What makes the brand name speak to the right audience? What typology does the name need — and what is it anyway? And which checks need to be run?
Naming strategy for start-ups: building a strong foundation
A name is like a handshake—it can spark curiosity, build trust, and make a brand unforgettable. The challenge? Start-ups need a name that’s creative, fast to develop, and ideally available as a domain.
Relying purely on instinct can lead to costly mistakes. A clear naming strategy ensures a smoother launch.
What should the name communicate? Who is the audience?
Before naming begins, a start-up needs a strong linguistic foundation:
- What does the brand stand for?
- Who is the target audience?
- What tone should the brand convey?
A verbal brand profile helps set the right direction. The choice of naming type is also key:
- Founder-based names (Engelbert Strauss) add personality.
- Associative and symbolic names (Neolymp) create mental connections.
- Abstract names (Twint) offer originality.
Descriptive names are instantly clear but can be limiting and harder to trademark. Creative abstractions sound intriguing but require a strong narrative to communicate meaning.
A good start-up name grows with the business
Will the name still fit if the company pivots in five years? Start-ups are built for scalability—their names should be too.
Many start-ups adjust their business models, so flexibility is crucial. Brand names like Amazon and Uber didn’t lock themselves into specific industries, allowing them to expand effortlessly.
Names with narrow product focus (BestTaxApp) or regional ties (LondonLogistics) might work initially but can limit future growth.
Is the name legally, digitally, and linguistically viable?
A great name is useless if it’s not legally protectable or easily found online.
- Is the domain available? If not, consider alternatives like .io, .app, or adding official.
- Is the name already taken? Trademark checks can prevent legal issues.
- Does it work over the phone? A name should be easy to spell and pronounce.
- Are there unintended meanings? Cross-checking across languages and cultures helps avoid negative connotations.
Start-ups move fast, but naming disputes and negative PR can slow things down. Investing a few extra days in due diligence is better than a costly rebrand.
A naming strategy saves time, money, and stress
Start-ups that approach naming strategically avoid expensive missteps. The best names don’t just make an impact today—they stay relevant in the long run.
Launching a start-up and need a name? Or unsure if your current name fits? Let’s talk.
