Contrary to common startup wisdom, Lexicon Branding's president argues that the URL should be the least important constraint in the naming process. He claims consumer research shows people view URLs as a functional address, like a zip code, and their importance is often overestimated by founders and investors.
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The Browser Company's old-fashioned name was initially a signal of original thinking. However, once 50-100 other startups copied the convention, it became an 'anti-signal' for unoriginality. This demonstrates how a unique branding strategy can quickly become devalued through imitation, punishing followers and even the originator.
Instead of perfecting a name before launch, branding agency Lexicon suggests startups should consider a rebrand as they approach their Series A funding. By this stage, the company has a much clearer understanding of its identity, market, and long-term direction, allowing for a more strategic and durable naming decision.
The name "Dollar Shave Club" was chosen for its functional clarity, immediately communicating the value proposition: affordable razors via subscription. This strategy removes ambiguity and allows potential customers to understand the business on first contact, a crucial advantage for a new market entrant.
When building an AI app, a .com domain is still the gold standard for trust and authority, analogous to prime real estate. While a .ai domain is trendy and relevant ('Williamsburg'), the .com carries more weight for SEO and brand credibility, even for an app that lives within another platform like ChatGPT.
The competitor's name, 'Practice,' was a significant liability because it was impossible to search for, track mentions, or differentiate from other tools. This made organic marketing and competitive intelligence incredibly difficult, contributing to their lack of visibility despite being well-funded. A unique, searchable name is a marketing asset.
The brand name 'Manscaped' was acquired by founder Paul Tran as part of his personal hobby of collecting domain names for future brands. This fortuitous acquisition, followed by massive branding investment, allowed the company to own the verb for the category, akin to Kleenex for tissues.
Naming your business after its location (e.g., "Bend Fencing") can create a perception of longevity and deep local roots, even for a brand-new company. This simple trick builds immediate trust with customers who assume you're an established local player, bypassing early-stage credibility hurdles.
To name a brand effectively, first define the core emotional concept you want to convey. Founder Eric Ryan uses a 'jumping off word' to anchor the process. For his vitamin brand Olly, the word was 'friendly,' which provided a clear creative brief for an otherwise difficult task.
A strong, memorable .com domain acts as an immediate trust signal. Potential customers subconsciously assume that a company willing to invest in a premium domain is legitimate and serious, building credibility before they even engage with the product.
John Morgan deliberately chose 'forthepeople.com' because it also perfectly encapsulated his firm's mission and brand slogan. This strategy ensures every ad reinforces the core brand message, consolidating the URL, brand, and mission into a single, powerful, and easily remembered concept that never needs to be said twice.