Random brainstorming produces weak names. Frameworks produce trademark-strong, memorable options in 2 hours vs 2 months. Follow proven naming methodologies used by Stripe, Airbnb, and Shopify founders.
The Portmanteau Method
Combine two words into one. "Groupon" (Group + Coupon). "Microsoft" (Microcomputer + Software). "Pinterest" (Pin + Interest).
Rules: Use first syllable of word 1 + last syllable of word 2. Must be pronounceable. Must not sound like existing word with negative meaning.
Portmanteau Generator Method
List 10 words describing your product. List 10 words describing customer benefit. Mix and match: [Product Word 1-2 syllables] + [Benefit Word 1-2 syllables].
Example: Product words (Data, Cloud, Sync, Flow). Benefit words (Fast, Smart, Easy, Pro). Combinations: DataFlow, SyncSmart, CloudPro, FlowFast. Test 20 combos, keep 5.
The Metaphor Strategy
Amazon (vast selection like rainforest). Oracle (predicts future like ancient oracle). Salesforce (powerful like sales military force).
Metaphor advantages: Emotionally resonant. Easy to visualize. Trademark-strong (not descriptive). Expandable (Amazon started books, metaphor allowed expansion).
Metaphor names must be instantly understandable. "Amazon" works (everyone knows rainforest). "Xeriscus" fails (no one knows what that is). Choose universally-known metaphors.
Metaphor Categories That Work
Nature: Evergreen, Summit, River, Granite. Powerful imagery, universal recognition.
Mythology: Apollo, Atlas, Hermes, Nike. Aspirational, heroic associations.
Architecture: Cornerstone, Foundry, Anvil, Keystone. Solidity, craftsmanship.
Astronomy: Nova, Orbit, Zenith, Pulsar. Future-focused, tech-friendly.
Founder Name Integration
Your name in brand? Works if: Short last name (Ford, Dell, Bloomberg). Unusual name (Bezos → Amazon, not BezosCo). Expertise positioning (law firms, consultancies).
Avoid: Long names (Wojcicki), common names (Smith Solutions), difficult spelling (Krzyzewski).
The Hybrid Approach
Last name + descriptor. "Goldman Sachs," "Morgan Stanley," "Wells Fargo." Prestige of personal name + clarity of offering.
Modern version: "Warby Parker" (two founders' names), "Ben & Jerry's" (two founders' first names). Personality + partnership signal.
Misspelling Strategy
Intentional misspellings: Lyft (Lift), Fiverr (Fiver), Tumblr (Tumbler), Flickr (Flicker). Why? Trademark availability + domain availability.
Rules: Misspelling must be obvious. Pronunciation stays same. Must feel intentional, not accidental. "Lyft" works. "Bizness" feels cheap.
Misspelling costs 15-20% direct traffic. Users type correct spelling, land on competitor or parked domain. Only use if domain/trademark for correct spelling unavailable AND your marketing budget covers lost traffic.
The Invented Word Framework
100% made-up: Xerox, Kodak, Verizon, Accenture. Maximum trademark strength. Zero dictionary meaning = zero descriptiveness rejection.
Formula: Hard consonant + short vowel + hard consonant + vowel + hard consonant. Example: "Kapex," "Tivlo," "Nexco," "Bravix."
Testing Invented Words
Show invented name to 10 people. Ask them to spell it after hearing once. If under 60% spell correctly, it's too ambiguous. "Lyft" passes (80%+ get it right). "Xythos" fails.
Pronunciation test: 10 people read name without hearing it first. If under 70% pronounce correctly, too complex. Simplify.
The Acronym Approach
IBM (International Business Machines), KFC (Kentucky Fried Chicken), HBO (Home Box Office). Works when: Full name too long. Acronym pronounceable or memorable.
Modern problem: All good 2-3 letter acronyms taken. "FB" = Facebook. "MS" = Microsoft. "AI" = hundreds of companies. Generic acronyms = weak trademarks.
When Acronyms Fail
Avoid: Meaningless acronyms (QXYZ Corp). Unpronounceable (BGHTL). Identical to existing brands (AIG, ADP, AON - all insurance/finance).
Alternative: Make acronym pronounceable word. "IKEA" (Ingvar Kamprad Elmtaryd Agunnaryd - pronounceable). "NASDAQ" (National Association of Securities Dealers Automated Quotations - pronounceable).
Geographic Integration
City/region in name? Works for: Local services (Austin Plumbing). Prestige locations (Silicon Valley Bank). Regional pride (Texas Roadhouse).
Avoid for: Scalable products (restricts expansion). International ambitions (locks you to US geography). Investor-backed startups (VCs hate geographic limits).
Geographic names cost 40% more to rebrand when expanding beyond region. "New York Pizza" works in NYC, fails in Chicago. Choose geography only if business truly local.
The Benefit-First Method
Name describes customer outcome. "Salesforce" (empower sales). "Workday" (manage work). "ServiceNow" (service immediately).
Formula: [Customer Benefit] + [Domain/Category]. Examples: "InstantCheckout," "FastApproval," "ClearContracts," "QuickBooks."
Benefit-First Pitfalls
Over-promise: "InstantApproval" better deliver instant approval or face customer backlash. "AlwaysOn" can't have downtime.
Descriptiveness: "Fast Shipping" = too descriptive for trademark. "ShipFast" = borderline. "Shiprocket" = metaphor, trademark-strong.
Negative Space Naming
Identify what competitors call themselves. Choose opposite. 20 competitors use "Solutions," "Systems," "Tech"? You use metaphor.
Differentiation through contrast. Industry full of formal names (Morgan Stanley, Goldman Sachs)? Choose casual (Chime, Robinhood). Industry casual? Choose formal.
The Customer Language Method
Listen to how customers describe their problem. Use their words. "Slack" (workplace communication tool) came from "searchable log of all conversation and knowledge."
Process: Interview 20 customers. Ask: "How do you describe this problem to colleagues?" Extract common phrases. Look for naming opportunities in their vocabulary.
Insider Language
Industry jargon names work if: Everyone in industry knows term. Creates insider credibility. Doesn't confuse end-users.
Example: "Asana" (yoga pose, also project management term). "Heap" (data structure, also analytics platform). Insider knowledge signals expertise.
The Trademark-First Framework
Don't fall in love with unregistrable names. Search USPTO TESS database BEFORE brainstorming. Identify trademark-free naming patterns.
Search results show: "Apex" + [anything] = saturated. "Quantum" + [anything] = saturated. Avoid oversaturated roots. Find trademark-clear word combinations.
Trademark Lens verifies name availability across USPTO trademarks, domains, and business registries - so you can brainstorm names you can actually own and protect.