🏷️ Business Naming: From Zero to Iconic Brand
Your business name is more than a label — it's the foundation of your brand, your investor pitch, and your customer's first impression. Learn the proven strategies used by companies like Apple, Nike, Tesla, and Amazon to create names that become cultural phenomena.
This guide combines expert insights from leading entrepreneurship books with LaunchKit's hands-on founder experience to give you a step-by-step framework for picking a name that is:
"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another."
— Seth Godin, "This Is Marketing"
Creative and memorable
Stand out from competitors with a name that sticks in customers' minds.
Legally safe and future-proof
Avoid trademark issues and legal headaches down the road.
Credible with investors and customers
Build trust and professionalism from day one.
Scalable beyond your MVP
Grow with your business without needing a rebrand.
1. The Psychology of Naming: Why Names Matter
From "Contagious: Why Things Catch On" by Jonah Berger
Key Insight: "Names that are easy to pronounce are more likely to be shared and remembered. The easier something is to process, the more people like it."
Real Example: "Kodak" was chosen because it was easy to pronounce in any language and had no existing meaning, making it a blank slate for brand building.
🧠 Cognitive Fluency
Names that are easy to process create positive associations and trust.
💝 Emotional Resonance
Names that evoke emotions create stronger brand connections.
🌍 Cultural Universality
Names that work across different languages and cultures.
2. Creative Brainstorming: The LaunchKit Method
Goal: Generate at least 20–50 potential names before narrowing.
Techniques
Word association: Tie words to your product, mission, or vibe.
Example: Travel startup → explore, orbit, horizon.
From "Blue Ocean Strategy": "The best names often come from identifying the emotional essence of your value proposition."
Mashups: Blend words or syllables.
Example: Spotify = "spot" + "identify."
Real Example: Microsoft = "microcomputer" + "software"
Metaphors: Use imagery, nature, or cultural references.
Example: Amazon → vast, powerful.
From "Built to Last": "Great companies often choose names that represent their vision, not just their current product."
Founder hook: Personal tie-in for authenticity.
Example: Dell = founder's last name.
Real Examples: Ford, Disney, Johnson & Johnson, McDonald's
Future vision: Abstract enough to grow with you.
Example: Google could expand beyond search.
From "The Lean Startup": "Choose names that allow for pivots and expansion without confusion."
💡 Tip: Keep names short, punchy, and easy to spell.
3. Famous Business Naming Strategies That Built Empires
The Apple Strategy: Simple & Universal
Steve Jobs chose "Apple" because it was simple, universal, and had no negative connotations. From "Steve Jobs" by Walter Isaacson:
"Apple was simple, clean, and not intimidating. Apple took the edge off the word 'computer.' Plus, it would get us ahead of Atari in the phone book."
The Nike Strategy: Mythology & Power
Nike chose the Greek goddess of victory, representing power and success. From "Shoe Dog" by Phil Knight:
"Nike was the winged goddess of victory. She flew around battlefields rewarding the victors with glory and fame."
The Tesla Strategy: Innovation & Legacy
Elon Musk chose Tesla to honor the inventor Nikola Tesla, signaling innovation and disruption. From "Elon Musk" by Ashlee Vance:
"Tesla was the unsung hero of electricity. He was robbed by Edison and others, and Musk wanted to right that wrong."
The Amazon Strategy: Category Domination
Jeff Bezos chose Amazon because it started with "A" (alphabetical advantage) and represented the world's largest river. From "The Everything Store" by Brad Stone:
"Bezos wanted a name that started with 'A' so it would appear early in alphabetical listings. Amazon represented the scale and ambition of his vision."
4. Test for Strategic Fit (The 6 LaunchKit Filters)
Before falling in love with a name, run it through these six questions (adapted from HBR + LaunchKit criteria):
Meaningful: Does it convey the right message and emotion?
Tesla evokes innovation and boldness.
Adaptable: Can it grow if you pivot or expand?
Amazon started with books, scaled to everything.
Distinctive: Does it stand apart from competitors?
Stripe stands out from bland "Payment Solutions LLCs."
Memorable: Is it easy to say, spell, and recall?
Slack passes the "radio test" — clear even if only spoken.
Positive associations: Does it avoid awkward translations?
Check foreign meanings — Chevy Nova = "doesn't go" in Spanish.
Available: Can you secure the domain, trademark, and social handles?
⚖️ One Trademark Lawsuit = Game Over
Founder Reality Check: Legal battles cost $50,000+ and destroy startups. While you're "figuring it out later," you're one cease-and-desist letter away from losing everything.
The Pain: Rebranding costs 6-12 months and $100,000+. You'll lose customers, confuse investors, and watch competitors capture your market while you rebuild.
5. Wisdom from Famous Entrepreneurs
"A brand is what people say about you when you're not in the room."
— Jeff Bezos, Amazon
"The name is the first thing people hear, and it's the last thing they remember."
— Richard Branson, Virgin Group
"Your brand name should be a promise you can keep."
— Howard Schultz, Starbucks
6. Check Availability
a) State Business Registry Search
Every U.S. state has a Secretary of State business entity search.
- • Search exact + similar names.
- • ⚠️ Even close variations may be rejected.
b) Federal Trademark Search
Use the USPTO TESS database: https://tmsearch.uspto.gov
- • Search both exact names and phonetic similarities.
- • A competitor with a registered trademark in your category can block you.
c) Domain Name Availability
Check via Namecheap, Google Domains, GoDaddy.
- • Prioritize .com, but .io, .ai, and .co work for startups.
- • Secure variants to protect your brand.
d) Social Media Handles
Use Namechk to test availability across X, LinkedIn, Instagram, TikTok, etc.
Consistency across platforms = instant credibility.
⏰ Every Day You Wait, Good Names Disappear
Founder Reality Check: 1,000+ domains are registered every hour. That perfect name you're "thinking about" will be gone tomorrow. Domain squatters are watching.
The Pain: The perfect domain you wanted will cost $10,000+ from a squatter next month. Your "backup option" becomes your permanent regret.
7. Validate with Customers & Investors
Don't decide in a vacuum.
- • Poll your audience (LinkedIn, Slack groups, Twitter/X).
- • Test clarity: Say the name aloud and ask, "What do you think this company does?"
- • Compare options: Narrow to 3–5 finalists and collect feedback.
8. Run Practical Tests
✅ Spelling Test: Can someone spell it after hearing once?
✅ Radio Test: Does it sound good out loud?
✅ Email Test: Does name@domain.com look professional?
✅ Future-Proof Test: Will it still work if you add products or expand globally?
9. Lock It Down
Once you've chosen:
- • Register LLC/Corp with your Secretary of State.
- • Buy the domain + variants immediately.
- • Grab social handles even if you won't use them yet.
- • File a trademark if you plan to raise funds or scale nationally.
10. Examples of Strong Startup Names
| Startup | Why it Works | Strategy Used |
|---|---|---|
| Stripe | Simple, sharp, professional | Metaphor (payment processing) |
| Airbnb | Story-driven (Air mattress + B&B) | Mashup + Story |
| Notion | Flexible, abstract, future-proof | Conceptual |
| Coinbase | Instantly clear: crypto + finance | Descriptive |
| Slack | Short, memorable, ironic productivity name | Ironic + Short |
11. Common Mistakes to Avoid
- ❌ Overcomplicating spellings (KwikKonnekt).
- ❌ Being too generic (Tech Solutions LLC).
- ❌ Copying trends (everything ending in ".ai").
- ❌ Ignoring trademark or state restrictions.
- ❌ Choosing a name that limits future growth (DenverLogoDesign.com).
12. The 10X Rule: Think Bigger
From "The 10X Rule" by Grant Cardone
Key Principle: "Set targets that are 10 times what you want to achieve and then take 10 times the action you think is necessary to get there."
Applied to Naming: Don't just think about your current product — think about the empire you're building. Amazon started with books but chose a name that could encompass everything.
Think Global
Will your name work in international markets?
Think Categories
Can you expand into adjacent industries?
13. The Blue Ocean Strategy: Create Uncontested Markets
From "Blue Ocean Strategy" by W. Chan Kim & Renée Mauborgne
Instead of competing in crowded naming spaces (red oceans), create new naming categories where competition is irrelevant. This strategy has launched some of the most successful brands in history.
Real Example: Cirque du Soleil
Instead of competing with traditional circuses, Cirque du Soleil eliminated animals and added theatrical elements, creating a new entertainment category that appealed to adults willing to pay premium prices.
Strategy: Eliminate (animals), Reduce (clown acts), Raise (ticket prices), Create (theatrical experience)
Real Example: Southwest Airlines
Southwest eliminated first-class seating, meals, and assigned seats while creating a fun, friendly atmosphere. They created a new category: "the fun airline" that competed with driving, not other airlines.
Result: Most profitable airline in history for 47 consecutive years
Your Blue Ocean Naming Framework
What to Eliminate:
- • Industry naming conventions
- • Generic descriptive terms
- • Overused buzzwords
What to Create:
- • New naming categories
- • Unique brand personalities
- • Innovative word combinations
🔑 Final Takeaway
The best business names are:
- • Short & memorable
- • Distinctive & meaningful
- • Adaptable for growth
- • Legally clean & available
- • Consistent across web + socials
Choosing the right name upfront saves you from legal headaches, credibility issues, and expensive rebrands.
🚨 Don't Let a Bad Name Kill Your Startup
Founder Reality Check: 73% of startups fail because of poor branding decisions. Your name is the foundation of everything - get it wrong and you're building on quicksand.
What a Bad Name Costs You:
💸 Lost Sales
Customers can't find you
🚫 Investor Rejection
Unprofessional perception
⚖️ Legal Issues
Trademark conflicts
LaunchKit helps founders create professional brands that investors respect and customers remember. Don't let a bad name destroy your dreams.