The Right Name Can Open Doors Before the Product Even Ships

A strong name sets the tone for your brand and influences how people remember, talk about, and trust your product.
There are four core naming strategies to consider: descriptive, evocative, invented, and founder-based. Each comes with tradeoffs. What matters most is that your name supports your business model, brand voice, and long-term growth.

Why it's Important

Sets emotional tone and signals product value instantly
Affects brand recall, perception, and shareability
Impacts SEO, PR, and virality from day one
Determines ease of trademark and domain availability
Influences whether people take your brand seriously or not

How to Implement

Start by defining your brand personality and positioning
List the naming strategies and their pros and cons:
Descriptive (e.g., PayPal, Dropbox): clear but can feel generic
Evocative (e.g., Apple, Calm): emotional, open-ended, brandable
Invented (e.g., Google, Zillow): flexible and ownable, but takes more education
Founder-Based (e.g., Ford, Dyson): authentic and legacy-driven, but limits evolution
Brainstorm name ideas under each strategy and pressure-test with team and advisors
Filter names based on clarity, memorability, emotion, and relevance to your audience
Check domain, social handle, and trademark availability
Score each finalist based on a consistent rubric: does it fit your future vision?
Shortlist 2 to 3 top candidates and test with real users or advisors
Make a decision and document why it fits your brand strategy

How You Know You Got It Right

People remember it after hearing it once
It matches your tone and category without sounding cliché
Customers can pronounce and spell it without confusion
You secured a usable domain and social handles
The name grows with you, even as your product expands
Early users naturally use the name in conversation
It sets you apart from competitors, not next to them

Real-World Examples

Stripe

Evocative and sleek, suggesting movement and payment without being literal

Calendly

Invented, memorable, and functionally related to calendars, yet uniquely brandable

Mailchimp

A blend of descriptive and whimsical, helping it stand out in a sea of corporate email tools

Make It Better

Avoid trends that will feel dated in 2 years
Say each name out loud and imagine a customer saying it too
Think about how the name would look on a homepage, logo, or investor deck
Use naming consultants or crowdsource only as a validation step, not a shortcut
Focus on the feeling you want the name to evoke, not just its literal meaning

Don't Make These Mistakes

Picking a name that locks you into a narrow product scope
Falling in love with a name before checking availability
Prioritizing cleverness over clarity
Letting internal politics drive the final decision
Choosing a name that’s easy to confuse with a competitor