Why Naming Feels Impossible
You’ve got your product. You’ve got a vision. Maybe even a logo.
But the name? The name is driving you insane.
Because naming a brand isn’t just a creative exercise — it’s an emotional one. It’s the first word people associate with your idea. The word that shows up in every pitch, every intro, every domain name search.
At DesignLabs, we’ve helped brands name everything from SaaS tools to lifestyle products. And while there’s no “magic formula,” there is a way to approach naming that saves you from total existential meltdown.
Here’s how we think about naming — strategically, creatively, and realistically.
Start With What the Name Needs to Do
Before you brainstorm, get aligned on purpose. Your name should (at minimum):
Be pronounceable (you’ll be saying it a lot)
Be memorable (or at least stick long enough to be Googled)
Match your tone (playful, professional, premium, etc.)
Avoid confusion (don’t sound like 10 other startups)
Survive a domain search (even if imperfect)
Notice what’s not on this list: “Must sound genius.”
Your brand name doesn’t need to win awards. It just needs to fit.
Think About Positioning First, Then Personality
We often break brand names into two axes:
Positioning (what space do you want to occupy?):
Serious or fun?
Literal or abstract?
Trendy or timeless?
Solo founder or company presence?
Personality (how should it feel?):
Calm? Confident? Edgy? Friendly?
Quietly cool or boldly direct?
Functional or emotional?
These filters help narrow down your options and stop the “everything sounds wrong” spiral.
3 Types of Names That Work Well for Founders
Conceptual Names
Example: Headspace, Airbnb, NotionEvokes an idea, feeling, or benefit
Often more abstract
Works well with storytelling
Functional Names
Example: Calendly, Dropbox, MailchimpTells you what it does
Easy to understand
Often paired with clever branding
Founder-Led / Personal Names
Example: Marie Forleo, Ali Abdaal, Design by ArjunGreat for creators and service brands
Builds trust fast
Doesn’t scale as easily, but very relatable
No type is “better” — it depends on your long game.
The Naming Process We Use
We follow a structured naming sprint with clients. Here’s a simplified version:
Step 1: Strategy
What’s the business model?
What’s the offer?
What are the brand values?
What does the audience need to feel?
Step 2: Creative Territory Mapping
We map broad creative spaces like:
“Clarity & Simplicity” (Lucid, Clearbit)
“Speed & Action” (Zapier, Sprint)
“Trust & Guidance” (Northstar, Anchor)
“Playful & Human” (Peach, Framer)
This gets our brains out of the “blank slate” mode.
Step 3: Word Bank Buildout
We generate 50–100 words. Not names. Words.
Synonyms, metaphors, emotional triggers. Then we mix, match, translate, twist.
Step 4: Shortlist + Screen
We run name ideas through:
Domain availability (not always .com!)
Social handles
Trademark check (basic)
Gut check: “Would I say this out loud?”
What If You’re Still Stuck?
Try these prompts:
What’s the opposite of what you’re building?
What’s a weird metaphor for your product?
What would your best customer nickname it?
Or use tools like:
Thesaurus.com (with weird filters)
Wordoid or Namelix (but edit ruthlessly)
Google Translate (other languages can inspire new twists)
Real Talk: No Name Will Feel Perfect at First
Most great brand names sound weird the first time. Slack. Zoom. Uber. Canva. They didn’t mean anything until people used them.
Give your name a chance to grow. It’s not sacred. It’s a tool — and it can evolve.
Final Thought: Don’t Let the Name Stop the Work
Yes, naming is important. But don’t let the search for the perfect name delay your product, your launch, or your message.
Choose something solid. Make it mean more over time.
Need help naming your brand?
We offer Naming Strategy Sprints designed to help solo founders and early-stage teams find their name fast — and confidently. Reach out or grab our Namestorming Workbook (coming soon in the Journal).
