Summary: In this comprehensive, data-driven guide to naming and branding a tech startup, we presented 12 questions to a representative audience of American consumers. We gained insight into the most credible domain names for tech startups, which names build the strongest connection with customers and the key branding trends in the tech industry.

Key takeaways:

• .com domains are the most credible for tech startups.
• A longer .com domain is more credible than a shorter domain at an alternative extension.
• Add-on words harm credibility with 91% of consumers.
• 31% of consumers say the most important aspect of a startup name is simplicity.
• Short, easily pronounced made-up words make consumers most curious about a tech startup.
• Single-word names generate significantly more trust.
• Tech names should evoke innovation and creativity alongside trust.
• 78% say a tech startup should have a clearly articulated social, ethical or environmental mission.
• Mission-based branding hits home, while AI is the least impactful branding trend.
• 84% say a tech startup should demonstrate an understanding of their lifestyle and values.

Objective: Technology plays a powerful role in our lives and new tech-based brands have the opportunity to connect with their customers on a meaningful level. To achieve this, however, requires careful branding and accurate communication, tapping into customers’ aspirations, values and needs. Our goal is to help new and rebranding tech startups understand customer perception of names, domain names and brand positioning.

Audience: A representative panel of American consumers aged 18 – 64. We asked a qualifying question to ensure our panel are engaged with tech industry brands: all respondents use products or services from technology-focused startups (e.g., app-based services, online platforms, or digital tools) either “frequently” or “occasionally”.

Our Results

Domain Name

A spate of high-value domain acquisitions from tech startups, including Friend’s purchase of Friend.com and OpenAI’s investment in chat.com have placed domain name at the front and centre of the conversation for tech brands. A strong domain name plays an important role in building trust and credibility with your audience, as well as being discovered online. For a deep dive into data-driven domain choice, explore our core research on domain names here.

• .com domains are the most credible for tech startups.
• .tech ranks higher than .ai.
• Our research into domain familiarity shows that those in the tech industry are more likely to recognize .io domains.
• A longer .com domain is more credible than a shorter domain at an alternative extension (e.g. intentapp.com vs. intent.app).
• Add-on words harm credibility with 91% of consumers.

Rank the following domain extensions from most to least credible for a tech startup.

For a tech startup’s website, which domain name is more credible?

How does an add-on prefix or suffix word in a domain name (e.g., getintent.com or intentapp.com, vs. intent.com) impact your perception of a tech startup’s credibility when shopping online?

Naming a Tech Startup

Your brand name plays a key role in building a connection with your customers, as well as indicating your potential to investors. Explore our core research on business names — including what venture capitalists look for in a name when deciding where to invest.

• 31% of consumers say the most important aspect of a startup name is simplicity.
• Short, easily pronounced made-up words make consumers most curious about a tech startup.
• Single-word names generate significantly more trust.
• Tech names should evoke innovation and creativity alongside trust.

Rank the following aspects of a tech startup name based on their importance to you. 1 is the most important, and 5 is the least important.

Rank the following name types based on how curious they make you about a tech startup. 1 is most curious, 5 is least curious.

Which naming style builds more trust when you’re hearing about a tech startup brand?

Do you prefer a tech startup name that describes the product/service or a more creative name?

What emotions should a tech startup name evoke for you to feel connected to the brand? Choose up to two.

Brand Identity

From Apple’s cutting-edge trend setting to Airbnb’s powerful origin story, tech startups can leverage an identity based on their mission, values and early beginnings. Meanwhile, tracking to the most influential branding trends can build powerful brand recognition, and have a big impact on customers’ perception of the brand. Explore further with our core research on branding in 2025.

• 78% say a tech startup should have a clearly articulated social, ethical or environmental mission.
• Mission-based branding hits home, while AI is the least impactful branding trend.
• 84% say a tech startup should understand their lifestyle and values.
• Half of customers wouldn’t buy from a tech startup that didn’t align with their lifestyle and values.

How important is it for a tech startup to have a clearly articulated social, ethical or environmental mission?

Rank the following branding trends from most to least impactful for a tech startup.

Rank the following in order of how important they are in building a relationship with a tech startup.

How important is it that a tech startup expresses an understanding of your lifestyle and values?

How likely are you to buy a product or service that you want from a tech startup that does not align with your values?

Conclusion

Tech startups launch into highly competitive environments where key brand elements can give you an edge over your rivals. In this landscape, it’s crucial to understand your audience. If they’re an already tech savvy crowd, then a .io domain could be effective. If not, we found that .com extensions provide significant credibility, while short, made-up words give brands a wealth of opportunities to discover creative and affordable matching domains.

Name, domain and brand identity should be built together to form a coherent whole, communicating your brand idendity through every customer interaction. Get started by exploring Atom’s collection of tech-related domain names today.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

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About The Author

Thom Davies

Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.

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