or "Nikon Studio" will cause confusion and may create legal problems. Stick to names that are clearly yours.

Register your business name and get your licenses

Once you have chosen a name and confirmed it is available, the next step depends on whether you are using your legal name or a different business name.

If you are using your legal name: Go to your city or county clerk's office (or their website) and explore for a business license. You will provide your name, address, and the type of business. The fee and processing time vary by location. Some places issue licenses the same day; others take a week or two. You do not need to file a DBA.

If you are using a different business name: First, file a DBA with your county clerk or state Secretary of State (depending on your state). You will provide your legal name, the business name you want to use, and your address. After the DBA is filed, explore for your business license using the business name. Some states combine these into one form; others require separate filings.

Keep copies of your DBA filing and business license. You will need them to open a business bank account, explore for business insurance, and file taxes.

Set up your online presence to match your name

Once your business name is registered, buy your domain name and set up your website and social media accounts. Use the same name across all platforms so clients can find you consistently. If your exact name is not available on every platform, use a version that is as close as possible and include your location or specialty in your bio.

Your website does not have to be complicated. Many photographers use straightforward portfolio sites built with Squarespace, Wix, or Wordpress. The goal is to show your work and make it straightforward for clients to contact you. Your name should be clear on every page.

Set up a business email address using your domain name — something like "hello@sarahchenphoto.com" instead of a Gmail account. It looks more professional and keeps your business email separate from your personal email.

Frequently Asked Questions

Can I change my business name later if I do not like it?

Yes. If you filed a DBA, you can file a new one with a different name. If you use your legal name, you can straightforward start using a new name and file a new DBA if you want to. There is no penalty for changing your mind, though you may lose some of the recognition you built under the old name, so choose carefully the first time.

Do I need to trademark my photography business name?

Trademark is not required to operate. A DBA filing protects your name at the state or county level, which is usually enough for a local photography business. Trademark protects your name nationally and internationally, which most photographers do not need unless they plan to expand significantly or sell products under their name. A trademark process costs $250 to $400 and takes several months.

What if someone else is already using the name I want in a different state?

If they are registered in a different state, you can usually register the same name in your state. However, if they have a federal trademark, you cannot use that name anywhere. Search the U.S. Patent and Trademark Office database before you commit to a name if you think it might be trademarked.

Should I use my location in my business name?

Only if you are certain you will always work in that location or if you want to emphasize that you are local. "Portland Wedding Photography" works if you never plan to travel. "Sarah Chen Photography" works everywhere and lets you add your location on your website and social media instead.

How much does it cost to register a photography business name?

A business license costs $50 to $500 depending on your city or county. A DBA filing costs $10 to $100. A domain name costs $10 to $15 per year. An EIN from the IRS is free. Total startup cost for naming and registering is usually under $200, though it varies by location.