Start With Psychology, Not Keywords
Humans remember stories better than strings. A name that evokes an image (firefly, evernote) or a feeling (happyfox) will stick longer than exact-match keywords like cheapshoesstore.
The 5-S Rule
- Short – ≤12 characters if possible.
- Simple – no quirky spellings.
- Sound – easy to pronounce in every major language.
- Sticky – creates a mental picture.
- Safe – no trademark conflicts.
Word-Play Techniques
Portmanteaus: Snap + Chat = Snapchat. Affixes: Add a vivid prefix (get, go, hey) or suffix (-ly, -ify, -able). Metaphors: MailChimp (email marketing via playful primate). Foreign spices: Use short Latin or Esperanto roots for universal feel.
Availability Hacks
Instead of spam-checking one name at a time, bulk-search 50-100 variants in a spreadsheet using registrar APIs or tools like NameMesh and LeanDomainSearch. When you find a candidate, grab the Twitter, Instagram and TikTok handles immediately—even if you won’t use them for months.
Audience Testing
Read the name out loud on a phone call, send it as a voice note, and ask ten people to spell it back. If more than two fail, kill it. Run a $20 Google Survey targeting your ideal demographic; ask “Which brand would you trust more?” and rotate two name options. Data beats gut feeling.
Localization vs Global Ambition
If you plan to cross borders, make sure the word is not rude in Spanish, Hindi or Mandarin. Check Urban Dictionary for slang spins. Ford’s Pinto failed in Brazil because the word means “tiny male anatomy”—a costly oversight.
SEO & Brand Balance
Exact-match domains like bestlawyerboston.com used to rank on autopilot; today Google’s E-E-A-T model rewards brands over strings. A brandable name earns natural backlinks because people cite Airbnb, not cheapvacationrentals.
Final Checklist Before You Buy
- .com available or attainable via aftermarket (<$2 k)?< li>
- Social handles free or purchasable?
- No active trademark in Madrid Protocol countries?
- Passes radio test (spelled correctly when heard)?
- Looks good in lowercase logo?
If you tick all five, smash the register button before someone else does.