Six naming techniques
| Technique | How it works | Examples |
|---|---|---|
| Compound words | Join two real words. | Facebook, SnapChat, YouTube |
| Blends | Fuse parts of two words. | Pinterest (pin + interest), Instagram |
| Modified words | Tweak spelling or endings. | Lyft, Tumblr, Fiverr |
| Invented words | Make up something new. | Google, Kodak, Zalando |
| Real words | Repurpose an existing word. | Apple, Stripe, Monzo |
| Prefix/suffix + root | Add get-, try-, -ly, -ify, -hub. | Shopify, Calendly, GetResponse |
A practical process
- Define your angle. List the feelings and ideas your brand should evoke — fast, trustworthy, playful, premium. Names should ladder up to these.
- Generate widely. Produce 30–50 candidates using the techniques above. Quantity first; judge later.
- Say them out loud. Cut anything you have to spell out or that sounds awkward in a sentence like “I work at ___.”
- Check availability. Run the survivors through a domain generator and bulk search to see what is free across extensions.
- Screen for conflicts. Check trademarks and social handles before falling in love with one.
Modifiers that keep a name available
When the bare word is taken, a well-chosen modifier can rescue it without resorting to hyphens or numbers:
gettryusejoinheywithgo-ly-ify-hq-app-labs
Use these sparingly — a modifier should feel natural, not bolted on. “trybrewbox.com” works; “getthebrewboxapp.com” does not.
Mistakes founders regret
- Picking a name so descriptive it boxes the company in (“SanFranciscoYogaMats”).
- Creative misspellings nobody can type on the first try.
- Ignoring trademark conflicts until after launch.
- Choosing a name that is hard to pronounce in your main markets.
- Settling for a weak name just because the .com was free.