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      Thinking about renaming your startup?

      Who is your audience and what do they care about?

      A brand name is as much for your customers as it is for your company. Start by asking:

      Is "True Attribution" even in the lexicon of our customers?

      An easy way to test this:
      Google the phrase and review what kind of results it returns. Are they aligned with your space and your audience’s understanding?

      Types of Startup Names

      Most startup names fall into one of these three categories:

      1. Descriptive
        Clearly state what the company does
        Examples: General Motors, Booking.com

      2. Invented
        Made-up words with no prior meaning
        Examples: Xerox, Google

      3. Evocative
        Inspire emotion or association without being literal
        Examples: Apple, Cicada, Virgin

      Audience-Centric Naming Exercise

      1. Define Your Core Idea

      Write down three words that describe your company beyond the product. Think about impact, emotions, or vision.

      Example (climate tech startup): Sustainable, Future-focused, Transformative

      2. Who Are You Naming For?

      Identify your primary audience. Are they:

      • Tech-savvy or traditional?

      • B2B (industry, experts) or B2C (general public)?

      • Risk-averse or open to disruption?

      Example: A deep tech B2B startup may choose a name that evokes credibility and expertise (e.g. Deneb, Elemental)
      While a consumer-facing brand might go for something emotive or playful (e.g. Nest, Calm)

      3. What Do They Value?

      Decide what emotions or associations you want your name to trigger:

      • Trust & reliability → Classic, rooted names
        e.g. Atlas, Haven, Keystone

      • Innovation & future-thinking → Abstract or futuristic
        e.g. Neuralink, QuantumScape

      • Simplicity & accessibility → Short, friendly, clear
        e.g. Stripe, Notion

      4. How Do They Talk?

      Your name should match how your audience speaks and thinks:

      • Formal vs. casual
        ClearPath, Optiv vs. Zesty, Bloom

      • Industry-specific vs. universal
        Do they get niche references or prefer something broader?

      Test It

      Once you have a shortlist, try these tests:

      • Say it out loud – Is it natural and easy to pronounce?

      • Ask 5 people in your target audience – What does the name make them think of?

      • Check your competitors – Does it stand out? Or sound too similar?