Naming Conventions by Industry: What Works in Tech, Food, Fashion, and More

Industries Have Naming Cultures

Walk through a tech conference and you'll hear names like Lattice, Rippling, and Notion. Walk through a law firm directory and you'll see Patterson, Belknap, Webb & Tyler. These patterns aren't accidental — they reflect industry expectations.

Understanding your industry's naming conventions helps you decide: follow the pattern for credibility, or break it for differentiation.

Technology and SaaS

Common Patterns

• Single abstract words: Slack, Zoom, Figma, Notion
• Action verbs: Canva, Grammarly, Calendly
• Compound words: Salesforce, HubSpot, Mailchimp
• Made-up words: Twilio, Airtable, Shopify

What Works

Tech favors short, modern-sounding names that feel like products rather than companies. One or two syllables dominate. Names often become verbs ("Slack me," "Zoom call").

What to Avoid

Overly corporate names (TechSolutions Inc.), names with "tech" in them (too generic), and names that describe the current product too narrowly (you'll pivot).

Food and Beverage

Common Patterns

• Founder names: Ben & Jerry's, Newman's Own, Dave's Killer Bread
• Place names: Arizona Tea, Brooklyn Brewery, Napa Valley Naturals
• Descriptive: Whole Foods, Five Guys, Sweetgreen
• Playful/Whimsical: Innocent (drinks), Graze, Oatly

What Works

Food brands benefit from warmth, authenticity, and personality. Founder names and place names build trust. Playful names work for challenger brands disrupting traditional categories.

What to Avoid

Names that sound clinical or corporate. People want food from humans, not institutions.

Fashion and Luxury

Common Patterns

• Founder surnames: Chanel, Gucci, Prada, Dior
• Short invented words: Zara, Uniqlo, Shein
• Evocative words: Anthropologie, Reformation, Allbirds

What Works

Luxury brands lean heavily on founder names — it creates heritage and exclusivity. Fast fashion and DTC brands prefer short, memorable invented names. Sustainable fashion brands use evocative names that suggest values.

What to Avoid

Names that sound cheap when you're trying to be premium. Names that try too hard to sound luxurious (excessive French or Italian without authentic connection).

Finance and Fintech

Common Patterns

• Traditional: Goldman Sachs, Morgan Stanley, J.P. Morgan (founder surnames)
• Modern fintech: Stripe, Plaid, Square, Brex
• Trust-signaling: Fidelity, Prudential, Vanguard

What Works

Traditional finance uses founder names and trust-signaling words. Fintech deliberately breaks these conventions with short, approachable names that make finance feel accessible.

What to Avoid

If you're a fintech, don't name yourself like a bank from 1850. If you're a bank, don't try to sound like a startup — it undermines trust.

Healthcare and Wellness

Common Patterns

• Clinical: Pfizer, Merck, AstraZeneca
• Wellness: Calm, Headspace, Hims, Hers
• Nature-inspired: Burt's Bees, Seventh Generation, Method

What Works

Clinical companies use invented names that sound scientific. Consumer wellness brands use simple, warm, human words. The trend is toward accessibility and approachability.

Professional Services

Common Patterns

• Partner names: Deloitte, McKinsey, Accenture
• Descriptive: Boston Consulting Group
• Acronyms: PwC, EY, KPMG

What Works

Founder/partner names dominate because they signal personal accountability and expertise. Acronyms work once firms are well-established.

Real Estate

Common Patterns

• Location + descriptor: Coastal Properties, Summit Realty
• Founder names: Keller Williams, Coldwell Banker
• Aspirational: Compass, Redfin, Zillow

What Works

Traditional firms use founder names and locations for local trust. Tech-enabled real estate companies use modern, abstract names.

How to Use These Patterns

1. Study your competitors' names. What patterns dominate?
2. Decide: conform or contrast? Both strategies can work.
3. If conforming: Follow the pattern but add a unique twist.
4. If contrasting: Break the pattern deliberately, not accidentally.

The Universal Rule

Regardless of industry, every name needs to be available. Check your industry-appropriate name candidates for domain availability, social handles, and trademark conflicts using BrandScout — it takes seconds and prevents costly surprises.