How to Name a Startup: Crafting an Unforgettable Identity

First impressions matter. Your startup's name is often the very first touchpoint with potential customers—it needs to be memorable, searchable, and resonate with your target audience. In this guide, I'll share a straightforward method for creating a name that not only captures your brand's essence but also leaves a lasting impression.

I used to spend days agonizing over names that were clever but ultimately confusing. Then I discovered a simple, effective approach that cuts through the noise and produces names that stick.

Three Approaches to Naming a Startup

When it comes to naming your startup, there are three common strategies:

1. Simple & Short Names: Think names like "Luno" or "Velo." These are brief, catchy, and easy to remember. Tools like ChatGPT can quickly generate creative ideas in this style.

2. SEO-Oriented Names: These names incorporate industry keywords, such as "DesignPro," immediately conveying what your business is about and helping with search rankings.

3. Benefit-Oriented Names: Here, you combine two short words where one resonates with your audience and the other implies a positive change. Examples might include "BoostWorks" or "SparkShift."

Let’s dive deeper into the benefit-oriented method—it’s particularly effective for solopreneurs working with limited resources.

The Two-Word Formula

The benefit-oriented approach involves pairing two carefully chosen words:

Step 1: Pick the Relatable Word

Select a word that directly speaks to your customers' needs or interests. This should be a term they use daily and instantly relate to. For example:

• "Flow" for a productivity tool.
• "Pulse" for a fitness app.
• "Rise" for a personal development platform.

Step 2: Choose the Transformative Word

Next, choose a word that signals the change or benefit your product brings. It should hint at the transformation rather than describe the product. Consider:

• "Boost" to suggest enhanced performance.
• "Shift" to imply a change in lifestyle.
• "Spark" to evoke the ignition of creativity.

Combine these words to form names like "FlowBoost," "PulseSpark," or "RiseShift." These names are simple, memorable, and carry meaning.

Step 3: Expand Your Options

Generate a list of at least five synonyms for each word. Mix and match the alternatives to create various combinations, discarding any that are overly long or complex. Keep the final options concise and easy to pronounce.

Step 4: Validate Your Choice

Share your top three picks with a few trusted friends or colleagues. Ask them which name they remember best after 24 hours. Their feedback can help you identify which option leaves the strongest impression.

Final Thoughts

A name alone won't make your startup successful, but a strong, memorable name can open doors and set the tone for your brand. By using a benefit-oriented naming strategy, you create a two-word identity that resonates with your audience and clearly communicates the transformation your product offers.

Don’t overthink it—choose a name that reflects your vision and start building your brand. The perfect name will evolve with your business, but getting that first impression right is key.