How to Choose a Business Name
- Keep it short and memorable. The best business names are 1-3 words. They're easy to spell, say, and remember. Think Stripe, Slack, Notion.
- Make it easy to spell and pronounce. If you have to spell it out every time you say it, people won't remember it. Avoid unusual spellings unless they're intentional and clear.
- Check domain availability early. Your business name and domain should match. Use our domain hints above as a starting point, then verify with a registrar.
- Consider your future growth. Avoid names that lock you into one product or geography. "Portland Dog Treats" limits you; "BarkBox" scales everywhere.
- Test it with real people. Say the name out loud. Text it to friends. Put it on a mock logo. Names that look good on paper sometimes don't feel right in practice.
What Makes a Good Startup Name?
A great startup name does three things: it stands out from competitors, it hints at what you do (or at least doesn't contradict it), and it feels right for your brand personality.
- Uniqueness matters. A distinctive name is easier to trademark, rank for in search, and own on social media. Made-up words (like Spotify or Zillow) often have better domain availability.
- Emotional resonance. Names with strong consonants (K, X, Z) feel bold and techy. Softer sounds (L, M, vowels) feel approachable and elegant. Match the sound to your brand.
- Brevity wins. The most successful tech companies have short names. Uber. Zoom. Figma. Short names are cheaper to advertise and easier to type.
- Avoid trends. Dropping vowels (Flickr, Tumblr) was trendy in 2010. Adding "-ly" was trendy in 2015. Build a name that won't feel dated in 5 years.
- Domain-first thinking. Some founders pick the name after finding an available .com. This is a valid strategy — a great domain can be worth more than a "perfect" name on an unavailable URL.