Naming Strategies That Work for Your Industry
Different industries have different naming conventions — and different expectations from customers. A name that works brilliantly for a craft brewery would fall flat for a law firm. Here's what works in each major industry, with real examples and actionable strategies.
Quick Reference by Industry
| Industry | Naming Strategy | Examples | Avoid |
|---|---|---|---|
| Tech / SaaS | Short, modern, domain-friendly | Slack, Vercel, Linear, Notion | "Tech," "Digital," "Solutions" |
| Restaurants | Evoke taste, vibe, or heritage | Nobu, Tartine, Shake Shack | Hard-to-pronounce names |
| E-Commerce / DTC | Lifestyle-forward, visual pop | Glossier, Allbirds, Casper | Generic product descriptors |
| Professional Services | Authority + trust | McKinsey, Accenture, Bain | Too playful or trendy |
| Health / Wellness | Outcome or nature-focused | Calm, Headspace, Thorne | Sterile or clinical-sounding |
| Creative Agencies | Bold, conceptual, showcase creativity | Wieden+Kennedy, Droga5, Huge | Boring or corporate |
| Retail / Physical | Signage-friendly, memorable | Target, Sephora, Lululemon | Names that don't work on signage |
Tech Startups and SaaS
Tech names need to be short, modern, and domain-friendly. The bar for creativity is high because the space is crowded.
| Approach | Examples | Why It Works |
|---|---|---|
| Abstract nouns | Asana, Notion, Figma | Evocative without being literal |
| Invented words | Zillow, Spotify, Vercel | Fully ownable, unique in search |
| Repurposed words | Apple, Slack, Linear | Familiar but recontextualized |
Avoid: Names with "tech," "digital," or "solutions" — they're generic and won't differentiate you. In tech, your name will appear in app stores, documentation, and code. Make it easy to type, spell, and say in conversation.
Restaurants and Cafes
Food businesses benefit from names that evoke taste, atmosphere, or cultural identity.
| Approach | Examples |
|---|---|
| Location and heritage | Nobu, Balthazar, Tartine |
| Ingredient or dish-focused | Sweetgreen, Shake Shack, The Butcher's Daughter |
| Founder's name | Chez Panisse, Gordon Ramsay, Jamie's Italian |
| Mood and vibe | Nighthawk, The Spotted Pig, Cinnamon Club |
Tip: Restaurant names should sound good when spoken aloud. People recommend restaurants in conversation more than any other business type.
E-Commerce and Direct-to-Consumer
DTC brands compete for attention in feeds and search results. Names need to pop visually and stick in memory.
| Approach | Examples | Why It Works |
|---|---|---|
| Lifestyle-forward | Glossier, Everlane, Allbirds | Sells a feeling, not a product |
| Descriptive but elevated | Dollar Shave Club, Warby Parker, Casper | Clear value proposition with personality |
| Invented words | Shopify, Etsy | Unique and fully ownable |
For e-commerce, the domain name is critical. If you can't get a clean .com, consider whether the name is worth the SEO uphill battle.
Professional Services
Law firms, accounting practices, and consulting firms balance authority with approachability.
| Approach | Examples | Best For |
|---|---|---|
| Partner surnames | McKinsey, Deloitte, Sullivan & Cromwell | Signaling heritage and credibility |
| Abstract / aspirational | Accenture (accent + future), Gartner, Bain | Modern positioning |
| Personal name | Your own name | Solo practices — builds trust, inherently unique |
Professional services names should feel trustworthy. Avoid anything too playful or trendy — your clients are trusting you with serious matters.
Health and Wellness
Health brands need names that balance clinical credibility with warmth and approachability.
| Approach | Examples | Effect |
|---|---|---|
| Outcome-focused | Calm, Headspace, Noom | Promises how you'll feel |
| Clinical but modern | Hims, Hers, Ro | Approachable without the sterile feel |
| Nature-inspired | Gaia, Thorne, Garden of Life | Organic, natural imagery |
Creative Agencies and Studios
Creative businesses use their name to showcase their... creativity.
| Approach | Examples |
|---|---|
| Bold and conceptual | Wieden+Kennedy, Mother, Droga5 |
| Founder-forward | Pentagram, Sagmeister & Walsh |
| Playful | Huge, Fig, Gut |
Your agency name is your first portfolio piece. If it's boring, clients will assume your work is too.
Retail and Physical Stores
Brick-and-mortar names need to work on signage, shopping bags, and in local conversation.
| Approach | Examples | Why It Works |
|---|---|---|
| Neighborhood feel | Corner Store, The Local, Public Goods | Community-oriented |
| Specialty signaling | REI, Sephora, Lululemon | Hints at what you sell |
| Memorable and visual | Target, Apple, Gap | Simple names = powerful visual branding |
Universal Naming Principles
Regardless of industry, these rules apply:
- Match your customer's expectations: A children's toy company and a cybersecurity firm have wildly different naming tones. Know your audience.
- Check international meaning: If you plan to go global, make sure your name doesn't mean something unfortunate in another language.
- Domain and social check: Always verify availability before falling in love with a name.
- Say it 100 times: You'll be saying this name for years. Make sure you don't get tired of it.