Guides

Everything you need to know about naming.

Practical, jargon-free guides from people who've been stuck on the naming problem.

Naming
How to choose a business name
The rules that separate memorable brands from forgettable ones.
Domains
Why .com still matters in 2025
The case for owning the .com, even if you launch on something else.
Trademarks
How to do a trademark search yourself
A step-by-step walkthrough of UKIPO, EUIPO, and USPTO before you spend a penny on lawyers.
Trademarks
Understanding trademark classes
Nice classes, what they cover, and why the wrong class leaves you exposed.
Naming
The telephone test for brand names
If you can't spell it from hearing it, you've already lost half your word-of-mouth.
Strategy
Protecting your brand before launch
What to secure, in what order, before you go public with your name.
Domains
What happens when a domain expires
The 75-day lifecycle: expiry, grace, redemption, pending delete, release.
Socials
Social handle strategy for new brands
Which handles to grab first, and what to do when your name is taken everywhere.
Naming
10 naming mistakes founders make
The expensive errors — clever spellings, descriptive names, and falling in love too early.
SaaS
Naming a SaaS product
Why SaaS naming is different, and what actually works.
Markets
Brand naming for UK vs US vs EU markets
Different registers, different trademark systems, different cultural landmines.
Strategy
What to do when your dream name is taken
Options, workarounds, and when to just pick something new.
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