Finding a name for your startup – 7 creative routes to the perfect name

Before brainstorming, clarify: which problem do you solve? Which target audience do you address? What emotion should the name trigger? Write down 5–10 keywords that describe your project. Looking at competitors helps too – what words come to mind for them, and how do you want to be different?

Tools like namelix.com, ChatGPT, and looka.com/business-name-generator generate name ideas from your keywords. Combine: input keywords, a style (modern, elegant, techy), and optionally generate a logo at the same time. Beware of complexity – a single letter logo works perfectly too, as our logo guide shows.

Sometimes a clever double meaning or inspiring metaphor does the job: visual metaphors ('compass', 'rocket', 'bridge'), word blends (Spotify = Spot + Identify), Latin or Greek roots, or insider terms from your industry. Browsing Reddit for language your target audience actually uses is a surprisingly effective inspiration source.

Is the domain still available? Check namecheckr.com, GoDaddy, or Ionos. Social media handles should also be free – LinkedIn, Instagram, Facebook, TikTok, and X. Check everything at once with a tool like namecheckr.com before falling in love with a name that's already taken everywhere.

Can the name be spelled and pronounced intuitively? Have friends and outsiders guess – you'll quickly see whether it sticks or leads to misunderstandings. Be careful if your team thinks in English but your audience doesn't (or vice versa) – the same name can be read very differently across languages.

Search for similar names in TMView (tmdn.org) and check the DPMA register for identical entries. Look in the WIPO Global Brand Database to see which classes competitors in your sector have registered. The EU trademark classification assistant TMclass (europa.eu) helps identify the right classes for your brand. Trademark registration is worth getting legal advice for – various funding programmes can support this.

Imagine pitching in front of a jury: does the name come across clearly? Does it fit your vision? A good test: how does it look in a logo, on a business card, in the app store? If you can picture it on stage and it still feels right – you may have found your name.