1. How does a naming project work?
Briefing, naming strategy, a long list of ideas, selection against clear criteria, linguistic, trademark and domain checks of the favourites, and a shortlist of 3–5 names.
2. What makes a good startup name?
It is easy to pronounce and remember, clearly different from competitors, works in your target languages and is available as a trademark and domain.
3. Does it have to be a .com?
Not necessarily. Internationally .com often matters, locally a country domain such as .co.uk, .ch or .de is enough. Alternatives such as a prefix or suffix are possible.
4. Does the agency file the trademark?
The agency does a preliminary search. Legal clearance and filing are done by a trademark attorney or by you at the relevant trademark office.
5. Where do I register a trademark?
At the national office, e.g. UKIPO (UK), USPTO (US), IGE (Switzerland), DPMA (Germany) or INPI (France) – or at the EUIPO for the whole EU.
6. Does an EU trademark cover Switzerland and the UK?
No. Switzerland is not part of the EU, and since Brexit an EU trademark no longer covers the UK. Separate filings are needed there.
7. What is a linguistic check?
Checking whether the name works in the languages of your target markets: pronunciation, meaning and unwanted associations.
8. How many names will I get to choose from?
Typically 3–5 screened names on the shortlist, derived from a much longer list of ideas.
9. How long does naming take?
Usually 4–6 weeks. Legal clearance and registration of a trademark can take several months afterwards.
10. What is corporate wording?
A guide to your brand's language: tone, terms, do's and don'ts – so the whole team writes consistently.
Service page: Naming & corporate wording →
A proposal, not questionnaires
Describe your project once – we forward it to the ideal agency.