I saw a LinkedIn post from my friend Sarah Glassmeyer on LinkedIn about having that “ah-ha” moment of figuring the pun involved in a legal startup’s name. Usually, when she is all by herself and can’t look over at someone and say… “ohhh, now I get it.” That made me think of all of the startup names that I’ve researched, talked to, bought, discarded, repurchased, forgotten, or watched get gobbled up by a mega-corporation. Ah, startup names—the modern-day equivalent of personalized license plates, but with a higher chance of being misunderstood at a networking event. Remember when dropping a vowel from a perfectly good word was the epitome of cool? “Flickr” and “Tumblr” had us all wondering if the letter “e” was on some sort of endangered species list. As someone who’s witnessed the legal profession’s tango with technology (and occasionally stepped on its toes), I’ve seen trends come and go faster than you can say “blockchain” or “predictive coding.” So, let’s don our trend-forecasting hats and take a lighthearted look at where startup naming conventions might be headed next.
The Reign of the Niche gTLDs: Because .com is So 1999
First off, prepare yourself for a world filled with generic top-level domains (gTLDs). You don’t have to settle for a .com when you can have a .lawyer, .ninja, or .unicorn! Okay, maybe not the last one (I hear this on is highly selective), but you get the point. Startups are likely to embrace industry-specific domains like .tech, .health, or .finance to give themselves an extra bit of relevance.
Geek Tip: If someone snatches up a .esquire startup name, I expect royalties.
Eco-Friendly Names: Saving the Planet One URL at a Time
With sustainability becoming more than just a buzzword (looking at you, paper straws that disintegrate halfway through my iced latte), startups might incorporate “eco,” “green,” or even use the .eco domain to showcase their commitment to Mother Earth.
Humorous Aside: Just don’t go overboard and name your company “GreenerThanThou”—nobody likes a show-off.
AI-Generated Names: When You Let the Bots Take Over
Why brainstorm when you can let artificial intelligence do it for you? Startups might start using algorithms to generate names that are not only unique but also optimized for SEO, user engagement, and maybe even Scrabble points.
Fun Fact: If an AI names another AI company, does that create an infinite loop of self-reference? Asking for a friend.
Back to Basics: The Revenge of the Descriptive Name
In a plot twist no one saw coming, there might be a resurgence of companies that—gasp—choose names that actually describe what they do. Imagine that! Clear, concise, and to the point. It’s so retro, it just might work.
Legal Perspective: This could make trademark disputes both easier and harder. Easier because it’s descriptive; harder because, well, it’s descriptive.
Global Linguistics: Spicing Things Up with International Flair
Startups may start dipping into the rich tapestry of global languages to find that perfect name. It’s all fun and games until you realize your cool new brand name means “old shoe” in Swahili.
Pro Tip: Always, and I mean always, run that name by a native speaker before you print 10,000 business cards.
Emojis and Symbols: Because Words Are Overrated
Who needs letters when you can have a smiley face, a thumbs up, or that mysterious purple vegetable? Some daring startups might experiment with incorporating emojis into their branding.
Reality Check: While this might look snazzy on a billboard, your legal counsel might break out in hives trying to file that trademark.
Blockchain Domains: Decentralize All the Things!
Blockchain technology is still a thing (despite my earlier reference), don’t be surprised if you see domains like .crypto or .eth becoming more popular. It’s the wild west out there, folks, and everyone’s staking their claim.
Humorous Legal Note: Just wait until someone tries to serve a cease and desist via smart contract.
Creative Misspellings and Portmanteaus: Scrabble Champions Rejoice
Why be ordinary when you can be “Kwyk” instead of “Quick” or “Innovent” merging “innovation” and “event”? It’s like playing linguistic jazz—improvise!
Linguistic Lament: Of course, this will continue to wreak havoc on spellcheckers worldwide. Press F7 at your own risk.
Names That Evoke Trust: In Security We Trust
In an age where data breaches are as common as cat videos, startups might opt for names that instill a sense of security. Think Fortress, Shield, or TrustNet.
Lawyerly Advice: Just make sure your cybersecurity measures live up to your name, or irony will be the least of your problems.
Personalization and Community: All About “U”
In a bid to create a personal connection, startups may incorporate words like “Your,” “My,” “Hub,” or “Circle.” It’s the digital equivalent of a warm handshake—just without the awkwardness of a missed high-five.
Community Corner: Building a loyal user base is great, but remember that with great community comes great responsibility (and possibly a lot of feature requests).
Clever Wordplay and Punny Names: Standing Out with a Smile
Aside from the straightforward domain name choice, startups often employ puns or clever wordplay to add a memorable twist to their brand. In the crowded world of tech, where every product claims a unique feature, a name that makes you smile can be a way to connect with users on a personal level.
As highlighted in SmartBranding’s article on legal tech domain names, some legal tech companies have taken playful approaches to their names, blending legal terms with modern tech lingo or even nodding to pop culture. This can make a product feel accessible and fun, helping it to stand out amid more serious competitors. Names that incorporate humor or a lighthearted edge, such as “Everlaw” or “Lawdingo,” showcase the power of a name to resonate with users through a mix of creativity and relatability.
The choice of a pun or a name that sounds like a common word or phrase can also lead to serendipitous searchability. If a user remembers even part of a pun-based name, they’re more likely to find it quickly in search results or app stores. This tactic bridges the gap between memorable branding and user experience, where accessibility and ease of recall are paramount.
Final Thoughts
Finding the perfect name for a startup can be a blend of art and science, requiring creativity, a bit of humor, and even a touch of psychology. Whether a company leans on quirky, abstract names like “Kwyk” or “InnoVent,” or takes the clever route with a pun or play on words, a name often reflects the brand’s underlying mission and personality. For many legal tech startups, domain names play a key role, balancing between practicality and uniqueness, as SmartBranding’s article underscores.
Ultimately, the name isn’t just about identity; it’s also a strategic decision to build a memorable connection with the audience. So whether a brand aims for authority, like “JusticeWise,” or something playful, like “Avvoka” or “Bryter,” the name is a vital step in shaping how clients and users will connect with the product. As the naming game evolves, startups will continue to push boundaries, creating names that are not just heard, but remembered.