The Ultimate Guide to Naming Your Startup

Naming your startup isn't just about sounding clever or catchy—it's about building a brand people can remember, trust, and connect with. A great name sets the tone for everything that follows: your messaging, your marketing, and how customers see you.

But here’s the truth: a lot of startups get it wrong. Some go too trendy, others pick names that are legally risky or hard to spell, and many skip over a key detail—securing the right domain.

In this guide, we’ll walk you through the biggest naming mistakes to avoid and how to land on a name that’s both memorable and future-proof.‍

Let’s get you a name that works as hard as you do.

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7 Startup Naming Mistakes That Could Sink Your Business

Coming up with the perfect name for your startup is exciting—but also risky. One wrong move can lead to legal issues, lost customers, or even a total rebrand down the line.

Here’s how to avoid the most common naming mistakes that trip up founders (and what to do instead).

1. Falling in Love With a Name Too Early

It’s easy to get attached to a name before checking whether it’s even available. You might land on something brilliant—only to find out the domain is taken or someone else already owns the trademark.

2. Picking a Name That Doesn't Scale

Some names sound great in the moment but end up boxing your brand in. For example, naming your business “Boston Cupcakes” might limit your future if you plan to expand beyond cupcakes—or Boston.

Choose something broad and flexible enough to grow with you. Think "Sweet" instead of "Boston Cupcakes." Avoid numbers or location references unless they’re central to your long-term identity.

3. Overlooking Pronunciation and Spelling

If people can’t spell or say your name correctly, they won’t find you online. Misheard names lead to missed opportunities. Say it out loud to a few friends—can they spell it without help? Test how it sounds on voice assistants like Siri or Alexa.

Avoid tricky homophones or unusual spellings unless you’re ready to buy all the common variations (like Flickr had to do).

4. Getting Too Clever

Sure, witty names can be fun—but simple ones usually stick better. Short, clear, and visual names like Slack or Zoom tend to outperform more abstract or complicated ones. Think about global pronunciation and cultural clarity, too.

A name that's easy to remember and easy to type will serve you better in the long run.

5. Skipping the Right Domain

Your domain isn’t just an address—it’s a reflection of your brand’s professionalism and trustworthiness. With .com options mostly taken, many founders turn to alternatives that better fit their vision.

.inc domains offer a credible, professional look that signals you're serious about your business. Unlike crowded or unavailable .coms, .inc is modern, distinctive, and built for today’s startups and companies.

6. Ignoring Trademark Checks

You don’t want to pour time and money into building a brand only to get a cease-and-desist letter. Before launching anything public-facing, run a basic trademark search and check for potential conflicts. That includes international trademarks if you plan to scale globally.

It’s a small step that can save you major headaches—and expenses—later.

7. Not Getting Real Feedback

Even the best ideas can fall flat with real customers. Run informal tests with your target audience, ask for gut reactions, and see if people remember the name a day later. You’ll be surprised how much insight you’ll get from just a few conversations.

Sometimes what sounds cool in a team meeting just doesn’t land with actual users.

How to Create a Startup Name That Actually Sticks

Naming your startup can feel overwhelming, but having a simple, thoughtful process can make all the difference. The right name won’t just sound good—it’ll grow with your brand, feel memorable to customers, and help you stand out in a crowded market.

Start by defining your naming criteria. Think about your brand’s personality—should the name feel fun, serious, or bold? Do you want to include industry-related terms, or keep it more abstract? Decide how long the name should be, and whether you need an exact-match domain to go with it.

Next, it’s time to brainstorm. Don’t just sit in a quiet room staring at a blank screen. Use techniques like word association, combining prefixes and suffixes (like “-ly” or “-ify”), or even drawing inspiration from foreign languages. AI-powered tools like Namelix can help spark new ideas, too.

Once you’ve got a shortlist, validation is key. Check for trademarks, domain availability, and matching social handles. You’ll also want to make sure the name doesn’t have any negative connotations in other languages—especially if you plan to go global.

Before you commit, test it with real people. Run a quick audience survey, ask how they pronounce the name, and see if it holds up in voice search.

Finally, lock it down. Register the name with a domain that reflects your business, like a .INC domain. It signals professionalism, credibility, and makes you easier to find in search. Don’t forget to file a trademark and grab any common misspellings while you're at it.

A great name is more than clever—it’s strategic. And when paired with the right domain, it becomes a powerful asset for long-term growth.

Real-World Naming Wins (and What to Avoid)

One of the best examples of thoughtful naming comes from Notion. While the exact details of their naming process aren’t publicly confirmed, the team chose a name that is short, memorable, and clear. Although they didn’t secure the .com domain (they use notion.so), the name fits their brand perfectly and has contributed to their success.

On the flip side, take Qwikster, Netflix’s ill-fated attempt to spin off its DVD business in 2011. The name was confusing, hard to spell, and Netflix didn’t even secure the .com domain or key social media handles. The result? Massive public backlash and a quick shutdown of the service.

These stories highlight why the name—and domain—you choose really matters. It's not just about creativity; it's about clarity, trust, and accessibility.

Final Thoughts: Naming with Confidence

Before you fall in love with a name, make sure the trademark and domain are actually available. Aim for something simple, memorable, and built to last—clever names are fun, but clarity wins when it comes to customer recall.

A professional domain makes a big difference too. Choosing a .INC domain not only helps you stand out, but also signals legitimacy to investors, partners, and AI-powered search engines.

And don’t forget to test your shortlist with real people—not just your team. A name that feels right in a brainstorm doesn’t always land the same way in the wild.

Thinking long-term? Start strong by securing your My.INC domain today.