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September 1, 2020 06:09 pm

Startup Names Are Still Getting Less Silly

Every year or so, Crunchbase News likes to take a look at what's hot in startup naming. The process involves reading names of over 1,000 recently founded and funded startups in English-speaking countries, looking for trends. It then get a naming expert's take on the situation. From the report: Probably the standout trend for the past year is the feel-good word. This could be a noun, adjective, adverb, or verb. The qualification is that it evokes something positive, commonly an admirable trait or desirable state of being. Examples include Mighty (workflow for remote teams), Cured (health care software), and Elate (operations platform). Part of the reason simple, positive words are cropping up more is that startups are less concerned about getting a dot-com domain with their exact brand name, said Athol Foden, president of Brighter Naming, a naming consultancy. They'll take an alternative suffix (Cured is Cured.health, for example) or add a word to the domain name (Elate, for instance, is goelate.com). [...] Another popular branding approach is the straightforward description. Companies are picking names that describe exactly what they do. Some examples are: Grow Credit, a service for building credit histories, New Age Meats, a startup cultivating meat from animal cells, and The Browser Company. In Foden's view, there's something to be said for these simpler, clearer names. They tend to be easier to remember than a made-up brand name, and everyone knows how to spell them. [...] One of the most enduring startup naming strategies is the creative misspelling. By dropping vowels, adding consonants, or taking other steps, companies can get a name that's both familiar-sounding and unique. Over the past year, we've seen plenty of companies with misspelled word names raise seed funding. The lineup includes Cann, a maker of cannabis-infused tonics, Puzzl, a payroll provider for hourly workers, and Shef, an income-earning platform for local cooks.

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