There’s an interesting phenomenon in human psychology: people tend to make assumptions about something based on its name alone. This effect is often referred to as nominative determinism or implicit bias in naming, where names create immediate expectations, often irrational, but powerful nonetheless. It’s why, in competitions or races, names that evoke speed, power, or agility are more likely to attract attention and belief in their success—even before the race begins.

Think about it: if two startups pitch the same product, one named “SwiftAI” and the other named “ProcessLogic,” which one do you instinctively feel will be faster, more efficient, and more cutting-edge? The rational mind knows the name shouldn’t matter—but it does. Just like in betting on racehorses, the name creates an immediate perception, and that perception shapes behavior.

Why Names Matter More Than You Think

In business, perception is often reality. Your startup’s name doesn’t just identify your company; it signals what your company stands for. A good name can evoke speed, trust, innovation, or reliability—whatever you want your audience to associate with your brand.

Studies in marketing have consistently shown that names influence buyer behavior. According to research published in the Journal of Consumer Research, products with names that are easy to pronounce are more likely to be trusted and adopted quickly. Furthermore, names that evoke positive emotions or desired outcomes enhance customer engagement and loyalty.

In the world of SaaS, where competition is fierce, a name that instantly conveys your product’s core benefit can be the difference between curiosity and indifference.

The Three Key Traits of a Winning Name

1. Evokes the Desired Perception

A great name creates an immediate mental image or feeling. If your SaaS product is about speed and efficiency, choose a name that signals those qualities. Think of names like “Stripe” or “Slack.” They’re short, sharp, and suggest fast, frictionless processes.

2. Easy to Pronounce and Remember

Complexity kills recall. A name that’s hard to say or spell creates friction, and friction is the enemy of adoption. This is why many successful companies use simple, one- or two-syllable names that stick in the mind.

3. Stands Out in Its Category

In a crowded market, blending in is a death sentence. A name that’s distinct—whether through an unexpected word pairing, a playful twist, or a bold image—captures attention and creates lasting impact. Think of “Notion” for a productivity tool. It’s unexpected yet perfectly aligned with the idea of creative thinking and organization.

How Naming Can Drive Competitive Advantage

Naming isn’t just branding—it’s strategy. When you choose a name that dominates a key association in your category, you don’t just win attention—you shape the entire market conversation.

Take Zoom, for example. Before the pandemic, video conferencing was dominated by legacy brands like Skype and WebEx. But Zoom’s name immediately conveyed something the others didn’t: speed, simplicity, and fun. It wasn’t just another boring enterprise tool; it was something new, something different. And because its name reinforced that perception, Zoom became synonymous with video conferencing itself.

When people stop searching for a category and start searching for a brand, you’ve won. That’s the ultimate power of a great name: it turns your company into the default choice.

How to Find the Perfect Name for Your Startup

1. Identify the Core Emotion You Want to Evoke

Ask yourself: what’s the primary feeling or perception you want your brand to trigger? If it’s trust, go for names that sound solid and dependable (like “Pillar” or “Anchor”). If it’s speed, choose sharp, energetic names (like “Flash” or “Bolt”).

2. Test for Recall and Pronunciation

Run quick tests with potential users. Can they remember your name after hearing it once? Can they spell it without asking for clarification? These might seem like small details, but they have an outsized impact on adoption.

3. Own the Association

Once you’ve chosen a name, dominate the association it creates. If your name implies speed, make speed your differentiator in every part of your product and marketing. If it suggests trust, double down on security and reliability.

Win the Race Before It Starts

In business, as in racing, perception often leads reality. A great name can give you a head start, making customers believe in your product’s value before they’ve even tried it.

The lesson? Don’t leave your naming to chance. A well-chosen name doesn’t just describe your company—it shapes how people feel about it, think about it, and ultimately, whether they choose it.

Because when you own the right association, you don’t just run the race—you set the pace.