#67 — How to pick a name for your startup

The big picture: Your startup's name is your first impression, last memory, and everything in between. Get it wrong, and you're fighting uphill battles with confused customers and legal headaches. Get it right, and you've got a marketing superpower that enhances brand image, fosters customer connections, and drives marketability and recall.§

Why it matters

A well-chosen name can enhance your brand's image, foster customer connections, and contribute significantly to marketability and recall. A poorly chosen name can hinder marketing efforts, confuse customers, and even lead to costly legal issues.§

The 11-step framework

Step 1: Brain dump, then brainstorm

Start with zero judgment—allocate uninterrupted time and write down every name, idea, word, or concept related to your business mission, value propositions, target audience, and problems you solve. Avoid prejudging or dismissing thoughts as it limits creativity. Then refine and expand those raw ideas, involving cofounders or mentors for fresh perspectives. Both processes are iterative—you'll revisit these steps multiple times.§

Step 2: Expose yourself to inspiration

• Change environments: Visit art galleries, libraries, parks, or explore different cities for fresh stimulation
• Explore cultures: Dive into books, music, movies, and cultures beyond your usual preferences, including words from different languages that embody your startup's essence
• Study other industries: Examine naming approaches across sectors—tech favors short, catchy names while fashion leans elegant and sophisticated
• Use digital tools: Try online name generators as starting points and browse existing domain names for ideas
• Leverage social media: Follow relevant pages, hashtags, and influencers in your industry for insights
• Keep records: Document everything in notebooks, phone notes, or mood boards for later reference

Step 3: Create two lists

Organize potential names into distinct categories:§

Names with a story: Compelling narratives drawn from your startup's origin, mission, unique selling proposition, or interesting anecdotes. Example: Nike comes from the Greek goddess of victory, aligning with the brand's mission to inspire athletic achievement.§

Names that resonate: Names that evoke emotions, images, or ideas aligning with your brand identity without explicit stories attached. Example: Amazon was chosen to suggest vast scale, like the world's largest river.§

Step 4: Rule out negative associations

• Language check: Research meanings in different languages using Google Translate or cultural consultants—especially crucial for international markets
• Historical research: Investigate whether names carry historical or cultural baggage or associations with controversial events, people, or entities
• Legal availability: Conduct quick Google searches and trademark database checks to avoid legal complications

Step 5: Study the competition

Follow this three-step analysis:§

1. Create competitor lists: Study direct and indirect competitors' names, identifying common themes, structures, and naming trends
2. Differentiate strategically: Determine how your name can stand out while remaining relevant and understandable in your industry
3. Avoid confusion: Ensure your potential names aren't too similar to competitors, preventing customer confusion and legal issues

Strike the critical balance between conformity and distinction—your name should reflect industry belonging while offering something exceptional.§

Step 6: Conduct trademark searches

• Start broad: Begin with internet searches, but remember not all businesses have online presence
• Go official: Use your country's patent and trademark office database (like USPTO in the US) to search for registered or pending word marks, phrases, symbols, and designs
• Get expert help: Consider consulting trademark attorneys for comprehensive searches and correct interpretation
• Think global: If operating internationally, conduct searches in respective countries as trademark laws vary by jurisdiction

Step 7: Keep it simple

• Easy pronunciation: Choose phonetically intuitive names that encourage word-of-mouth marketing
• Conventional spelling: Stick to standard spelling to improve online findability and brand consistency
• Optimal length: Aim for 2-3 syllables or under 10 characters for memorability and logo design flexibility
• Unique but accessible: Be distinctive without becoming generic while maintaining straightforwardness

Step 8: Choose for growth

• Avoid specificity: Don't limit yourself to specific products, services, or geographic locations
• Think 5-10 years ahead: Envision your business expansion and ensure names accommodate potential pivots
• Secure digital presence: Check domain availability, preferring .com but considering other extensions (.net, .org, .co) or country-specific ones
• Test longevity: Choose names that will resonate even as market trends and preferences evolve, avoiding current slang or buzzwords

Step 9: Consider ownability

• Trademark protection: Ensure legal ownership and protection capabilities
• Domain strategy: Secure .com domains for universal recognition, but consider alternatives if they better suit your business
• Social media consistency: Verify availability across key platforms for unified brand recognition
• SEO implications: Consider search engine performance—avoid names too common that other results might outperform your brand
• Visual branding potential: Evaluate how names translate to logos, marketing materials, and brand collaterals

Step 10: Get outside perspective

• Seek diversity: Gather feedback from friends, family, potential customers, mentors, and industry peers for broad appeal
• Structure feedback: Organize focus groups or surveys asking for first impressions, memorability, and resonance
• Uncover blind spots: Let external perspectives reveal cultural, linguistic, or social connotations you missed
• Test real scenarios: Evaluate names in context—phone introductions, meetings, radio advertising—to assess practicality

Step 11: Trust your gut

After completing all research and gathering feedback, choose the name that intuitively feels right:§

• Emotional connection: Which name resonates with you most? Your passion fuels brand success
• Confidence test: Consider which name you'd feel most confident presenting to investors, customers, and partners
• Longevity sense: Reflect on which name feels relevant and powerful long-term beyond temporary trends
• Uniqueness factor: Trust your instinct toward the most distinctive and ownable option

The bottom line

An imperfect name won't tank well-executed branding, and a perfect name won't carry lackluster brand elements. The most successful business names blend strategy with emotional resonance.§

What's next: Once you've chosen your name, services like Stripe Atlas can help incorporate your company in Delaware, secure your EIN, and handle legal documentation in under 10 minutes.§