Startup Naming Guide
How to Name Your Company
Everything you need to know about naming your startup. Strategies from successful YC companies, domain selection tips, trademark advice, and common mistakes to avoid.
Names That Follow These Principles
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The Startup Naming Process
A structured approach to finding your perfect name
Define Your Brand Attributes
Before brainstorming names, clarify what your brand represents. What emotions should your name evoke? Professional, playful, innovative, trustworthy? Who is your target audience? What makes you different?
Write down 5-10 adjectives that describe your ideal brand perception. These will guide your naming decisions and help evaluate candidates.
Generate Candidates Widely
Don't self-edit during brainstorming. Generate hundreds of candidates using different techniques: invented words, unexpected real words, compounds, modified spellings, and more.
Use tools like thesauruses, word generators, and foreign language dictionaries. Also browse existing brandable names for inspiration.
Filter and Shortlist
Apply practical filters: Is the domain available? Is it trademarkable? Easy to spell? Easy to pronounce? No negative meanings in other languages? Not too similar to existing brands?
Narrow down to 5-10 strong candidates that pass all filters. Don't skip the trademark search - it's better to know now than after launch.
Test with Real People
Share your shortlist with potential customers, advisors, and friends. Ask: Can you spell it after hearing it once? What does this name make you think of? Would you trust a company with this name?
Pay attention to hesitation or confusion. If people consistently struggle with a name, it's not the right choice no matter how clever it seems.
Secure and Launch
Once you've chosen, move quickly. Secure the domain, file for trademark, and lock down social handles. Don't announce until everything is secured - domain squatters monitor startup announcements.
Remember: your name will feel strange at first. That's normal. Commit to it, and it will grow on you and your users.
Proven Naming Strategies
The techniques behind the world's most successful startup names
Invented Words
Create entirely new words that sound natural but don't exist in dictionaries. These are the most protectable and ownable names.
Highly trademarkable, unique, full brand ownership
Requires more marketing to build meaning
Examples: Spotify, Xerox, Kodak, Verizon, Accenture
Unexpected Real Words
Take an existing word from outside your industry and own it in a new context. Instant memorability with existing associations.
Immediately memorable, existing positive associations
Harder to trademark, competitive domains
Examples: Apple, Slack, Notion, Stripe, Amazon
Compound Names
Combine two short words or word parts to create something new with combined meaning. Best when combination is greater than parts.
Creates new meaning, familiar building blocks
Can be longer, risk of awkward combinations
Examples: Airbnb, Facebook, DoorDash, YouTube, Snapchat
Modified Spellings
Alter an existing word's spelling to make it unique while keeping recognition. Treading carefully - can backfire if too confusing.
Unique, often available, recognizable
Spelling confusion, can look unprofessional
Examples: Lyft, Tumblr, Fiverr, Flickr, Reddit
Choosing the Right Domain
Your domain extension matters more than you think
The "always get .COM" advice is outdated. Modern audiences, especially in tech, accept and often prefer industry-specific extensions. A short, memorable .IO is often better than a long, compromised .COM with prefixes.
Still the gold standard for consumer products and mainstream brands. Essential if your audience isn't tech-savvy. Worth the premium for B2C companies.
Browse .COM Domains →The go-to for developer-focused products, APIs, and B2B SaaS. Signals technical credibility. Very accepted in startup and tech communities.
Browse .IO Domains →Premium choice for AI companies. 28% of YC W25 chose .AI. Instantly signals your focus and carries prestige in the AI community.
Browse .AI Domains →Perfect for coding tools, documentation, and developer portfolios. Requires HTTPS, signaling security. Great for open-source projects.
Browse .DEV Domains →Popular .COM alternative. Shorter URLs and often more available than .COM equivalents. Works well for company-focused brands.
Browse .CO Domains →Common Naming Mistakes
Errors that can cost you credibility and growth
Descriptive Names
"FastDeliveryApp" tells you what it does today but limits tomorrow. You can't own "fast" or "delivery." Abstract names scale better.
Compromised Domains
Adding "get," "try," "use," or "app" to your name creates friction. Hyphens and numbers look unprofessional. A clean .IO beats a compromised .COM.
Hard to Spell
If people can't spell it after hearing it once, they can't find you or recommend you. Avoid unusual letter combinations and silent letters.
Too Long
Every extra syllable is friction. The best names are 1-2 syllables. 3 is acceptable, 4+ is problematic. Think Uber, not UberEatsDeliveryService.
Skipping Trademark Search
Falling in love with a name before checking trademarks is dangerous. A rebrand after launch is expensive and confusing for users.
International Blindspots
Your name will be used globally. Check for negative meanings in other languages. "Mist" means something unpleasant in German.
What Y Combinator Companies Do
Patterns from the world's top accelerator
We analyzed naming patterns across 5,000+ Y Combinator companies. Here's what the most successful ones have in common:
- 75% use single-word names - Stripe, Airbnb, Dropbox, Coinbase, Figma
- 28% of YC W25 chose .AI - The extension is rapidly gaining prestige
- Average name length: 6 characters - Short names dominate
- 0% use hyphens or numbers - None of the top YC companies
- 80%+ are abstract or invented - Descriptive names are rare
The message is clear: YC companies invest in strong, memorable names. It's not a coincidence - it's a pattern of success.
Frequently Asked Questions
How do I name my startup?
Start by defining your brand values and target audience. Brainstorm widely using techniques like invented words, unexpected real words, or compounds. Test candidates for pronunciation, memorability, domain availability, and trademark potential. Browse our brandable names for inspiration.
What naming mistakes should startups avoid?
Avoid descriptive names that limit growth, names that are hard to spell or pronounce, compromised domains with prefixes or hyphens, names too similar to existing brands, and names with negative meanings in other languages.
Should I use a .COM domain?
Not necessarily. While .COM has broad recognition, modern tech audiences accept industry-specific extensions. A clean .IO, .AI, or .CO can be better than a compromised .COM.
How important is trademark protection?
Very important. Trademark issues can force expensive rebrands. Before committing to a name, search the USPTO database, check for existing businesses, and consider consulting a trademark attorney. Unique invented names are easier to protect.
Ready to Find Your Perfect Name?
Every name in our collection follows these principles. Short, memorable, brandable - with premium domains included.