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.
Before naming begins, a start-up needs a strong linguistic foundation:
A verbal brand profile helps set the right direction. The choice of naming type is also key:
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.
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.
A great name is useless if it’s not legally protectable or easily found online.
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.
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.