3. Content
Name your startup and design a brand
Choose a name you can own, check domains and trademarks, and create a simple logo, colours and voice you can use everywhere.
| Stage | 3. Content |
|---|---|
| Time needed | 1-2 weeks |
| Typical cost | $0-500 |
| Difficulty | Easy |
| Done when | Name chosen and checked against trademarks and domains, Domain and main social handles registered, Logo in SVG and PNG, light and dark versions |
How to name your startup and design a brand
Why this step matters
Your name and brand are the first things people meet, often before they read a single line about your product. A good name is easy to say, spell and remember, is legally safe, and has a domain you can actually get. A simple, consistent visual identity makes a tiny team look trustworthy. You do not need an agency or a 60-page brand book; you need a name you will not have to change and a small kit you can apply everywhere.
How to do it
- Write a brief. One paragraph on who you serve, what you do and how you want to come across (serious, playful,
technical, friendly). Add three competitor names so you can avoid sounding like them.
- Generate a long list. Brainstorm 50 to 100 names across styles: descriptive, compound words, invented words,
metaphors. AI writing tools are useful here; ask for many options and for explanations of each.
- Shortlist and test. Cut to five. Say each one out loud to a few people from your audience, then ask them a day
later which they remember and how they would spell it. Drop anything that confuses.
- Check availability. Search domains (a .com is still the default in the US; a country domain can be fine for a
local business), social handles and app stores. Then search trademark databases where you will operate, such as the USPTO in the US, the UK IPO and EUIPO in the EU. Look for identical and similar names in your class of goods and services. If anything is close, talk to a trademark lawyer before you commit.
- Register what you need. Buy the domain in a company-owned account and claim the main social handles you will
actually use. Consider a trademark filing once the name is settled; costs and timelines vary by office.
- Design a simple logo. A wordmark (the name in a well-chosen typeface) plus a small symbol for favicons and app
icons is plenty. You can design it yourself in a free design tool, use an AI image or logo generator as a starting point, or hire a freelancer from a design marketplace.
- Pick colours and type. Choose one primary colour, one accent and neutrals, and check contrast for accessibility.
Pick one or two typefaces with licences that allow web and commercial use; open-licence font libraries are a safe place to start.
- Write your voice in five lines. For example: plain words, short sentences, second person, no jargon, light
humour. This keeps your site, emails and docs consistent even when different people or AI tools write them.
- Package a brand sheet. One page or one shared folder with logo files (SVG, PNG, light and dark), colour codes,
fonts and voice notes. Share it with anyone who creates content for you.
What it costs and how long it takes
You can do all of this for the cost of a domain, roughly $10-20 a year for a common extension, plus a premium if the name is already owned by someone else. A freelance logo typically costs from a few hundred dollars upwards; trademark filing fees depend on the office and the number of classes. Allow one to two weeks, most of it for testing names and checking trademarks.
Free credits, perks and services that help
Domain registrars and website builders often bundle a free domain for the first year with a paid plan; compare them on hosting and domains and website builders. Design tools and stock libraries appear regularly in startup perk bundles in the perks directory. For trademark advice, legal services listed under services can file for you.
Common mistakes
- Falling for a clever spelling. If you have to spell it on every call, people will not find you.
- Skipping trademark checks. A rename after launch costs far more than a search today.
- Copying a competitor's look. It confuses customers and can lead to legal trouble.
- Unchecked AI logos. Generated marks can resemble existing logos; run a reverse image search and check the tool's
terms on commercial use and ownership.
- Unlicensed fonts or images. Check the licence of every asset you put on your site.
- Endless polishing. A clean wordmark is enough to launch; you can refine the brand once you have customers.
Go deeper
Compare AI logo, image and writing tools, with their commercial-use terms, on VibeContent.
Programs and services for this step
Do
- Say the name out loud to strangers before you commit
- Check trademark databases in every market you plan to sell in
- Keep the logo simple enough to read at favicon size
Avoid
- Do not pick a name that only works with an unusual spelling
- Do not use AI-generated logos without checking for close copies
- Do not spend weeks on brand before you have users
Name your startup and design a brand: frequently asked questions
How much does it cost to name your startup and design a brand?
Expect $0-500. Free credits and perks from the programs below can cover much of it in the first year.
How long does it take?
Plan for 1-2 weeks. Difficulty: easy.
What does this step get you?
It mainly gets you customers, product.
How do I know it is done?
Name chosen and checked against trademarks and domains, Domain and main social handles registered, Logo in SVG and PNG, light and dark versions, One-page brand sheet with colours, fonts and voice.
Which programs and services help with it?
startups.ws lists 0 programs, 0 accelerators and 7 founder services for this step, each with who qualifies and how to apply.
Other steps in 3. Content
The full path →
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Publish one clear page that explains who the product is for, what it does and what to do next, and start collecting sign-ups.
Make a launch video Medium
Record a short, clear demo video that shows the problem and your product solving it, for your launch page and social posts.
Write your content and docs Medium
Write the help docs, FAQs and first articles that answer customers' questions, cut support load and bring in search traffic.