How to Choose an Instagram Username for a Brand

Your Instagram username is your brand’s digital front door, it's the first thing potential followers see and the very foundation of your online identity. Choosing the right one is a critical first step, but it often becomes a frustrating game of finding a handle that isn't already taken. This guide will walk you through everything you need to know, from brainstorming foundational ideas to clever workarounds when your top choice is unavailable.

Why Your Instagram Username Really Matters

It’s tempting to brush off your username - also known as a handle - as a minor detail, but it directly impacts how easily people can find and remember your brand. A great username is more than just a login, it’s a powerful branding tool that works for you 24/7.

Here’s what your handle accomplishes:

• First Impression: It’s often the first point of contact a new user has with your business on the platform. A professional, clear username inspires confidence, while a messy or unprofessional one can do the opposite.
• Discoverability: It's a primary search factor on Instagram. Users search for brands by name, and if your username matches or is very close to your actual brand name, you’ll be much easier to find. A confusing or unrelated name means handing potential traffic to competitors.
• Brand Recall: A simple, memorable handle sticks in people's minds. When they hear about your brand from a friend or see an ad, they should be able to punch it into Instagram search and find you instantly.
• Cross-Platform Consistency: Ideally, your username is the same across Instagram, TikTok, Threads, X, and every other platform you're on. This consistency creates a unified brand presence that makes you instantly recognizable, no matter where your audience discovers you.

The Four Pillars of a Perfect Brand Username

Before diving into naming ideas, it’s helpful to understand the guiding principles of a strong handle. The best Instagram usernames share these four characteristics. Strive to hit as many of these as you can.

1. Simple &, Memorable

The best usernames are short, sweet, and easy to recall. Think of major brands: @nike, @apple, @starbucks. They are straightforward and unforgettable. Don't use long strings of words, abbreviations that only internal teams would understand, or complicated spellings that trip people up. If you have to spell it out every time you say it, it’s probably too complex.

Ask yourself: If someone heard the username once in passing, could they remember it and type it correctly later?

2. Easy to Spell &, Pronounce

Avoid purposefully misspelling words or using numbers in place of letters (like "sk8er" instead of "skater") unless it's a core, well-known part of your brand identity. These tricks make your username harder to say out loud and much harder for people to find through search. Word-of-mouth marketing is powerful on social media, so make it easy for your advocates to spread the word.

3. Consistent with Your Branding

Your Instagram username should, first and foremost, be your brand name. If your company is "Fig &, Bloom," your primary goal is to secure @figandbloom. This ties your digital presence directly to your real-world identity. It reinforces your brand every time it's tagged and makes you instantly legitimate to new followers.

4. Consistent Across Platforms

Your ideal scenario is having the same handle everywhere. @yourbrand on Instagram, TikTok, X, and YouTube creates a seamless customer experience. It removes any guesswork and tells customers, "Yes, this is definitely us." Before you settle on an Instagram username, do a quick search on all other platforms you plan to use to see if it’s available there, too.

A Step-by-Step Guide to Choosing Your Username (And What to Do When It’s Taken)

Now for the practical part. Follow these steps to brainstorm, vet, and finalize a username that will serve your brand for years to come.

Step 1: Brainstorm from Your Brand’s Core

Your first and best option is always your exact brand name. Start there.

• Your Full Brand Name: If your company is “Sunrise Coffee Roasters,” your target is @sunrisecoffeeroasters.
• Check for Simpler Versions: If your name is long, could it be simplified while still being recognizable? Perhaps @sunrisecoffee.

Don't move on to variations yet. The goal of this step is to define your "perfect" username. It's almost always simply your brand name.

Step 2: Check Availability Everywhere

This is where things can get tricky. Open Instagram, TikTok, X, Threads, and any other platform in your marketing plan. Search for your ideal username. Is it taken on any of them? If your desired handle is available everywhere, consider yourself extremely lucky. Register it immediately on all platforms, even those you don’t plan to use right away. This protects your brand and saves you headaches later.

In most cases, however, you'll find that your first choice is already claimed on at least one platform.

Step 3: Creative Strategies for When Your Username is Taken

Finding your perfect username is taken feels like a roadblock, but it's just a detour. There are dozens of professional, creative ways to modify your handle without sacrificing your brand identity. Here are the most effective strategies, ranked from strongest to weakest.

Add a Differentiating Keyword

This is often the best approach. Add a short word that clarifies what your business does or who you are.

• "App": Perfect for software or mobile applications. Example: @evernoteapp
• "HQ": Short for headquarters, it gives a sense of being the official, central hub of the brand. Example: @mirohq
• "Inc" or "Co": If your business has "Inc." or "Company" in its legal name. Example: @drinkolipopco
• "Store" or "Shop": Excellent for ecommerce and retail brands. Example: @museumofmodernartstore

Use an Action-Oriented Prefix

Starting your username with a verb can be memorable and create a strong call to action.

• Get: Example: @getaway (wellness cabins), @getquip (electric toothbrushes)
• Join: Example: @joinhoney (shopping extension)
• Try: Example: @trysnow (teeth whitening)

Use an Official-Sounding Prefix

This approach helps solidify your account as the legitimate brand page.

• "The": Simple, classic, and effective. It's a small change that often secures an available handle. Example: @thesill (plant shop), @theouai (haircare)
• "WeAre": Creates a communal, team-oriented feel. Example: @wearehims
• "Iam": Works well for personal brands or single-founder companies. Example: @iamspecialized (cycling brand)

Incorporate Your Location

If your business is geographically specific, adding your city, state, or country code can be a smart move. This tactic also helps you attract a local audience.

• NYC: @milkbarstore ->, @milkbarstore_la
• UK: @brandname ->, @brandnameuk

This only works if your brand is tied to that location. A fully online, global brand should avoid this, as it may limit your perceived reach.

Use ".com" or Other Domain Extensions

If your website is integral to your brand, incorporating an abbreviated domain can work well.

• '.com': Example: @mondaydotcom
• '.co': Example: @notion.co
• '.io' or '.ai': Popular with tech and AI startups.

Use an Underscore (The Last Resort)

Underscores are an option, but use them with caution. Their main drawback is that they’re hard to communicate verbally ("That’s Sunrise underscore Coffee"). They can also sometimes look a bit dated or less professional if not used well. If you must use one, stick to a single underscore between words (e.g., @sunrise_coffee). Avoid multiple underscores (@sunrise_coffee_roasters) or tacking one on at the end (@sunrisecoffee_).

Common Username Pitfalls to Avoid

While looking for the right username, be careful not to fall into these common traps.

• Making it too long: Instagram allows up to 30 characters, but you should aim for much less. A long username gets cut off in some views, is hard to type, and is difficult to remember.
• Using strings of numbers: A username like @bestbags2024 or @brandname88 can come across as spammy or low-quality. The only exception is if a number is part of your actual brand name (e.g., @forever21).
• Misleading your audience: Don't use words like "official" unless your brand is so big that you need to differentiate from fan accounts. For most brands, it just adds unnecessary characters.
• Ignoring unintended meanings: Read your chosen username out loud and type it out without capitalization. Look for any unintended words that might form. The history of the internet is littered with poor domain and username choices that could have been avoided with a simple check.

Final Thoughts

Your Instagram username is far more than an arbitrary handle, it’s your brand’s signpost in a crowded digital world. By choosing a name that is simple, memorable, and consistent with your brand identity across all platforms, you set a strong foundation for future growth and make it easy for your target audience to find you.

Building a brand is about consistency - in your name, your voice, and your content. We know how chaotic it can be to manage a multi-platform content strategy while trying to keep sight of the bigger picture. We built Postbase to streamline that entire process, helping you plan, schedule, and analyze your content from one clean, visual calendar, so you can spend less time juggling tabs and more time creating great content.