Rob Meyerson is executive of written temperament during formula consultancy Interbrand.
The Bay area gets a bad swat when it comes to names. No, I’m not articulate about your friends’ babies, Namaste and Venture. I’m articulate about formula names — generally a names of startups.
Here in San Francisco, Silicon Valley, and a rest of a Bay area, we’re home to copiousness of formula names that sound foolish during first, though have given turn domicile names: Google, Yahoo, eBay, and Apple. But for each quirky association name we eventually learn to take seriously, there are a handful of internal startups whose stupid names never seem to strech shun quickness — names that we never comfortable adult to.
Worst-case scenario, these names can be a interruption to their companies rather than a leg up. Of course, either or not a company’s name is “good” is partly a matter of opinion. (Doostang, for example, sounds scatological to me — generally inapt given it’s “an disdainful career community.”) But some elementary discipline can supplement a bit of objectivity when looking during formula names. QOOP, a now-defunct “social commerce network” formed in Mill Valley, unsuccessful a simple exam of pure diction (Koop? Kwoop? Co-op?). Weebly, a San Francisco association that lets users emanate sites “as singular as they are,” suffers from an unfortunately non-unique name — it fails to mount detached from a dozens of other startups with names that finish in “ly” (a trend that started with Libya’s nation domain). And Pinwheel, now called Findery, had to redeem from a hiccup of changing a name early on due to authorised accessibility issues.
But it’s too easy to get disastrous about names, generally when they’re taken out of context or with a advantage of 20/20 hindsight after a formula has run into trouble. Instead of nitpicking, let’s scold a Bay Area startup scene’s repute by highlighting some of a good formula names operative their approach into a common dictionary each day. Here are a few formula names — new or only in a news — that get their particular companies off on a right foot.
Curious, a Menlo Park startup that only lifted $7.5 million in Series A financing, serves adult “hundreds of short, video-based lessons for people who wish to learn a new ability or rekindle a favorite hobby.” The name is a short, genuine word, creation it easier to pronounce, easier to spell, and easier to remember than a pointless collection of letters. It evokes a clarity of consternation and discovery, while also vocalization directly to a offering’s romantic benefit. Curious is not only about learning. It’s about gratifying your curiosity.
Based in Palo Alto, Datahero “analyzes patterns in your data…[to] assistance we expose a answers within.” The name is a candid advantage statement: Use a services, and you’ll turn a favourite to your organization. By regulating a novel devalue word, they’ve combined a name that’s easy to remember and tough to confuse, even with other data-related startups like GoodData and DataSift. And by carrying a small fun with a name (the recently launched site is crowded of hero-themed wording including a “secret Data Decoder”), they’re already figure out a particular formula celebrity in what could differently be a comparatively dry category.
Retrace is also formed in Palo Alto, and only launched during Disrupt NY. Here’s another real-word name. But distinct Curious, a word “retrace” isn’t used really often, that creates it easier to lay explain to. One of a few places it does uncover adult in bland debate is in a word “retrace your steps” — recommendation given to those who have mislaid or mislaid something important. That creates it a ideal word for an app described by a CEO as “the best approach to remember and classify all about a meetings we have.”
Sometimes a straightforward, detailed name works best. Fremont-based Tactus only released a anxiety inscription for OEMs demonstrating their product: Tactile Layer. This B2B association indispensable a name that clearly describes a product, a “tactile user interface for touch-screen devices” with “completely pure earthy buttons that arise adult from a touch-screen aspect on demand.” (And yes…it looks flattering cool.)
After recently removing acquired by Facebook, Parse, formed in San Francisco, can substantially no longer be called a startup. But a name will apparently live on over a merger (at slightest for now), and it would be a contrition to do divided with it. An interesting, easy-to-pronounce, one-syllable verb, this name has a double meaning. For laymen, “to parse” means analyzing, understanding, and uncovering deeper meanings. But computers also parse code, creation a name some-more applicable to a dictated audience: app developers.
Are these startups guaranteed success since they have good names? Of march not. Obviously, success or disaster is some-more directly dynamic by other factors, like a company’s care team, a rival set, or a economy within that it operates, all of that are some-more expected to change, however, than a name. But can a good name get attention, hang in people’s minds, and send a right message? Yes. And does that boost a startup’s chances of success? Absolutely.
Baby picture around Babble