Naming Your Company or Product: Key Considerations for Startups
When it comes to naming a company or a product, the process can feel both exciting and overwhelming. At Inform Solutions, we’ve worked with many startups that initially approach naming with an internal brainstorm. Whether it’s an email thread soliciting ideas or even a contest where the winner gets a prize, these creative approaches can spark some good ideas. But naming isn’t always that simple, and it’s a skill that requires more than just a catchy phrase.
For many startups, the budget isn’t there for high-cost branding agencies. The naming process might involve internal discussions, where everyone has a different perspective on what the name should convey. But while these efforts can certainly be effective, there are some key considerations to keep in mind to ensure the name resonates with your target audience and aligns with your brand vision.
1. Start With Structure
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To assist in this process, Inform Solutions offers a Naming Worksheet, referenced in The Brand Clarity Playbook. This worksheet helps structure your naming ideas and makes it easy to evaluate them against various criteria. You can access two versions of the worksheet:
We recommend organizing the brainstorming process early on. One effective tool is a simple spreadsheet to track your name ideas. This helps you document and evaluate names from multiple angles. For example, how does the name sound when spoken aloud? Is it easy to say and remember? Can it be used in a sentence, or does it feel awkward or hard to pronounce? These basic details can tell you a lot about how a name will land with your audience.
Documenting these attributes is essential for capturing initial impressions. Ask different people on your team to provide feedback, making sure to capture their thoughts on how the name resonates and whether it has any unintended meanings or associations.
2. Balance Product Insights with Broader Appeal
When you’re deeply involved in a startup, it’s natural to be close to the product and its underlying technology. While this is unavoidable, it’s important to avoid tying the name too closely to your internal, technical or scientific insights. This can result in a name that feels overly niche, overly complex, or even disconnected from what your customers actually care about. The name might make perfect sense from a technical perspective, but it’s the broader emotional appeal and clarity of your message that will ultimately resonate with your audience.
3. Get External Feedback
While internal brainstorming can help you generate ideas, it’s essential to get feedback from people who aren’t immersed in your company’s world. Listening to customers, potential users, or third-party experts is key to refining your name. Words have many meanings and can elicit different responses depending on cultural background, personal experience, and context.
A name that sounds perfect within your team might be off-putting to someone outside of it. It’s easy to unintentionally choose a name that is difficult to pronounce, culturally insensitive, or overly complicated. That’s why getting feedback from outside the company—and listening to it with an open mind—is crucial.
4. Research, Research, Research
Once you’ve developed a short list of potential names, it’s important to take additional steps to ensure your choices are viable. Start by checking the availability of URLs to make sure the domain name you want is available. A good domain name can play a crucial role in your company’s digital presence and accessibility.
It’s also essential to research whether there are similarly named companies in your industry. Doing this helps you avoid confusion or potential brand conflict. Lastly, check the USPTO trademark database (in the U.S.) to see if there are any potential legal conflicts with others who have trademarked similar names. This simple step can save you from costly rebranding efforts down the road.
Once you have a name that you like and it looks like it’s not already in use in your sector, it’s a good idea to work with a professional in the legal field to trademark your name. A trademark protects your brand and prevents others from using a similar name, ensuring that your brand identity remains distinct and secure.
5. Collaborate for Success
Naming is a collaborative process. A great name doesn’t just emerge from a single individual or a small group of people. It’s the result of diverse perspectives and careful consideration of how it will be perceived across different audiences. The goal is to choose a name that’s simple, memorable, and effective, while also reflecting your brand’s mission and values. Whether you’re naming a company, a product, or a new service offering, the process should be thoughtful and intentional.
For a few additional considerations on developing a brand name, check out my blog post on Key Steps for Developing Your Brand Name.
Inform Solutions works with early-stage companies to develop clear, compelling brand identities and communications strategies. We help bridge the gap between complex technical concepts and accessible messaging, guiding companies through the entire branding process—from naming to website design, publication production, and beyond. Get in touch.
