We compiled the best naming advice from branding experts, startup founders, and naming agencies. Here are the top tips.
The Fundamentals
- Short beats long. 1-2 syllable names are the most memorable.
- Easy to spell = easy to find. Don't make customers guess.
- Say it out loud. If it sounds awkward, it is awkward.
- Check the domain. No .com available? Rethink the name.
- Google it first. Make sure nothing negative shows up.
What to Avoid
- Geographic names limit growth. "Denver Cleaning Co" can't expand to Austin.
- Personal names are hard to sell. "Smith & Associates" is tied to Smith.
- Hyphens and numbers confuse people. Is it "4U" or "ForYou"?
- Similar to competitors. If your rival is "BrightClean," don't be "CleanBright."
- Hard to pronounce words. If you need to explain pronunciation, move on.
Creative Techniques
- Combine two words: Face+Book, Snap+Chat, Drop+Box.
- Use metaphors: Amazon (vast), Apple (simple), Jaguar (fast).
- Try foreign words: Lego (Danish for "play well"), Häagen-Dazs (made up to sound European).
- Remove letters: Tumblr, Flickr, Dribbble.
- Use AI: Tools like BizName generate hundreds of options in seconds.
Final Check
Before committing: check domain, check trademarks (USPTO), check social media handles, check state business registry, and test with 10 real people.