How to find your future-proof startup name

Invest in a great advertising campaign, such as MailChimp, or go ahead and choose a future-proof name for your startup right from the beginning and save a lot of money.

Read time: 3 minutes

Today, we will explore one of my favorite topics that always evokes discussions in every venture I have been involved in → Naming Your Startup

It's ironic that in startups, a brand's most valuable asset is often the one given the least attention: its name. This may be because new products, services, and startups are often named before brand experts are involved. It could be because founders believe it's their privilege as entrepreneurs to name their own "children." Or perhaps they are unaware of the increasing costs of a poorly named startup, or the positive effects of a well-named one.

The most common mistake that new startups make is creating a name that simply describes what they do. The question I always hear is:

The answer is no. Nowadays, your name always appears with a short description next to it, like on your Instagram profile. But more importantly, as businesses evolve (as most do), you can find yourself in a situation where your name no longer reflects your offering. For example, Mailchimp had to launch advertising campaigns to explain that its business offers more than what its name suggests. 👇🏼

How to find your future-proof startup name?

Let´s get inspired by the stories of some of the biggest brands:

Amazon→ The Amazon River, known for its massive volume, served as inspiration for Bezos. He wanted his bookstore to be the largest in the world, hence he chose the name Amazon to symbolize the magnitude he envisioned for his online store.

Nike→ Nike's co-founder Phil Knight initially wanted to name the brand "Dimension Six." However, Johnson, who was in charge of their east coast factory, suggested the name Nike, inspired by the Greek winged goddess of victory. This name perfectly captures the essence of speed, agility, and nimbleness that Nike sports shoes provide, unlike any of Phil Knight's proposed names.

A good startup name should:

• Have a story to tell (like Amazon or Nike).

• Tap into a feeling instead of relying solely on functional benefits.

• Have a maximum of two to three syllables.

Naming Ideation:

Dig deeper → Names that are not associated with your business at first sight, but have a deeper meaning related to your business.

More is more → By adding words or numbers to a cool name we not only make it more trademarkable but also more unique.

Make it wrong → We can also change the spelling to give the name a fresh and different vibe. Like Google.

Criteria for Name Selection:

• Domain and Social Accounts Availability

• Desirability by Target Group

• Domain Trademark availability

• Potential to internationalize

💡Takeaway → Your startup's brand name should be broad enough to encompass all of your products or services without being specific to any one of them.

If you enjoyed it, it would be greatly appreciated if you could share it with friends who might be interested in startup branding and growth. 🙏🏼 💚 

Catch you in a couple of weeks.

Cheers, Chris

Whenever you're ready, there are 2 more ways I can help you:

​Startup Brand Guide I have compiled all of my learnings into this guide to help founders implement a unique brand correctly from the start, saving money and achieving long-term success. Link 

1:1 Consulting Need guidance and expertise to make your brand stand out from the competition? Join me for a 1:1 branding consulting session where we'll dive deep into your brand goals, target audience, and unique value proposition. Email me at [email protected]