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What makes a business name "work"? We analyzed patterns in successful brand names across industries to find what they have in common. Here's what the data reveals—and how to apply it.
Key Finding #1: Length Matters Significantly
The most memorable names are 5-8 characters and 2-3 syllables. This isn't arbitrary—it aligns with cognitive science on working memory limits.
Analysis of Top Tech Companies
| Company | Characters | Syllables | Type |
|---|---|---|---|
| Apple | 5 | 2 | Real word |
| 6 | 2 | Invented | |
| Amazon | 6 | 3 | Real word |
| Stripe | 6 | 1 | Real word |
| Slack | 5 | 1 | Real word |
| Notion | 6 | 2 | Real word |
| Figma | 5 | 2 | Invented |
| Linear | 6 | 3 | Real word |
| Vercel | 6 | 2 | Invented |
| Canva | 5 | 2 | Invented |
Average: 5.6 characters, 2.0 syllables
Why Short Names Win
Pros
- ✓ Easier to remember (working memory limits)
- ✓ Fit in UI elements and favicons
- ✓ Work well as domain names
- ✓ Easy to type on mobile
- ✓ Strong logo potential
Cons
- ✗ Harder to find available short names
- ✗ More competition for short options
- ✗ May require invented spelling
Key Finding #2: Name Types and Their Tradeoffs
| Type | % of Successful Brands | Trademark Strength | Marketing Effort |
|---|---|---|---|
| Invented | ~40% | ⭐⭐⭐⭐⭐ Strongest | Higher initially |
| Real word (new context) | ~30% | ⭐⭐⭐⭐ Strong | Medium |
| Compound | ~18% | ⭐⭐⭐⭐ Strong | Lower |
| Descriptive | ~8% | ⭐⭐ Weaker | Lowest |
| Founder name | ~4% | ⭐⭐⭐ Medium | Variable |
Invented Names: The Trademark Champions
The most successful invented names follow patterns:
Follow Phonetic Rules
They sound like they could be real words: Spotify, Venmo, Asana
Use Familiar Sounds
Combine recognizable phonemes in new ways: Figma, Vercel, Trello
Stay Short
Invented names over 3 syllables rarely succeed
Be Spellable
Hearable → spellable in one try
Origin stories of invented names:
- Kodak: George Eastman liked the letter K and wanted something unique
- Figma: From "figment"—something imagined or created
- Spotify: Combination of "spot" and "identify" (per founder Daniel Ek)
Key Finding #3: Sound Patterns That Work
Research in phonetic symbolism shows certain sounds carry inherent associations:
Successful Sound Patterns
| Pattern | Association | Examples |
|---|---|---|
| Starts with plosive (B, P, T, D, K, G) | Attention-grabbing | Box, Pinterest, Twitter, Dropbox |
| Contains "oo" sound | Smooth, modern | Zoom, Loom, Hootsuite |
| Ends with vowel sound | Open, friendly | Google, Apple, Stripe, Canva |
| Strong consonant clusters | Solid, reliable | Stripe, Slack, Dropbox |
Studies show plosive consonants (B, P, T, D, K, G) create a "pop" that grabs attention. Names starting with these sounds tend to be more memorable in recall tests.
Key Finding #4: The Meaning Spectrum
Literal
PayPal, YouTube, Booking.com
Metaphorical
Amazon, Apple, Nike
Abstract
Google, Xerox, Kodak
Distribution Analysis
| Meaning Level | % of Top Brands | Tradeoff |
|---|---|---|
| Fully literal | ~10% | Easy to understand, hard to own |
| Suggestive | ~30% | Balance of clarity and ownership |
| Metaphorical | ~25% | Strong storytelling potential |
| Abstract | ~35% | Maximum legal protection, needs marketing |
Key Finding #5: Industry-Specific Patterns
Tech/SaaS Names
| Pattern | Frequency | Examples |
|---|---|---|
| Invented words | ~45% | Figma, Asana, Trello, Airtable |
| Abstract real words | ~25% | Notion, Linear, Amplitude |
| Action verbs | ~20% | Slack, Zoom, Loom, Gather |
| Compounds | ~10% | Salesforce, HubSpot |
E-commerce Names
| Pattern | Frequency | Examples |
|---|---|---|
| Invented + suffix | ~30% | Shopify, Etsy |
| Real word | ~25% | Amazon, Target, Apple |
| Playful | ~25% | Chewy, Warby Parker |
| Compound | ~20% | Wayfair |
Fintech Names
| Pattern | Frequency | Examples |
|---|---|---|
| Trust-signaling | ~30% | Stripe, Square, Plaid |
| Action-oriented | ~30% | Venmo, Cash App, Ramp |
| Abstract | ~25% | Brex, Deel, Chime |
| Descriptive | ~15% | Robinhood, Credit Karma |
Applying These Insights
The Optimal Name Checklist
| Criterion | Target | Check |
|---|---|---|
| Length | 5-8 characters | — |
| Syllables | 2-3 syllables | — |
| Spellable | After hearing once | — |
| Pronounceable | No ambiguity | — |
| Memorable | Distinctive | — |
| Available | Domain + trademark | — |
| Fits brand | Matches personality | — |
What This Means for You
Aim for Short
If you can cut a character or syllable without losing meaning, do it.
Consider Invented Names
They're easier to trademark and own digitally.
Match Sound to Brand
Soft sounds for calm brands, hard sounds for bold brands.
Test Extensively
The telephone test, the recall test, the spelling test.
Generate Data-Optimized Names
Our AI applies these patterns automatically. Every name is optimized for memorability and availability:
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What patterns do you notice in brand names you love? Share on Twitter.
