How to Name a Startup: The Complete Process

A good startup name is memorable after hearing it once, available as a .com (or .io for dev tools), and doesn't describe your product so literally that it becomes a constraint when you grow.

The process takes about two hours if you do it right. Here's exactly how.

Step 1: Write your positioning statement

Before generating names, write one sentence: "This is a [category] for [audience] that helps them [outcome]." This becomes your input for any AI name generator and prevents the most common mistake — vague prompts that return generic names.

Step 2: Generate candidates across multiple styles

Run your positioning statement through an AI name generator like BrandNamer using all four style settings: playful, professional, technical, and minimal. Each returns completely different candidates. Generate at least 40-50 options before evaluating any of them.

Step 3: Apply the filters

The radio test: If someone says the name on a podcast, can you spell it without asking? If not, cut it.

Domain availability: Check .com, .io, and .co. BrandNamer does this automatically for every generated name.

Trademark search: Run your top candidates through the USPTO TESS database and a Google search in your category.

The tomorrow test: Sleep on your top 3-5 names. The one you keep saying to yourself without prompting is usually the right one.

Step 4: Register everything

Once you've decided, register the domain, social handles, and file a trademark application the same day. Good names get taken fast.

Common patterns that work

| Pattern | Example | Best for | |---------|---------|----------| | Invented word | Figma, Asana, Twilio | Any category — most durable | | Two-word combo | Salesforce, HubSpot | B2B products | | Single real word | Stripe, Linear, Notion | Products with strong aesthetics | | Modified word | Canva, Zapier | Consumer and prosumer tools |

What to avoid

Names ending in -ly, -ify, or -hub. Creative misspellings. Hyphens. Names that literally describe your feature set. Names longer than three syllables.