Start with a story, not a list
A name has to carry a story you can tell in one breath. Before brainstorming a single word, write three sentences about what the company believes and how it should feel to customers.
If you can’t describe the feeling, you can’t judge the name.
Rule of thumb
Share those sentences with everyone who will vote. It turns taste arguments into “does this fit the story?”
Generate in territories
Split ideas into territories — descriptive, metaphor, invented, founder-led — and generate at least thirty names in each. Quantity first; judgement later.
Set a timer for twenty minutes per territory and ban the word “no” until it rings.
Try this
Territories stop the team from circling one good idea and missing better ones.
Say it out loud
Names live in conversation. Say every shortlisted name on a phone call, spell it to someone, and type it into a search bar. Anything that needs explaining loses.
If three people misspell it after hearing it once, it’s out.
Our rule
Check how it sounds in every language your customers speak — including slang.
Check before you fall in love
Run a quick trademark search, domain check and social handle check on your top ten before anyone gets attached. It saves painful conversations later.
Trademark classes · .com or a strong alternative · Handles · No unfortunate meanings.
Checklist
For anything you’ll invest in heavily, get a trademark lawyer to confirm. It costs far less than a rebrand.
Decide with criteria
Score the final three against the story, sound, availability and stretch. Then let one person make the call. Naming by committee produces names nobody hates and nobody loves.
Story fit · Ease of saying · Availability · Room to grow.
Our structure
Live with the winner for a week before announcing it. Good names grow on you; weak ones fade.