A business name is a decision you’ll live with for years. Bad names create friction. Good names become invisible—they just work. Here’s how to generate options and evaluate them objectively.
The Name Rating Framework
Score each name candidate on these 10 criteria (1-10 scale):
1. Pronounceability (Weight: High)
Can someone say it correctly after reading it once?
| Score | Criteria |
|---|---|
| 10 | Obvious pronunciation, single stressed syllable |
| 7-9 | Clear pronunciation, familiar patterns |
| 4-6 | Requires a moment to figure out |
| 1-3 | Ambiguous, multiple valid pronunciations |
Examples:
- Stripe (10) - Instantly clear
- Shopify (8) - Shop-i-fy, obvious
- Xiaomi (4) - Western audiences struggle
2. Spellability (Weight: High)
After hearing it, can someone type it correctly?
| Score | Criteria |
|---|---|
| 10 | No ambiguity, common letter patterns |
| 7-9 | Minor potential confusion (ie/ei, single/double letters) |
| 4-6 | Unusual spelling, silent letters |
| 1-3 | Homophones, non-obvious spellings |
Examples:
- Slack (10) - No confusion possible
- Flickr (6) - Missing ‘e’ causes issues
- Lyft (5) - Lift vs Lyft confusion
3. Memorability (Weight: High)
Will someone remember it after one exposure?
| Score | Criteria |
|---|---|
| 10 | Sticky, creates mental image |
| 7-9 | Distinctive, easy to recall |
| 4-6 | Forgettable but not problematic |
| 1-3 | Generic, blends with competitors |
Examples:
- Mailchimp (10) - Vivid, memorable image
- Intercom (7) - Clear but less distinctive
- TechSolutions Pro (2) - Instantly forgettable
4. Brevity (Weight: Medium)
How many syllables and characters?
| Score | Syllables | Characters |
|---|---|---|
| 10 | 1-2 | 4-6 |
| 7-9 | 2-3 | 7-10 |
| 4-6 | 3-4 | 11-14 |
| 1-3 | 5+ | 15+ |
Examples:
- Zoom (10) - 1 syllable, 4 characters
- Salesforce (6) - 3 syllables, 10 characters
- PricewaterhouseCoopers (1) - Too long
5. Distinctiveness (Weight: Medium)
Does it stand out from competitors?
| Score | Criteria |
|---|---|
| 10 | Unique in category and beyond |
| 7-9 | Different from direct competitors |
| 4-6 | Some similarity to others |
| 1-3 | Easily confused with competitors |
Examples:
- Notion (8) - Distinctive in productivity space
- HomeAway vs Airbnb (5) - Similar positioning
- “Mike’s Plumbing” in any city (2) - Zero distinctiveness
6. Domain Availability (Weight: High)
Is the .com available or affordable?
| Score | Criteria |
|---|---|
| 10 | Exact .com available for registration |
| 7-9 | Exact .com available for under $5,000 |
| 4-6 | Need modifier (get/try/use + name) |
| 1-3 | .com taken by competitor or squatter |
7. Trademark Clearance (Weight: High)
Can you legally protect it?
| Score | Criteria |
|---|---|
| 10 | No conflicting marks, highly distinctive |
| 7-9 | Clear in your category |
| 4-6 | Some risk, might need legal review |
| 1-3 | Existing marks in same/similar category |
Check USPTO, EUIPO, and Google before scoring.
8. Meaning/Association (Weight: Medium)
What does the name suggest?
| Score | Criteria |
|---|---|
| 10 | Evokes positive, relevant associations |
| 7-9 | Neutral or subtly relevant |
| 4-6 | Meaning unclear but not negative |
| 1-3 | Negative associations, unfortunate meanings |
Examples:
- Amazon (9) - Vastness, variety, nature
- Uber (7) - German for “above,” suggests superiority
- Ayds diet candy (1) - Unfortunate homophone
9. International Viability (Weight: Low-Medium)
Does it work across languages/cultures?
| Score | Criteria |
|---|---|
| 10 | Works globally, no negative meanings |
| 7-9 | Minor issues in obscure markets |
| 4-6 | Problems in significant markets |
| 1-3 | Offensive or problematic in major markets |
If you’re US-only, weight this lower. If global, weight higher.
10. Scalability (Weight: Medium)
Will the name still work as you grow?
| Score | Criteria |
|---|---|
| 10 | No category or geography limitations |
| 7-9 | Broad enough for adjacent expansion |
| 4-6 | Somewhat limiting |
| 1-3 | Locks you into narrow positioning |
Examples:
- Amazon (10) - Started with books, now sells everything
- Toys “R” Us (4) - Limited to one category
- Minnesota Mining and Manufacturing → 3M (9) - Successfully abstracted
Calculating Your Score
| Criteria | Weight | Score (1-10) | Weighted |
|---|---|---|---|
| Pronounceability | 1.5x | _ | _ |
| Spellability | 1.5x | _ | _ |
| Memorability | 1.5x | _ | _ |
| Brevity | 1.0x | _ | _ |
| Distinctiveness | 1.0x | _ | _ |
| Domain Availability | 1.5x | _ | _ |
| Trademark Clearance | 1.5x | _ | _ |
| Meaning/Association | 1.0x | _ | _ |
| International Viability | 0.5x | _ | _ |
| Scalability | 1.0x | _ | _ |
| Total | 12.0x | /120 |
Interpretation:
- 100+ = Excellent candidate
- 85-99 = Good, minor issues
- 70-84 = Acceptable, notable trade-offs
- Below 70 = Reconsider
Name Generation Techniques
1. Compound Words
Combine two relevant words:
- Face + Book = Facebook
- Drop + Box = Dropbox
- Snap + Chat = Snapchat
- Sales + Force = Salesforce
Exercise: List 20 words related to your product. Combine pairs. Check availability.
2. Portmanteau
Blend parts of words:
- Pin + Interest = Pinterest
- Group + Coupon = Groupon
- Motor + Hotel = Motel
- Breakfast + Lunch = Brunch
3. Invented Words
Create new words that feel right:
- Google (googol misspelling)
- Spotify (spot + identify, loosely)
- Skype (sky + peer-to-peer)
- Xerox (made up, feels technical)
Tips for invented words:
- Use familiar letter combinations
- 2-3 syllables work best
- End in vowels for friendliness
- End in consonants for strength
4. Real Words (Repurposed)
Take existing words, apply to new context:
- Apple (computers)
- Slack (workplace chat)
- Stripe (payments)
- Square (payments)
- Notion (productivity)
Warning: Real words are memorable but harder to trademark and SEO for.
5. Metaphors
Name represents what you do symbolically:
- Jaguar (speed, power for cars)
- Amazon (vast, everything)
- Oracle (knowledge, prediction)
- Safari (exploration, adventure)
6. Founder Names
Use personal names:
- Ford, Dell, Disney, Hewlett-Packard
- Modern: Warby Parker (fictional founders)
Works for personal brands, less for scalable tech.
7. Acronyms
From longer phrases:
- IBM (International Business Machines)
- BMW (Bayerische Motoren Werke)
- IKEA (founder initials + hometown)
Warning: Hard to remember until established. Better for large companies.
8. Misspellings
Intentional alterations:
- Tumblr (tumbler)
- Flickr (flicker)
- Reddit (read it)
- Lyft (lift)
Helps with domain availability but creates spellability issues.
Validation Steps
Before committing to a name:
1. The Phone Test
Call 10 friends. Say: “Check out [name].com”
Ask them to text you the URL. If more than 2 get it wrong, there’s a problem.
2. The Crowded Room Test
Imagine yelling your company name across a loud bar. Would people understand it?
3. The Logo Test
Can a designer create a distinctive logo? Some names have more visual potential than others.
4. The Email Test
Your email will be yourname@company.com. Does it look professional? Is it too long?
5. The 5-Year Test
Will you still like this name in 5 years? Does it allow for growth?
6. Social Media Audit
Check availability on:
- Twitter/X
- TikTok
- YouTube
Use Namechk or KnowEm for bulk checking.
7. Trademark Search
- USPTO (us.gov) - United States
- EUIPO - European Union
- WIPO Global Brand Database - International
- Google search for “[name] + your industry”
Common Naming Mistakes
1. Descriptive Names
“Cloud Computing Solutions Inc.” describes what you do but is forgettable and hard to trademark.
Fix: Use evocative names that suggest rather than describe.
2. Inside Jokes
Names that make sense to founders but not customers.
Fix: Test with people outside your circle.
3. Hard-to-Pronounce Foreign Words
Sounds sophisticated but creates friction.
Fix: If using foreign words, pick ones English speakers can intuit.
4. Limiting Geography
“Austin Web Design” works until you expand.
Fix: Use geographic names only for intentionally local businesses.
5. Trendy Suffixes
“-ly,” “-ify,” “-hub,” “-labs,” “-io” date quickly.
Fix: Aim for timeless over trendy.
6. Too Similar to Competitors
Causes confusion and potential legal issues.
Fix: Be distinctive, not derivative.
When to Compromise
Perfect names don’t exist. Know what matters most:
High-consideration B2B: Memorability and meaning matter less. Professional trust matters more.
Consumer apps: Memorability and pronounceability are critical. One-time word-of-mouth opportunities.
Local business: Clarity beats cleverness. “Smith Plumbing” works fine.
Personal brand: Use your name. Build equity in yourself.
Decision Time
You’ve generated 50 names. Scored the top 10. Now what?
- Eliminate anything scoring below 70
- Sleep on it - revisit after 48 hours
- Get feedback from 5 target customers (not friends/family)
- Check legal with a trademark attorney for top 3
- Commit - register domain, social handles, begin trademark filing
- Move on - the name decision shouldn’t delay launch by more than a week
The best name is one you commit to and build equity in. Airbnb, Google, and Uber seemed strange at first. Now they’re verbs.
Pick a name. Build the business. The name becomes great because of what you build, not the other way around.