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How to name your startup. Tips for creating a Brand Name

Updated on

12th January 2024

Reading time

2 minute read


How to name your startup. Tips for creating a Brand Name


Updated on

12th January 2024

Reading time

2 minute read

Choosing a brand name is crucial for building customer-based brand equity. Trust your gut, and don't be afraid to stand out. Avoid making it too complex, hard to spell, or limiting in scope. Research to ensure it's not already in use and check for negative connotations in other languages. While a .com domain is ideal, it's not mandatory. Gathering feedback from others can help ensure your brand name is a positive and memorable choice.


Creating a standout brand name is a crucial aspect of establishing customer-based brand equity for startups. It involves a subjective yet bold process that requires trusting one's instincts. The challenge in naming a startup lies in selecting a brand name that is not only memorable but also distinctive. However, many founders are hesitant, preferring to use A/B testing to choose a brand name that appeals universally. This approach, aimed at fitting in and gaining serious recognition, can paradoxically lead to increased marketing efforts to differentiate the brand later.

The journey of naming a company or product is complex and uncertain. However, it's important to remember that over time, your brand will gain its unique significance, regardless of the name.

When embarking on this naming journey, consider these tips to navigate common pitfalls:

  1. Choose a Name That’s Easy to Spell and Pronounce: Opt for simplicity to avoid customer confusion and frequent corrections of misspelled versions. Steer clear of fabricated or hybrid words, as they are harder to remember.
  2. Avoid Overly Descriptive Names: A name that is too specific can limit future growth and pivoting opportunities. For example, consider how Jeff Bezos chose "Amazon" instead of something more descriptive like “OnlineBooks.”
  3. Conduct Thorough Research: Before finalizing, ensure your chosen name isn’t already in use. A comprehensive web search and a check on USPTO.gov (or equivalent in other markets) for trademark possibilities are essential.
  4. Domain Name Considerations: While securing a .com domain was once critical, today the focus should be on a strong brand name. Other top-level domains can suffice, and from an SEO perspective, the domain type is less important.
  5. Seek Diverse Feedback: Obtain opinions from various sources to ensure the name doesn’t carry unintended negative meanings. Consider potential implications in different languages, especially if international expansion is a goal. A resource like https://www.logos.it/ can be helpful for this.

In summary, the key to naming your startup brand is a balance between uniqueness and memorability, combined with thorough research and feedback gathering.





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