Which type of brand name is right for my startup?
Branding Mar 31, 2019
Descriptive
Example: Match.com
Advice: Great as it immediately conveys what it is/does – only if you will never expand your product offerings – but limiting and hard to find a sound domain name
Metaphor
Example: Puma
Advice: Not a top choice as existing connotations, domain name difficulties and Search Engine results can quickly come in the way for a new company
Founder
Example: The Bill & Melinda Gates Foundation
Advice: Great if you are the brand, you already have a legacy and if you are Bill, and not Lance
Fabricated
Example: FINIEN
Advice: It’s genius, of course! In all seriousness, it is a great path, if easy to pronounce and recall, and backed by a great story
Acronym
Example: AOL (America On-Line, Remember?)
Advice: A solid option to sound like a larger company from the start; only if your customers can recall your letters and if you can get hold of a reasonable domain name (sorry, three- or four-letter combos are all sold out)
Fabricated x Acronym
Example: Wanelo (Want, Need, Love)
Advice: Great option if tied to a tag line – otherwise the same criteria applies as with Fabricated names
Creative Spelling
Example: Lyft
Advice: Don’t do it, it’s pure laziness – unless word of mouth is not important to you (Wait, you spell it just like Supply but with a v instead of the u?) and you cater solely to ages 18-28
Numeric
Example: 7-Eleven
Advice: Don’t do it out of laziness (I picked our street number, easy does it) as no one will recall it – do it only if you can create shared meaning (7-Eleven: open 7 – 11, 7 days a week) or showcase value (Social 123 – easy as 1-2-3). See my post on numeric names for details.
