The Ultimate Guide to Choosing the Perfect Company Name: Strategies That Drive Success
Your company name is more than just a label—it's your first impression, brand foundation, and marketing asset rolled into one.
Key Takeaway
A great company name should be memorable, meaningful, and marketable. It should reflect your brand values while being easy to pronounce, spell, and remember.
When Steve Jobs and Steve Wozniak were brainstorming names for their computer company, they considered everything from "Executek" to "Matrix Electronics." But it was the simple, approachable name "Apple" that stuck—a name that would become one of the most valuable brands in the world.
Your company name is often the first interaction potential customers have with your brand. It appears on business cards, websites, marketing materials, and in conversations. Getting it right can accelerate your success, while getting it wrong can create unnecessary obstacles.
Why Your Company Name Matters More Than You Think
First Impressions
Your name creates immediate associations and expectations about your business
Marketing Asset
A memorable name reduces marketing costs and increases word-of-mouth referrals
Legal Protection
The right name can be trademarked and protected as intellectual property
The 7 Essential Strategies for Naming Success
1. The Descriptive Approach
Names that clearly describe what your business does. Examples: General Motors, American Airlines, The Home Depot. Best for: Traditional industries where clarity trumps creativity.
2. The Invented Word Strategy
Create entirely new words that become synonymous with your brand. Examples: Google, Kodak, Xerox. Best for: Tech companies and innovative products that want to own their category.
3. The Metaphorical Method
Use names that suggest qualities or benefits through metaphor. Examples: Amazon (vast selection), Nike (victory), Apple (simplicity). Best for: Brands wanting to convey specific emotions or attributes.
4. The Founder's Name Approach
Using the founder's name builds personal connection and trust. Examples: Ford, Disney, McDonald's. Best for: Service businesses and companies where personal reputation matters.
5. The Acronym Strategy
Abbreviations that become brands in their own right. Examples: IBM, BMW, KFC. Best for: B2B companies and established businesses with long descriptive names.
6. The Geographic Connection
Names that reference location or origin. Examples: Southwest Airlines, Bank of America, Patagonia. Best for: Regional businesses or companies wanting to emphasize heritage.
7. The Combination Technique
Blend words or concepts to create something new. Examples: Microsoft (microcomputer + software), Facebook (face + book). Best for: Tech startups and companies combining different concepts.
The Ultimate Company Name Checklist
Common Naming Mistakes to Avoid
- • Being too literal: "Bob's Plumbing Services" tells you what they do but isn't memorable
- • Following trends blindly: Adding "ly" or "ify" to everything gets old quickly
- • Ignoring international implications: Names that work in English might have negative meanings elsewhere
- • Making it too complex: If people can't spell it, they can't search for it
Ready to Name Your Company?
Choosing the perfect company name is both an art and a science. It requires creativity, strategic thinking, and careful research. At StartupRunway, we've helped hundreds of entrepreneurs navigate this crucial decision, combining market research with creative brainstorming to find names that truly work.
Need Help Naming Your Company?
Our branding experts can guide you through the entire naming process, from brainstorming to trademark research.