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Written by
Scott Bair
In 2024, naming your company can be suuuper tough. Good luck.
But keep in mind your company name is often the first impression you make on potential customers, investors, and partners. A great name can set you apart from the competition, convey your brand's essence, and stick in people's minds. But how do you create that perfect name?
This comprehensive guide will walk you through the process of creating a stellar name for your startup, backed by expert advice, practical exercises, and real-world examples. Whether you're launching a tech company, a sustainable fashion brand, or a innovative food delivery service, these steps will help you craft a name that captures the spirit of your business and resonates with your target audience.
The journey to finding the perfect name begins with understanding the core of your business. Alexandra Watkins, founder of naming firm Eat My Words, suggests:
"Start by creating a word bank. Write down every word that comes to mind when you think about your brand, your customers, and the benefits of your product or service."
This initial brainstorming session is crucial for laying the foundation of your naming process. It helps you identify key themes, values, and concepts associated with your business.
Exercise: Set a timer for 5 minutes and write down every word that comes to mind related to your business. Don't censor yourself – just let the ideas flow. Include words related to:
- Your product or service
- Your company values
- Your target audience
- The problem you're solving
- The benefits you provide
Real-world example: When Phil Knight started Nike, he brainstormed around concepts of victory, movement, and Greek mythology. This led to the name "Nike," after the Greek goddess of victory, perfectly encapsulating the brand's spirit of athletic achievement.
Once you have your word bank, it's time to get creative. Marty Neumeier, author of "The Brand Gap," advises:
"The best names have 'hooks' that snag the mind. They're unexpected, sometimes even shocking."
This is where you can let your imagination run wild. Don't be afraid to think outside the box and come up with unconventional combinations or entirely new words.
Exercise: Take two words from your brainstorming list and try combining them in unexpected ways. Also, try these creative techniques:
- Use puns or wordplay
- Combine two relevant words
- Invent a new word
- Use alliteration or rhyme
- Create a portmanteau (blending two words)
Real-world example: Airbnb combined "air mattress" and "bed and breakfast" to create their unique name. This clever combination tells the story of the company's humble beginnings and its core service.
While creativity is important, simplicity is key. Margaret Wolfson, founder of River + Wolf, emphasizes:
"The best names are usually short, easy to say, hear, spell and remember."
A simple name reduces the cognitive load for your audience, making it easier for them to recall and recommend your brand.
Exercise: Try to create 5-10 name ideas using no more than two syllables each. Then, ask someone to listen to you say these names and write them down. If they struggle with spelling, the name might be too complex.
Real-world example: Apple, Google, Amazon – all simple, short, and memorable. These names have become so ingrained in our culture that we rarely stop to think about their simplicity.
A memorable name is worth its weight in gold. David Placek, founder of Lexicon Branding, notes:
"A great name should create a vivid picture in the mind of your customer."
The most memorable names often have strong visual associations or tell a story.
Exercise: For each of your potential names, write down the first image that comes to mind. The strongest visual associations often make for the most memorable names. Also, consider if there's a story behind the name that you can share.
Real-world example: Twitter's name evokes the image of birds chirping, which perfectly aligns with the idea of short, frequent updates. The visual of birds tweeting creates an instant connection with the service's core function.
Your company name should resonate with the people you're trying to reach. Naseem Javed, author of "Naming for Power," suggests:
"The name should create a bond with the audience, inviting them to be part of the brand's story."
Understanding your target audience's preferences, cultural background, and linguistic tendencies can help you create a name that truly speaks to them.
Exercise: Create a persona for your ideal customer. What words would resonate with them? What cultural references would they appreciate? What kind of language do they use in their daily lives?
Real-world example: Casper, the mattress company, chose a friendly, approachable name that evokes the friendly ghost, appealing to millennials with nostalgia and a sense of comfort. This name creates a positive association with sleep and relaxation, perfectly aligned with their product.
In today's digital age, your company name needs to exist beyond just the physical world. Steve King, a small business expert, advises:
"Before you fall in love with a name, make sure it's available as a domain and on social media platforms."
A great name loses its value if you can't secure the corresponding online real estate.
Exercise: Use a domain name checker and social media handle search tool to verify availability for your top 5 name choices. Don't forget to check for variations and common misspellings as well.
Real-world example: When Dropbox was founded, they initially wanted to use the name "getdropbox.com" because "dropbox.com" was taken. They later acquired the simpler domain, but this shows the importance of considering domain availability early in the process.
Once you have a shortlist of potential names, it's crucial to test them out. Eli Altman, author of "Don't Call It That," recommends:
"Say it out loud. Write it down. Ask others to spell it. If people struggle with any of these, it's probably not the right name."
Testing your name ideas can reveal potential issues you might have overlooked and help you gauge public reaction.
Exercise: Create a quick survey with your top 3-5 name choices and ask friends, family, or potential customers to rate them on appeal, memorability, and relevance to your business. Also, try using the name in various contexts – in a sentence, as part of a logo, or in a potential marketing tagline.
Real-world example: Jeff Bezos originally wanted to name his company "Cadabra," but changed it to "Amazon" when his lawyer misheard it as "Cadaver." This anecdote highlights the importance of how a name sounds when spoken aloud.
When choosing a name, think beyond your current business model. Bernadette Jiwa, brand story strategist, advises:
"Choose a name that gives you room to grow and pivot if necessary."
Your startup may evolve over time, and your name should be able to accommodate that growth.
Exercise: For each potential name, brainstorm how it might adapt to different products or services you might offer in the future. Consider whether the name limits you to a specific product or if it's broad enough to encompass future expansions.
Real-world example: Amazon started as an online bookstore but chose a name that allowed them to expand into selling everything "from A to Z." The name's association with the vast Amazon river suggested a wide variety of offerings from the start.
Don't overlook the legal aspects of naming your company. Josh Gerben, trademark attorney, warns:
"Don't skip the trademark search. It's much cheaper to change a name before you launch than to rebrand later due to trademark issues."
Ensuring your chosen name is legally available can save you from costly disputes down the line.
Exercise: Conduct a basic trademark search using the USPTO database for your top name choices. If you're serious about a particular name, consider consulting with a trademark attorney for a more thorough search.
Real-world example: Stylesite had to change its name to Gilt Groupe after receiving a cease-and-desist letter from Microsoft, which owned the trademark for a product called Microsoft Style. This rebranding process was likely costly and disruptive, underscoring the importance of thorough legal checks.
Finally, don't rush the decision. Paul Parkin, founder of SALT Branding, suggests:
"Give yourself time to live with the name. Sometimes, the perfect name grows on you over time."
Taking time to reflect can help you make a more confident, informed decision.
Exercise: Keep your top 3 name choices somewhere visible for a week. Note your reactions to them over time. Which one still excites you after a week? Which one do you find yourself naturally using when you talk about your business idea?
Real-world example: Google's founders initially disliked the name (a play on "googol," meaning a very large number) but grew to embrace it over time. Today, it's one of the most recognized brand names globally.
Creating the perfect name for your startup is a journey that requires creativity, strategy, and patience. By following these steps – from initial brainstorming to final reflection – you'll be well-equipped to choose a name that not only captures the essence of your brand but also resonates with your target audience and stands the test of time.
Remember, while these guidelines are invaluable, there's no strict formula for the perfect name. Trust your instincts, be open to feedback, and don't be afraid to think outside the box. Your startup's name is the foundation of your brand identity – make it count!
Have you recently named your startup or are you in the process of doing so? We'd love to hear about your experience! Share your naming journey in the comments below, or if you're still deciding, let us know which of these steps you found most helpful. And don't forget to subscribe to our newsletter for more startup tips and tricks!
