Every startup founder knows the basics of naming: keep it clear, memorable, and legally available. But what separates a decent name from one that defines a movement? At Tanj, a brand naming agency that’s helped founders name everything from stealth-stage startups to category-leading brands, we’ve learned what actually works.
First, let's kill a myth. You don't need the perfect .com on day one. Would it be nice? Sure. Is it worth emptying your bank account or settling for a mediocre name? Absolutely not. Focus on trademark strength — find a name that captures your vision and makes you different. You can get creative with your URL. Your brand name needs to be the real thing.
And about that pressure to find the perfect name? Forget it. Your name doesn’t need to be flawless. (We actually don’t think any name is without flaws. There are always pros and cons to balance.) Just like your business, the perceptions and associations tied to your name will evolve. What you need is something strong enough to get you moving — something that sparks interest, feels true to what you're building, and leaves room for where you're headed.
Honestly? If you’re really stuck, pick a good-enough name and keep going. Plenty of successful founders launched under placeholder names while chasing product-market fit. Once you hit Series A or some other big milestone, you’ll have the perspective and resources to refine your brand identity. Momentum beats perfection for startups.
Whatever you choose, make sure it doesn't sound like everyone else. If your whole industry uses the same playbook, do something different. When they go whimsical, you go straightforward. When they go descriptive, you go unexpected. The best startup names cut through the clutter. They don't fade into the background.
It also pays to think ahead. What you’re building today might look totally different in a few years, and your name should have room to grow with it. Don't paint yourself into a corner by getting too literal. Pick something that represents the bigger mission.
And while accuracy matters, obsession with precision can kill creativity. A name doesn’t need to describe every feature; it needs to stick. Go for sounds and words that have energy, that people want to say out loud. Keep it short and punchy. Your audience will fill in the meaning over time.
Even if you’re still building, naming early can unlock a ton of value. A name makes your idea real. It gives you a handle when you're pitching investors, recruiting teammates, building buzz. Without a name, your vision stays abstract. With one, it starts to take shape in the world.
Look, you can definitely DIY this if you're bootstrapping hard. Get your team involved, use tools like Chatnamer, tap your network for ideas. But if you've got any budget for it, hire someone who actually knows what they're doing. Naming isn't just picking words — it's defining how your company shows up in the world. That's worth investing in.
Because at the end of the day, your name isn't just what you call your startup. It's your rallying cry. It's the first thing people hear about you, and the thing they'll remember years from now. Make it count.
Ready to find your startup’s name? Get in touch with Tanj.