Why the name matters more than the logo
A logo can be refreshed. A name that cannot be protected, is confused with a competitor or sounds embarrassing in a target language forces an expensive rebrand sooner or later. It pays to be thorough with the name – before logo, website and business cards are made.
What makes a good company name
- Protectable: distinctive rather than descriptive – «Swiss Software Ltd» can hardly be registered as a trademark
- Available: no similar trademark or company in your industry and markets
- Simple: easy to pronounce, spell and remember – also on the phone
- International: no negative meaning in the languages of your target markets
- Online: a suitable domain and social media handles are still free
- Future-proof: still fits when you add new products or countries
7 steps to a company name
- Clarify positioning: what should the brand stand for, for whom, and how should it feel – serious, playful, technical?
- Choose name types: descriptive (clear but hard to protect), derived or compound, metaphorical, or invented (easiest to protect, but needs marketing).
- Collect many ideas: 50–200 candidates are normal. AI tools and name generators help with brainstorming, but often suggest names that are taken or bland.
- Build a shortlist: rate 10–20 names against the criteria above – say them out loud, write them down, test them in a sentence.
- Legal pre-check: search trademark and company registers (see below).
- Language check: check meaning and pronunciation in all target markets.
- Secure it: register the domain, reserve social handles and file the trademark – ideally on the same day.
Checking a company name: registers you should know
| What to check | Where |
|---|---|
| Trademarks in the EU and many other countries | TMview |
| International trademarks | WIPO Global Brand Database |
| Companies and trademarks in the UK | Companies House and UKIPO trade mark search |
| Trademarks in the USA | USPTO trademark search |
| Companies and trademarks in Switzerland | Zefix and Swissreg |
| Domains and social handles | directly with a domain registrar and in the networks |
Your own search reveals obvious conflicts. Whether a name is similar enough to cause trouble is best judged by a professional – trademarks can conflict even when they are not spelled the same.
How much does professional naming cost?
| Service | Agency guide price (CHF) | Agency guide price (EUR) |
|---|---|---|
| Naming (company or product name) | CHF 4'600 – CHF 18'200 | €4,800 – €19,200 |
| Tagline / claim | CHF 1'200 – CHF 4'600 | €1,300 – €4,800 |
| Trademark, domain & social handle check | CHF 1'200 – CHF 3'800 | €1,300 – €4,000 |
| Linguistic check for target markets | CHF 800 – CHF 3'000 | €800 – €3,200 |
All prices excl. VAT. Agency figures = StartupBrander guide prices for professional branding agencies (market research, September 2026). Other ranges are rough market values and depend heavily on experience and scope.
A naming agency delivers not only ideas, but a checked shortlist with rationale, language check and preliminary rights clearance. More on the page Naming & corporate wording.
Typical mistakes when searching for a name
- Falling in love before checking: first logo and website, then the nasty surprise in the trademark register.
- Too descriptive: sounds clear, but cannot be protected and gets lost in search results.
- Only thinking of the .com: a free, protectable name matters more than the perfect domain.
- Team vote: names everyone likes are often the most boring. Define criteria first, then decide.
Start your brief
One brief instead of ten calls. Choose your services – the form only asks what matters for them.