8 Reasons to Invest In Your Startup’s Name

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When getting your startup off the ground, you’re likely overwhelmed by the sheer size of your to-do list. Between putting the finishing touches on your strategy, hiring top talent, and attracting investors, you may decide to simply choose the first name for your startup that comes to mind. One less thing on your to-do list, right?

As tempting as it may seem to write off the naming process, putting time and resources towards finding the perfect name for your startup may help ensure your success in the future. Here are eight concrete reasons to invest in a good brand name:

1. Make a good first impression

The importance of first impressions cannot be understated in today’s competitive business environment, and your name is the first impression your company will make on potential customers.

2. Capture attention

Today’s average consumer is overwhelmed with companies and products all vying for their attention and business. A name can allow you to stand out from a sea of competing products to captivate your customer and drive sales. IBM, DEC, HP, MassComp … Apple.

3. Connect with your customers

Your name is your first and most enduring connection to your customers. You want your company to connect with your ideal customer. Whether you’re intending to convey a meaningful idea (PayPal), hint at a user experience (Twitter), foster curiosity (Uber), or convey a lifestyle (Tommy Bahama)–your name can make instant connections.

4. Build buzz

Names that are hard to say don’t get discussed. When we can process a piece of information easily, we develop a natural affinity for it over something more challenging to comprehend. If you want to be the talk of the town, ensure people can easily recall and repeat your name.

5. Make sales

We’ve all had those moments when we’re desperately trying to recall the name of a business. If we don’t remember it quickly, when we need it, then that company has lost a potential sale.

6. Be front-of-mind

You want your brand to be the first thought of when your audience has a problem to be solved. If your customers have your name at the front of their mind, they’ll be much more likely to return to you again and again.

7. Boost referrals

When a customer is trying to recall the name of your products in a conversation with friends, you want them to remember your name immediately. Organic customer referrals are one of the most rewarding sources of revenue, and creating a remarkable name is the first step to encouraging referrals.

8. Attract talent

Capture your idea in a single word – a name – and you’ll not only have far greater chances of succeeding and boosting your revenue, but you’ll also be creating something people are excited to join. Let your awesome brand name motivate you every day and let it attract great talent, too.

Clearly, your startup’s name can be quite powerful, so take the time to craft a name that is truly evocative great – your startup will thank you in the long run.

How did you come up with your startup’s name?
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Grant Polachek
Grant Polachek
Director of Marketing at

Grant Polachek is the Director of Marketing at Squadhelp – transforming the way names and taglines are developed by combining an affordable agency-level brainstorming process with the unmatched creativity of “the crowd.” His book How to Develop the Perfect Name for Just About Anything is available to Startuppers.biz readers for free.


  1. Great blog post. I would also add if you are in not english speaking country you should create your name multilangual. So it can be understand in your country and also in english speaking part of the world. My example was nanoRobotek, which was understandable in my country and also in english speaking countries.

  2. Great article Grant Polachek Yes it’s definitely all in the name. The easier it is to remember the easier it is to spread, Most people take 5 or more times seeing or hearing before they make a purchase. So if the name is created for ease of use, then hopefully the buying process will become quicker.

  3. Good article. Also as part of having a memorable business, consider asking for boutique phone and fax numbers that are easy to remember and dial. At one time I had a business number of 310-410-8100 (great for one finger dialing on a cell phone) and the fax number was 310-410-8110. A good logo helps as well. You can use the business name as a logo with stylistic fonts and spacing.

    Last but not least, for International naming make sure the translation is not something negative in the foreign country. GM wanted to market the Chevy NOVA in South America. In the spanish speaking countries NOVA meant “NO GO.”

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