How to Choose the Perfect Name
10 practical tips that separate forgettable names from unforgettable ones.
1. Keep it short
The best names are 1-3 syllables. Google, Apple, Nike, Uber. Short names are easier to remember, spell and type into a browser. If your name needs explaining, it is too long.
2. Make it easy to spell
Clever misspellings (Lyft, Flickr) can work for tech companies, but for most businesses, if someone cannot spell your name after hearing it once, you will lose them. Say it out loud to five people and ask them to write it down.
3. Check the domain
Before falling in love with a name, check if the .com (or .co.uk) is available. If not, consider whether you can add a prefix (get, try, use) or choose a different extension. A taken domain is not a dealbreaker but it adds friction.
4. Avoid trends
Names that end in -ly, -ify or -io were trendy in 2015. They already feel dated. Choose something that will not scream a specific era in ten years.
5. Say it out loud
Does it sound good? Is it awkward to say in conversation? "I found it on [name]" should roll off the tongue. Avoid names that sound like other words or have unintended meanings.
6. Check social handles
Your name should be available (or close) on Instagram, Twitter/X and TikTok. Consistent handles across platforms build trust and make you easier to find.
7. Think about the logo
Can you visualise a simple, clean logo? Names with strong first letters (K, X, Z) or symmetry work well visually. Names that are very long or have many ascenders/descenders are harder to design for.
8. Avoid geographic limits
Unless you are deliberately local, avoid names that tie you to one place. "Manchester Web Design" limits you to Manchester. If you might expand, keep the name flexible.
9. Test with real people
Share your top 3 names with friends, family and strangers. Ask them what the business does based on the name alone. If they are completely wrong, the name might not communicate what you need.
10. Trust your gut
After all the analysis, if a name excites you, that matters. You will be saying it thousands of times. You will build a brand around it. If it does not make you feel something, keep looking.