When launching a startup, one of the first and most important decisions you’ll make is what to name it. A name is more than a label; it’s a core part of your brand identity, communicating your mission and personality in a single word or phrase.
But should your location influence that name? For some founders, using a city, neighborhood or cultural reference helps establish authenticity and local roots. For others, it can be limiting, especially when they aspire to scale globally. So, how do you decide?
The case for using location in your startup name
Using a geographical reference in your startup name can offer several benefits, especially if your product or service is hyper-local. Names that incorporate the location of your business instantly establish where you’re based, which can build trust and relatability with local customers. It signals that you understand the community and are committed to serving its unique needs.
Location-based names can also carry a cultural or quality signal, especially if you’re in a region that evokes strong associations with excellence in specific industries. If your location carries similar credibility, including it in your brand name could boost perceived value.
The case against using location in your startup name
On the flip side, if you’re planning to scale beyond your city or country, a hyper-local name might confuse or alienate a broader audience. There’s also the risk of your location being associated with:
- Negative perceptions
- Political issues
- Instability
If your region experiences a crisis, your brand could inadvertently carry that baggage. Furthermore, consumers may confuse your brand with similarly named businesses, making it harder to stand out or protect your intellectual property.
Ultimately, location can be a powerful branding tool, but only if it aligns with your long-term vision. Whether you choose to ground your name in place or keep it open-ended, you can speak with a legal team before making the final decision.