Naming your Startup can feel like an impossible task. The name needs to check so many boxes – it should be memorable, descriptive, and evoke the right emotions about your brand. But don’t panic! With some strategic thinking and creative brainstorming, you can land on the perfect startup name.

Here are my tips for choosing a name that stands out.

Get Clear on Your Brand Identity

Before you start spitballing name ideas, get very clear on what your startup is all about. Define your mission, values, and brand personality.

• What industry or niche are you operating in?
• What makes your startup unique? What is your competitive advantage?
• What emotions do you want people to feel when they hear your name? Clever? Trusted? Playful?

The more you understand your core identity, the easier it will be to find a fitting name.

Spend time developing your brand character. Write out descriptive words and phrases that encapsulate your essence. This clarity will help guide and inspire your naming process.

Conduct a Competitive Analysis

Research other startups in your space. Make a list of your direct competitors as well as category leaders.

• What are their names?
• What do their names communicate? Do certain words or name styles keep popping up?
• How do their names make you feel about their brand?

This analysis will help you identify common naming conventions and patterns in your industry. You’ll gain insight into types of names that could work or that you may want to avoid.

Drawing inspiration from competitors you admire is perfectly fine. Just make sure your name is unique enough to stand apart in the market.

Brainstorm Extensively

Set aside plenty of time for some unfiltered brainstorming. Let those creative juices flow!

Start by whipping up a giant list of any and all words or phrases related to your startup mission. Let your mind wander – don’t self-edit at this stage.

Next, get out your thesaurus. For your main keywords, build lists of synonyms, related words, rhyming words, alliterations, etc.

You can brainstorm for name ideas based on:

• Mission/purpose descriptive words
• Founder names
• Made-up words/neologisms
• Acronyms
• Power words that evoke emotion
• Location/neighborhood
• Wordplay/puns
• Foreign words
• Mythology/historical references

Brainstorm widely across categories to uncover unexpected name possibilities. Allow time for ideas to percolate after your initial brain dump. Revisit your lists with fresh eyes – you may forge new connections or concepts.

Narrow Down Your Top Choices

After brainstorming extensively, it’s time to start whittling down your options.

Start by eliminating any names with potential legal issues or Trademark conflicts. Do a preliminary trademark search to uncover any names that are already taken.

Next, begin sharing some options with trusted advisors – friends, mentors, and investors. Get their gut reactions. Does the name spark interest and intrigue?

As you get feedback, you’ll begin to discern which names have the most potential. Look for ones that check the following boxes:

• Memorable – Is it sticky and distinct enough to grasp attention? Can people recall and pronounce it easily?
• Meaningful – Does it align with your brand identity and convey what you do?
• Scalable – Does the name allow room to grow beyond initial offerings?
• Feasible – Is the domain available? Any trademark conflicts?

Continue running potential names by key stakeholders. Get reactions from potential customers if possible.

Eventually, you’ll land on 1-3 final contender names for further testing and validation.

Validate with Customers

Before sealing your final name, test it out with target customers. Here are some simple ways to get validation:

• Online surveys – Create a Typeform poll to get quick feedback at scale.
• Intercept surveys – Chat with people at local events/coffee shops. Gauge their reaction to hearing your name.
• Landing pages – Set up simple pages with your top names. Drive paid traffic and see which get more signups.
• Focus groups – Gather 10-15 people from your target audience. Discuss name options and observe reactions.

Pay close attention to people’s facial expressions and body language as you say the name. Does it bring a smile to their face? Do they furrow their brow in confusion?

Have them rate the name on qualities like memorability, relevance, and likability. The right name should score highly on important attributes.

Validating with real customers will give you confidence you have a name that resonates.

Check Trademark Availability

Once you’ve chosen your name, it’s time to thoroughly vet it for trademark issues. Here are the steps for checking availability:

• Search USPTO database – Scan federal trademarks for your exact name/close variants. Avoid overlap.
• Google variations – Try adding “app”, “company”, “startup”, etc. See what comes up.
• Check social media – Search for handles on platforms you’ll use. Aim for consistency.
• Consider misspellings – Brainstorm alternate spellings people may use. Try searching for these.
• Think globally – Review international trademark databases if you’ll have global reach.

Ideally your name, URLs, and social media handles should be available. If not, you may need to get creative with prefixes, suffixes, hyphens, or slight adjustments.

Securing matching domains and social media accounts solidifies your name as unique to your brand.

Envision Saying Your Name Aloud

A crucial step is to envision actually pronouncing your startup name regularly. Say it out loud, in pitches, conversations, and phone meetings.

• Does it roll off the tongue easily?
• Is it tricky to explain or spell when spoken versus written?
• Does the cadence lend itself to a catchy cheer or chant?

If your name constantly trips people up verbally, it may not stick long-term. Workshop alternate options or name structures.

But if your name elicits smiles and intrigued reactions when spoken – you’ve likely found a winner!

Final Reality Check

Naming your startup is messy, challenging, and exhilarating. As you near the final stretch, take a breath and do one last gut check:

• Test it out loud in a sentence: “Welcome to [Startup Name]!” Did that feel right?
• Imagine explaining it succinctly to advisers and investors. Did your explanation make sense?
• Visualize your name on t-shirts, billboards, and office walls. Did it look legit and get you excited?
• Check for awkward meanings in other languages or slang terms. Are you in the clear?

Stay nimble. If you have persistent hesitations, it’s okay to go back to the drawing board.

But if your name checks all the boxes, congrats! Getting this critical piece right will infuse your startup with direction and purpose.

So get out there and start building your brand – the perfect name is within reach!

Related Posts

• How to choose a business name for your startup business?

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