Philippine Business Magazine.

What are the best ways to find a name for your startup?


Choosing a great name for your startup is trickier than most founders and brand managers believe. The best brand names wander into our subconscious, unnoticed. They assimilate smoothly into different parts of our lives and take on real meaning, whether you’re talking about jumping into an Uber, going on a Tinderdate, or Whatsapping a friend.

Still, there is more to a great name than just being memorable. A great name needs to offer the right foundation for a company to build upon. It also has to be available.

Here are some steps that might help in naming your startup:

  1. Start by knowing your audience.

    Starting with a clear idea of exactly what message you want to send, and whomyou want your brand to resonate with will help you first choose a style (preeminent, playful, pragmatic, modern, intriguing, powerful) which will be the north star on the road to choosing a brand name.

    For example, if you are selling consumer-based products, and your target consumers are millennials or generations Y or Z, you will have a bit more flexibility to think outside the box with intriguing names like Urban Decay or playful names like Squatty Potty. However, if you are a corporate company aiming for baby boomers, you’d be smart to choose something more classic like Stone Eagle Advisors or Zenith Capital.

    Explore our expert-curated selection of intriguing, powerful, pragmatic, and classic names. We have hand-picked the best names on the web for just about any venture! Explore now.

  2. Focus on your brand, not business

    Before brainstorming name ideas, write down some traits that are unique to your brand. Many startups make the mistake of explaining their features or business in the name. This leads to boring and dull names. For example, if you write:

    “We are opening a high-end seafood restaurant in Everett, Washington.”

    Your name ideas will likely have these undertones:
    • High-end = classic name
    • Everett = local restaurant and location themes

    This may – but likely will not – fit your vision.

    If you write
    “We are opening a unique, hip, seafood restaurant. The decor will be minimalist. The food will be top-notch, but the ambiance will be more casual.”

    Your name ideas will likely have undertones that more accurately represent your brand:

    • Unique, hip = fresh, modern name
    • Minimalist decor = straightforward name

  3. Visualize the key ideas

    The next step is to come up with the different ideas and images to convey in your name which are inherently linked to your brand. Instead of focusing on the descriptive element — i.e., what you sell — focus on expressing one or two other core concepts that are essential to your brand, culture and values.

    For example, if you are a food-delivery startup, your ideas could convey images of healthy living, ethically sourced products or great customer service and quick delivery time.

  4. Know the danger zones

    Once you have your style, themes, and purpose clearly laid out, it’s time to really start experimenting. But before trying out different names, you should know which areas to avoid. With so many trademarks out there, the freedom to use almost any particular English word is becoming slim. The common danger zones are:

    • Single English words
    • Power words — like force, united, omni, icon
    • Symbolic words – like bridge, spring, sage, rocket

    But just because you can’t use one stand-alone word doesn’t mean you can’t combine these words into something original. Some types of names that have been attached to powerful brands include:

    • Transmutations — Zappos, Zumba
    • This and that — Haute and Bold, Crate & Barrel
    • Compounds — SnapChat, WordPress
    • Visual Story — Ice Mountain, Red Bull
    • Blends — Groupon, Instagram

    While compounds and transmutations are great, you should say the words out loud to make sure they stay within the following three guidelines:

    Is the name easy to say? It should roll off the tongue, rather than twist it.
    Is the name easy to hear? Consumers should be able to hear your brand name then quickly type it into Google to find you.
    Is the name easy to spell? Simple misspellings such as Flickr, Xero and Lyft are much easier to trademark, but if they are hard to spell, problems could result.

  5. Harness the collective genius of Crowdsourcing!

    Considering the more than 6.7 million trademark applications to date, and the fact that there are only 171,476 words in the English language, choosing a great new name that’s awesome and available requires creativity.

    What’s better than one creative mind? 200,000! At Squadhelp
    , we have built the world’s #1 naming community, with over 200,000 creatives from across the globe. By combining crowdsourcing, AI, and gamification, we have not only made the naming process fun, we are disrupting the traditional agency model.

    Not only can you get hundreds of ideas from our naming community, we also help you test those ideas with your target audience to determine which names resonate the most with your customers. Our unique naming process also includes all aspects of critical validation (e.g. URL availability, Linguistics Analysis and comprehensive Trademark screening).

    We were recently recognized by Inc Magazine as one of the most innovative companies in the Inc 500 list.

    Take a look at some naming examples from Squadhelp’s creative community.

If you want to see even more name ideas for your inspiration, feel free to explore over 25,000+ brand names created by our naming community.

Here’s how you can get naming support from Squadhelp:

Option 1: If you’d like to browse names, our Premium Name Marketplacefeatures over 30,000 names hand-picked by our branding experts. The AI-powered search will help you find ones that you’ll love quickly and easily.

Option 2: You can work directly with the largest naming community on the globe through our one-of-a-kind agency-style crowdsourcing process. If you’d like to learn more about our naming contests, click here.

Happy naming, and remember: When it comes to naming a brand, fortune favors the brave!

All credit goes to the writer of this content from Quora.

Darpan Munjal

Founder & CEO, | 3X Inc 5000 Entrepreneur



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