Coming up with a unique company name is one of the hardest parts of starting a business. The stakes are high: the right name grabs attention, sticks in people’s minds, and sets the tone for everything your company represents. The wrong name? It gets lost in a sea of sameness or raises eyebrows for the wrong reasons.
Some entrepreneurs sit on a name for months. Others scramble to register a domain before someone else takes it. If you’re in either camp—or stuck somewhere in between—this post is for you. Let’s break down practical, creative, and lesser-known ways to find a name that actually works.
Why Your Company Name Matters
Before we get into methods, here’s why naming is worth taking seriously:
• First impressions: Your name is the first thing people hear or see. It sets expectations.
• Searchability: A name that’s too generic is hard to rank for online. A unique one? Easier to own.
• Brand consistency: The right name aligns with your brand’s tone, mission, and future vision.
• Legal and domain availability: Unique names make it easier to secure trademarks and online real estate.
1. Start With Your Core Identity
Your company name should reflect who you are or what you solve.
Ask yourself:
• What problem do we solve?
• What emotion do we want to evoke?
• Who do we serve, and how do they talk?
• Are we playful, serious, disruptive, elite?
Write down five to ten keywords tied to your answers. Don’t worry about how they sound. You’re building raw material.
Example: A startup offering clean, plant-based energy drinks might write down: natural, clean, refresh, fuel, focus, vegan, green, sustainable.
Use this as a lens. Any name you consider should somehow echo this identity.
2. Look at Language Differently
A great way to find name inspiration is to zoom out and explore how language can be bent or combined.
Wordplay
Puns and plays on words can be clever—if they’re not forced.
Examples:
• Hair Force One (barbershop)
• Lord of the Fries (food truck)
• Bread Zeppelin (sandwich shop)
Just be cautious. Wordplay can date fast or fall flat internationally.
Portmanteaus
These are mashups of two words. Done right, they’re snappy and original.
Examples:
• Pinterest (pin + interest)
• Groupon (group + coupon)
• Spotify (spot + identify?)
Try mashing up your keywords with verbs, emotions, or industry terms. There’s no formula. It’s trial and error.
Foreign Languages
Look into Latin, Greek, Japanese, or lesser-known dialects tied to your origin or brand ethos. Be cautious of misappropriation, but language mining can unlock fresh sounds and meanings.
Examples:
• Verve (Latin origin, means energy)
• Lululemon (invented, but sounds vaguely exotic)
Avoid anything difficult to pronounce or spell.
3. Dig Into Story and Metaphor
Storytelling sells. A name rooted in metaphor or narrative stands out because it triggers curiosity.
Mythology
Pull from myth, legend, and ancient history.
Examples:
• Nike (Greek goddess of victory)
• Oracle (ancient seer)
It’s timeless, especially if your brand aspires to something bold.
Nature and Science
Nature is full of strong metaphors. Animals, weather, minerals, and celestial bodies all carry emotional weight.
Examples:
• Amazon (massive, wild, dominant)
• Blue Origin (space-focused, “origin” suggests purpose)
Science terms can signal precision, innovation, or transformation.
Examples:
• Atom Tickets
• Quora (invented, but sounds like “core” or “quorum”)
Think of what symbols, phenomena, or forces parallel your mission.
4. Use Naming Agencies
A well established naming agency can help structure your requirements and will work on well thought of names taking inspiration from varied sources.
Run your keywords through them and see what patterns emerge.
5. Browse Books, Maps, and Obscure Resources
If your name isn’t coming from inside your business, look outside it.
Literature and Fiction
Scan poetry, fantasy novels, or science fiction. The best writers invent memorable words and character names that ooze personality.
Examples:
• Zappos (from “zapatos,” Spanish for shoes)
• Hulu (from Mandarin, with multiple meanings)
Avoid direct copies of copyrighted names, but pay attention to rhythm, tone, and style.
Maps and Atlases
Places can be powerful. Look for geographic features, historical towns, or ancient trade routes.
Examples:
• Patagonia (region in South America)
• Adobe (type of clay, also a city name in New Mexico)
Place names often feel established, even if you’re brand new.
6. Tap Into Personal History
Sometimes the best names are hiding in your own story. Childhood memories, family names, inside jokes, or formative experiences can unlock something honest and real.
Ask:
• What was the name of my childhood street?
• What word did I always mispronounce as a kid?
• What phrase stuck with me from a mentor, coach, or grandparent?
This route tends to yield names with warmth and personality—perfect for service brands, lifestyle startups, or solo creators.
7. Think Visually
You’re not just naming a company. You’re building a brand system.
Imagine the name as a logo, social handle, or podcast intro.
Ask:
• Will this look good in lowercase or uppercase?
• How does it sound out loud? Will people misspell it?
• Can it stand alone without explanation?
Run it through a visual and auditory filter. A name that’s hard to say or type won’t scale.
8. Test for the Big Three: Trademark, Domain, Social
No matter how good a name is, it’s useless if it’s taken.
Before you get attached:
1. Search USPTO (or your country’s trademark database)
2. Check domain availability — prioritize .com, but .co or .io can work for tech or startups
3. Claim social handles — even if you don’t plan to use them right away
Also, Google the name with modifiers: “brand,” “company,” “product,” “app.” See what comes up. Avoid legal fights and confusion by being original.
9. Get Feedback, But Don’t Crowdsource
Validation is key—but be strategic.
Don’t post a poll with five names and let the internet vote. Instead, ask a few trusted people:
• What does this name make you think of?
• How would you spell it?
• Would you remember it a week from now?
Watch for hesitation. If people say “interesting,” that’s code for “meh.” You want clarity and emotion.
10. Be Patient. But Know When to Commit.
Naming can take a week or a month. Don’t rush it, but don’t let it stall your momentum either.
You’ll find a “perfect” name with patience. You want something strong, available, and good enough to build around.
Sleep on it. Say it out loud in conversation. Mock up a fake logo or business card. If it holds up across time and formats, go with it.
15 Real-World Name Sources to Explore
Here’s a cheat sheet of unexpected places to find naming inspiration:
1. Airport codes – Three-letter combos can be catchy.
2. Old dictionaries – Outdated words still carry power.
3. Botanical books – Great for wellness or organic brands.
4. Astronomy charts – Planet and star names = intrigue.
5. Board games – Full of unique invented terms.
6. Antique ads – Vintage brand language is full of gems.
7. Obscure movie characters – Watch for hidden cult classics.
8. Graffiti or street art – Raw, edgy name styles.
9. Patent archives – See how inventors named things.
10. Early web 1.0 companies – Pre-social media simplicity.
11. Norse and Celtic mythology – Strong, moody tones.
12. Local slang – Regional flavor adds uniqueness.
13. Jazz and blues records – Names with rhythm.
14. Science textbooks – Diagrams and Latin roots galore.
15. Video game lore – Often rich in invented language.
A Good Name Grows With You
Your name is a foundation, not a cage. Some of the world’s biggest brands—Google, Apple, Amazon—meant very little before the companies gave them meaning.
The real work is what you do under that name. Don’t overthink it into paralysis. But do take it seriously enough to explore beyond the obvious.
A unique name won’t guarantee success. But it will help people remember you—and that’s half the battle.