5 Strategies for Compelling, Clickable Company Names
A company’s name is monumentally important. It’s the first introduction customers get to the firm’s offerings, positioning and competitive advantage. But, as you’ll see with these company naming examples, many founders find themselves under the constraint of naming with the website domain in mind.
When the Internet came to prominence around 1995, existing companies simply snatched up their .com company name. It was also acceptable to have a long URL, although it became quickly apparent this approach creates a poor customer experience and adversely affects SEO. Google itself recommends this best practice:
“Name length: We recommend short domain names, typically between 3 to 4 terms. Short domains are easier to remember and type, which helps users navigate directly to your site.”
So, check out these 10 company naming examples, showing five strategies companies have used to:
- Create a compelling name that resonates with customers
- Take advantage of a short, memorable domain name
| Strategy | 1. Creative Metaphor | 2. Unique Spelling | 3. Backwards Spelling | 4. Word Smash | 5. Top-Level Domain Change |
| Company Naming Examples | Google Tink | Houzz Punchh | Noom | StackBlitz JetBrains Linktree | TailoredAutomation.io People.ai |
Company Naming Examples:
1. Get Creative with Metaphors & Allusions
Google itself is a useful company naming example (although the company was re-named Alphabet in 2015). Google is now ubiquitous, like Kleenex. But when it was founded in 1998, think of how strange it must have sounded to users. Dictionary.com—which has a fortunate domain name, indeed!—gives the historical usage:
“The term google… is a creative spelling of googol, a number equal to 10 to the 100th power, or more colloquially, an unfathomable number. Googol was coined in the 1930s and is attributed to the nine-year-old nephew of American mathematician Edward Kasner.”
With its name, Google indicates that users will get a plethora of results. It’s a creative name with a rich meaning.
A pleasing company naming example of onomatopoeia, Tink is an open banking platform for Europe. Just saying the name out loud makes you think of coins dropping into a piggy bank. Tink was founded in 2012 and acquired by Visa in 2022.
Company Naming Examples:
2. Formulate a… Unique Spelling
Founded in 2009, Houzz connects homeowners with home improvement contractors. Clearly, this company naming example is the word “house,” but with a unique spelling that allowed owners Adi Tatarko and Alon Cohen to snag a catchy domain name. Officially:
“Houzz is a combination of the words ‘House’ and ‘Buzz’”
Continuing with the double-consonant ending, Punchh is a loyalty and engagement platform for companies like restaurants, convenience stores and retail brands. The name hearkens back to the days of punch-card loyalty marketing.
Company Naming Examples:
3. Spell it Backwards
Digital health company Noom decided to spell “moon” backwards. Noom President and co-founder Artem Petakov explains:
“the moon is calm, wise, and always there for the whole world. Plus, the name works in many languages.”
I imagine it was also helpful that the “noom.com” domain was available when the company started in 2008.
Company Naming Examples:
4. Smash Words Together Until Something Fits
These company naming examples seem to be particularly appealing to tech startups. Take StackBlitz, an online integrated development environment founded in 2018. The name implies the dev environment (stack) will be lightning fast, which fits with the company slogan, “Click. Code. Done.”
JetBrains also develops tools for software developers and is a competitor of StackBlitz, but has been around since 2000. The company name is a nice play on how smart and fast their team is, and how its tools help developers work smarter and faster, as well.
Linktree was founded in 2016 as a “link in bio” provider for content creators on Instagram, TikTok and Twitter. It helps solve the problem that some platforms only allow a user to share one link (in their bio). A user’s Linktree will display:
“Everything you are. In one, simple link in bio.”
As a tree of links, it’s easy to understand the company’s offerings, plus the name allows it to use the top-level domain .ee: linktr.ee
Company Naming Examples:
5. Go Beyond “.Com” Top-Level Domains
It’s clear that some companies have gone through mental gymnastics to choose a name that has a matching domain. Other companies have tried a different approach.
During a re-branding initiative, Tailored Automation preferred the .io top-level domain to signify itself as a tech firm. “IO” is an abbreviation for Input/Output in the field of computer science. Conveniently, this less-used top-level domain has more availability that the well-established .com and shows a successful company naming example of this trend. This company launched with the new domain in 2019.
Similarly, People.ai. chose the .ai domain (and placed it right in the company name). This data automation platform sought to clearly identify with trends in artificial intelligence. This company naming example is a start-up, with investors such as Lightspeed Ventures and Y Combinator.
These 10 company naming examples should inspire all aspiring founders to keep brainstorming until they hit on that perfect combination of branding and internet usability. Visit our Naming Resources for more expertise, and subscribe to our newsletter for regular business insights.
