How to come up with a business name

How to Come Up with a Good Business Name

There are no strict rules for what a brand name can or cannot be. Great business names come in all forms—some grounded in logic, others born from creativity or chance.

Take Adidas, for example: it’s a blend of the founder’s nickname and a few letters. Xerox, on the other hand, comes from xerography, the technical term for the dry-copying process. Some names are clever misspellings—like Lyft or Beehiiv—while others are compound words like Facebook or YouTube. Some, like Exxon or Kodak, are entirely made up but designed to be catchy and ownable.

What Makes a Name "Good"?

A good brand name doesn’t follow a single formula, but the most effective ones often share a few traits:

• Memorable – It sticks in people’s minds.
  
  

• Distinctive – It stands out from the competition.
  
  

• Concise – Shorter names are easier to recall, though this isn’t a hard rule.
  
  

• Intriguing – It invites curiosity and engagement.
  
  

• Easy to Spell and Pronounce – Simplicity aids discovery and recall.
  
  

• Flexible and Malleable – It can grow with your business and adapt to new markets or products.
  
  

• Makes Sense – It aligns with your brand’s tone, message, or mission.
  
  

Ways to Come Up With a Great Name

1. Brainstorm Freely

Start with a massive idea dump. Write down every name, word, phrase, and association that comes to mind when you think about your business, product, or values. Don’t self-edit too early.

2. Explore Marketplaces and Brand Portfolios

Check domain name marketplaces and branding agencies for inspiration. Browse through venture capital portfolios and startup platforms like Product Hunt, Indie Hackers, and AngelList to see what others are naming their companies. These real-world examples can spark ideas or help identify trends.

3. Use Crowdsourcing

Platforms like Squadhelp (Now Atom.com), Naming Force, or even Reddit communities (like r/startups or r/Entrepreneur) allow you to crowdsource creative input and test public reaction. You can also use other social platforms for crowdsourcing such as Twitter which has an active startup centric crowd and/or LinkedIn which is known for having many founders and business professionals who may also have a penchant for brand naming. 

4. Try Name Generators and Brandable Domain Name Marketplaces

Tools like Namelix, NameSnack, BrandBucket or Brandpa can help you generate name ideas based on keywords, themes, or even desired emotional tones. AI-assisted tools can spark ideas you might not have thought of on your own. Even though they were already mentioned for crowdsourcing, Squadhelp (now Atom.com) also serves as a domain name marketplace

5. Secure the Domain Name

While a .com is still the gold standard, don’t let it be a deal breaker. Many successful startups launched with alternative extensions like .io, .co, .ai, .xyz, and others. A strong brand can flourish on any domain if the name resonates.

Final Thoughts: Don’t Overthink It

Yes, your name matters—but don’t let it paralyze you. Too many founders get stuck in the naming phase, chasing the “perfect” name instead of building the actual product or service.

Remember: a name becomes great after your product proves itself. Take these examples:

• Google was once called BackRub.
  
  

• Pepsi started as Brad’s Drink.
  
  

• Instagram began as Burbn.
  
  

You can always pivot, rename, or rebrand. What matters most is building something valuable and meaningful.

Need help finding a brandable name with the domain included? Let FlyingStart be your partner in discovering a name that speaks to your vision—and sticks with your audience.