How to Name a Startup: A Practical Framework

Before brainstorming names, write one sentence that explains who the product is for, the problem it solves and the change it creates. A name cannot communicate everything, but it should feel consistent with that promise.

Choose three qualities the name should signal, such as fast, trustworthy and modern. These become filters later, preventing the team from choosing a clever word that does not fit the product.

Strong naming sessions explore different directions before judging individual options. Descriptive names are clear but harder to own. Suggestive names hint at a benefit. Invented names are distinctive but require more explanation. Metaphorical names borrow meaning from a familiar idea.

Generate at least ten candidates in each territory. Variety makes comparison useful and reduces the risk of becoming attached to the first acceptable idea.

A good startup name must survive outside a brainstorm. Say it aloud, ask someone to spell it and place it in an email address. Check whether it is easy to distinguish in a noisy conversation and whether the pronunciation changes across your main markets.

Use a simple scorecard instead of debating taste. Rate clarity, memorability, pronunciation, distinctiveness, domain fit and room for future products from one to five.

Search company databases, app stores, social networks and trademark databases in the markets where you plan to operate. Similar names in the same category can cause confusion even when the exact domain is available.

Test a shortlist with people who resemble your customers. Ask what they think the company does, how they would spell the name and which option they remember the next day. The goal is evidence, not a popularity contest.