{"id":1562,"date":"2024-12-11T13:38:02","date_gmt":"2024-12-11T13:38:02","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=1562"},"modified":"2025-01-06T08:34:53","modified_gmt":"2025-01-06T08:34:53","slug":"industry-insights-tech","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/industry-insights-tech\/","title":{"rendered":"Industry Insights: Essential Data for Branding Tech Startups in 2025"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Summary:<\/strong> 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.<br><br>Key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>.com domains are the <strong>most credible<\/strong> for tech startups.<\/li>\n\n\n\n<li>A <strong>longer .com domain is more credible<\/strong> than a shorter domain at an alternative extension.<\/li>\n\n\n\n<li>Add-on words <strong>harm credibility with 91%<\/strong> of consumers.<\/li>\n\n\n\n<li>31% of consumers say the <strong>most important aspect of a startup name <\/strong>is simplicity.<\/li>\n\n\n\n<li>Short, easily pronounced made-up words <strong>make consumers most curious<\/strong> about a tech startup.<\/li>\n\n\n\n<li>Single-word names <strong>generate significantly more trust<\/strong>.<\/li>\n\n\n\n<li>Tech names should <strong>evoke innovation and creativity<\/strong> alongside trust.<\/li>\n\n\n\n<li>78% say a tech startup should have a clearly articulated <strong>social, ethical or environmental mission<\/strong>.<\/li>\n\n\n\n<li>Mission-based branding hits home, while AI is <strong>the least impactful branding trend.<\/strong><\/li>\n\n\n\n<li>84% say a tech startup should demonstrate an understanding of their lifestyle and values.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> 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\u2019 aspirations, values and needs. Our goal is to help new and rebranding tech startups understand customer perception of names, domain names and brand positioning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Audience: <\/strong>A representative panel of American consumers aged 18 \u2013 64. We asked a qualifying question to ensure our panel are engaged with<strong> <\/strong>tech industry brands: all respondents use products or services from technology-focused startups (e.g., app-based services, online platforms, or digital tools) either \u201cfrequently\u201d or \u201coccasionally\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Our Results<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Domain Name<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A spate of high-value domain acquisitions from tech startups, including Friend\u2019s purchase of <a href=\"https:\/\/techcrunch.com\/2024\/08\/10\/maybe-friend-wasnt-crazy-for-spending-1-8m-on-a-domain-after-all\/\">Friend.com<\/a> and OpenAI\u2019s <a href=\"https:\/\/techcrunch.com\/2024\/11\/06\/openai-acquired-chat-com\/\">investment in chat.com<\/a> 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, <a href=\"https:\/\/www.atom.com\/radar\/domain-name-data-and-insights\/\">explore our core research on domain names here<\/a>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>.com domains are the <strong>most credible<\/strong> for tech startups.<\/li>\n\n\n\n<li>.tech <strong>ranks higher<\/strong> than .ai.<\/li>\n\n\n\n<li>Our research into domain familiarity shows that those <a href=\"https:\/\/www.atom.com\/radar\/51-are-familiar-with-co-domains-2024-alternative-extension-familiarity-survey\/\">in the tech industry are <strong>more likely to recognize .io domains<\/strong><\/a>.<\/li>\n\n\n\n<li>A <strong>longer .com domain is more credible<\/strong> than a shorter domain at an alternative extension (e.g. intentapp.com vs. intent.app).<\/li>\n\n\n\n<li>Add-on words <strong>harm credibility with 91%<\/strong> of consumers.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Rank the following domain extensions from most to least credible for a tech startup.<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a52839845128&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a52839845128\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"392\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/teche-1024x392.png\" alt=\"\" class=\"wp-image-1565\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/teche-1024x392.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/teche-300x115.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/teche-768x294.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/teche-1536x588.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/teche.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>For a tech startup&#8217;s website, which domain name is more credible?<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a528398453d8&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a528398453d8\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcUTiS4ulsltE78P9bw0XehmgoxzPRBO53pxYhoW4HvuSPI1v1EtZTKdYgWdPpZcnoXA_S28QPZOtSHtetcfJFEmniqEF9pAIdryxT06syxJUwm1q-Qa6srED3yj5b6KX6fr-wp?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>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&#8217;s credibility when shopping online?<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a5283984562d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a5283984562d\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcjgmiv3ue1fr2cZMVtCFvrO2C7f8bA91Rb9n5kOpRMpSu80OLckFkj6iMLnO4Cff0BCzZD75RE1WEnjx5zUE9XNUkswtZxUVm98sKa0vgwiGNV0zwgpPT_6aFkzeGDtJOtbTC9wQ?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Naming a Tech Startup<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your brand name plays a key role in building a connection with your customers, as well as indicating your potential to investors. Explore <a href=\"https:\/\/www.atom.com\/radar\/business-naming-insights-and-data\/\">our core research on business names<\/a> \u2014 including what venture capitalists look for in a name when deciding where to invest.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>31% of consumers say the <strong>most important aspect of a startup name is simplicity<\/strong>.<\/li>\n\n\n\n<li>Short, easily pronounced made-up words <strong>make consumers most curious<\/strong> about a tech startup.<\/li>\n\n\n\n<li>Single-word names <strong>generate significantly more trust<\/strong>.<\/li>\n\n\n\n<li>Tech names should <strong>evoke innovation and creativity<\/strong> alongside trust.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>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.<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a528398459cc&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a528398459cc\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXffKbbfJYN8isCzTWazJOQ2vaelRLxtx-xVI09EhQt2B_aDwv3ZEPDBt4Wj2O6odbMOQ1HPhhqrg5KjC3enNOJok35IysjtRVxTfldkdQEOx4dGVsd7wCblR2mTNpUwQXf-HyIa4Q?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Rank the following name types based on how curious they make you about a <\/strong><strong>tech startup.<\/strong><strong> 1 is most curious, 5 is least curious.<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a52839845c10&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a52839845c10\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcQOJrWgkhc1WxCTP3r6YW9yVAD2XCQHwmHiEapyHsRyfYFMUIboBM42vVanCQGCSJxUC7CW5yFd92c1wDIeBDg_8lU-8rvsDd-BSaSKBCvQlAutNqIJPre6BTzPIB4XyWbT4yN-A?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Which naming style builds more trust when you\u2019re hearing about a <\/strong><strong>tech startup<\/strong><strong> brand?<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a52839845e75&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a52839845e75\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfgLWH9waxSkdZfbPCXvgOqiN_rkzo-Vcq7p85Y-gs5HBtou_mkqYiqgi6El7wtZblK58PxNjB_w2gl5DYSCj7uWmw5bMYMjFjNjhpyql6nF8x3qiqk7ObANHARe690HEbIbr-tlQ?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Do you prefer a <\/strong><strong>tech startup<\/strong><strong> name that describes the product\/service or a more creative name?<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a528398460af&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a528398460af\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdL9q2C3-4dpd_cu7qsFI3n1PUzsr9j99CBNvzVGXx2TLB47EetUK0MO80E0X0R66egBrXefqlAt4Hn3dv9Gt5zjd2mTmp1WdH4e_I4sMPIc37ZpOrh68qHh9liudYKdXs9yq9w4w?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>What emotions should a tech startup name evoke for you to feel connected to the brand? Choose up to two.<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a5283984699c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a5283984699c\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"381\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech2-1024x381.png\" alt=\"\" class=\"wp-image-1564\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech2-1024x381.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech2-300x112.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech2-768x286.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech2-1536x571.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech2.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Brand Identity<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">From Apple\u2019s cutting-edge trend setting to Airbnb\u2019s 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\u2019 perception of the brand. Explore further with our <a href=\"https:\/\/www.atom.com\/radar\/branding-data-and-insights\/\">core research on branding<\/a> in 2025.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>78% say a tech startup should have a clearly articulated <strong>social, ethical or environmental mission<\/strong>.<\/li>\n\n\n\n<li>Mission-based branding hits home, while AI is <strong>the least impactful branding trend.<\/strong><\/li>\n\n\n\n<li>84% say a tech startup should understand their lifestyle and values.<\/li>\n\n\n\n<li>Half of customers wouldn\u2019t buy from a tech startup that didn\u2019t align with their lifestyle and values.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>How important is it for a <\/strong><strong>tech startup<\/strong><strong> to have a clearly articulated social, ethical or environmental mission?<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a52839846d5d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a52839846d5d\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXf5eyqUb88s_gbrQMGRvdbBoZam_vWM-_J6OqBHWZt64I2c7COELaDFNxjWLjIPwRCi0pM-fUxEldsUG6zOo6TJpiiBepjDd7LmOfPFbPge2iU3BAjY0rHtOFsbMS1PdkUUE3Gneg?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Rank the following branding trends from most to least impactful for a tech startup.<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a52839846fa2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a52839846fa2\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfMZM6GnGwilRo0Ye4w2gtFfs65xpJKdZEiSMer0tyNRKTslM8XI22KiXFZ2QxPwKYw52DilF8cOUugrL7jcNs3ySbGuJHoH1-Arfn8Kv6k24hkXLqrZkUyQ2quvlqGNv5iq6eqdA?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Rank the following in order of how important they are in building a relationship with a tech startup.<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a52839847889&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a52839847889\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"395\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech1-1024x395.png\" alt=\"\" class=\"wp-image-1563\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech1-1024x395.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech1-300x116.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech1-768x296.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech1-1536x592.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/12\/tech1.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><br>How important is it that a tech startup expresses an understanding of your lifestyle and values?<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a52839847b03&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a52839847b03\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdI1PFqy-OqnvSyE9bvkcUueUOWkJu9jTTSJpcoJcsuIf9kEV1az1tWvxlAVbcKBWIm3-RGOIDzdVdC9c8vHp43fz5MRqF4b2UWHW_kX7Z2CBfGU0BG0osf5wQDMh8DKczath-Bkw?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>How likely are you to buy a product or service that you want from a tech startup that does not align with your values?<\/strong><\/h4>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a52839847d65&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a52839847d65\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcqv3fy-m7rwz_amtpJ1XGxw5mt4BhupHrJeFiTgNCcUEIIaPiwInOq1WC9DMxTPSVCTQ80knPF4swiIdGEXbtFndftB-tpP5OYNl-CO9UdAe1IV8tIT7_QYEOjW9u4ul8TFl0AkQ?key=PUZmsAEMy2i7X3VzO8LlUDMW\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tech startups launch into highly competitive environments where key brand elements can give you an edge over your rivals. In this landscape, it\u2019s crucial to understand your audience. If they\u2019re 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s <a href=\"https:\/\/www.atom.com\/premium-domains-for-sale\/all\/q\/tech\">collection of tech-related domain names<\/a> today.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this comprehensive, data-driven guide to naming and branding a tech startup, we presented 12 questions to a representative audience of American consumers. 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