Naming a company without losing your mind

Founders agonise over names, often for the wrong reasons. They want the name to describe the product, rank well, and be available as an exact-match domain — all at once. The result is usually a forgettable compound word that ages badly.

Meaning is built, not borrowed

The strongest names start as empty vessels. Spotify, Stripe and Glossier meant nothing until the brands behind them gave them meaning. A name does not have to explain what you do; it has to be distinctive enough to become a container for everything you will eventually stand for.

The practical filters

Say it out loud on a phone call. Spell it without help. Check that it travels across the markets you care about and carries no awkward second meaning. If it passes those tests and still feels a little bold, you are probably close.

Decide, then commit

No name is perfect on day one. The brand makes the name, not the other way round. Choose something ownable, then pour your energy into making it mean something.