In the ever-evolving world of branding, securing the perfect name is both an art and a science. With businesses increasingly relying on AI-driven insights and community-driven validation, the brand naming industry is undergoing a major transformation.
One of the pioneers leading this shift is Darpan Munjal, founder of Atom.com (formerly SquadHelp), a platform that combines AI, crowdsourcing, and premium domain sales to help businesses find the right name. The platform has facilitated over 30,000 successful brand names and holds an inventory of 300,000 premium domains, making it a key player in the industry.
In this exclusive conversation, Darpan shares insights into the future of brand naming, the role of AI, and why companies are investing millions in securing the right identity.
Excerpts:
The brand naming industry has traditionally relied on agencies and brainstorming sessions. How is AI changing the game?
The process of naming has always been highly creative, but AI is bringing structure and data-driven insights into the equation. At Atom.com, we use AI to analyze market trends, linguistic patterns, and domain availability, helping businesses shortlist names that are not only unique but also resonate with their target audience.
Additionally, AI helps in evaluating the emotional appeal and phonetic quality of names, making it easier for brands to connect with their customers. This technology-driven approach is saving companies time and significant costs compared to traditional naming agencies. AI also allows us to predict how a name will be perceived across different demographics, which is invaluable for brands looking to scale globally.
Crowdsourcing is a big part of your platform. How does it work in the context of brand naming?
Brand perception is subjective, which is why community validation is crucial. We have a global community of over 120,000 creatives who contribute name ideas, vote on them, and provide feedback. This helps businesses test a name’s appeal in real time, ensuring they choose something that will work in the market.
Crowdsourcing adds a layer of creativity and democratization, making the naming process more inclusive and diverse. We often see unique and unexpected suggestions emerge from the community that might not have been considered otherwise. This collaborative approach allows businesses to tap into a wealth of creativity beyond their internal teams.
You recently rebranded from SquadHelp to Atom.com. What drove that decision?
As our business evolved, we wanted a name that reflected our broader vision. "SquadHelp" originally emphasized crowdsourcing, but our platform has expanded to include AI-powered name generation, domain sales, and branding services.
We acquired Atom.com because it is short, powerful, and memorable, aligning with our mission of helping brands build a strong identity. This move also highlights the growing importance of premium domain names in brand positioning. A name like Atom.com immediately conveys strength and simplicity, which is exactly what we help businesses achieve with their own branding.
Speaking of domain names, why are businesses investing millions in securing premium domains?
A strong domain name is no longer just an online address—it’s a strategic asset. Businesses that own short, keyword-rich domains gain instant credibility and brand recall. Studies show that companies with premium domains tend to see higher conversion rates and better SEO rankings.
We’ve seen startups and enterprises alike invest six and even seven figures in securing the right domain. It’s a long-term investment in brand authority and online presence. A great domain name can be the difference between a brand being easily found and remembered or getting lost in the noise of the internet.
How does AI help in evaluating the potential success of a brand name?
One of the key advantages of AI is its ability to analyze historical data and consumer trends to predict the effectiveness of a name. We use machine learning models that assess a name's uniqueness, linguistic appeal, and competitive positioning. AI can even detect phonetic similarities to existing brands, helping businesses avoid legal risks.
Moreover, AI is enabling businesses to test names in different cultural and linguistic contexts. For instance, a name that works well in one market might have unintended meanings in another language. AI helps brands navigate these complexities and choose names that are globally viable.
With AI playing a bigger role in branding, where do you see the industry heading in the next five years?
I believe we’ll see AI becoming even more intuitive, predicting naming trends before they happen. AI will help brands develop hyper-personalized names, tailored to their industry, audience, and cultural relevance.
Additionally, the intersection of blockchain, NFTs, and digital identity will change how companies secure their brand names online. Businesses are already exploring decentralized domain names that provide greater security and ownership rights. The naming industry is set for more disruption, and those who leverage technology and creativity together will come out ahead.
How do you think businesses can balance creativity with data-driven insights when naming their brand?
It’s all about striking the right balance. Creativity will always be at the heart of branding, but data provides guardrails to ensure that creativity is effective. AI and data insights help filter out names that may not work well, while human creativity ensures the final selection is emotionally resonant.
We encourage brands to use AI and crowdsourcing as tools, but ultimately, the final decision should come from a place of strategic alignment with their business goals. The best brand names are those that tell a story, evoke emotion, and stand the test of time.
With AI and crowdsourcing redefining brand identity, the multi-billion brand naming industry is no longer just about creativity—it’s about data, strategy, and digital-first thinking. As businesses compete for attention in an increasingly crowded market, securing the right name is more critical than ever.
