Yesterday’s post on our one-year domain registration anniversary got me reminiscing about the night we decided on the name “Genlighten” for our Etsy-for-genealogy-lookups startup. So I went looking on my hard drive for evidence of the other names we’d also considered.
I found only two:
- N-Gen [as in, n generations -- implying we'd help you trace your family back as many generations as you wanted, rather than the oft-mentioned four] and
- Thrubrick [as in, we'd help you get through your genealogy brick walls.]
“N-Gen” and the variants I came up with weren’t available as a domain name, and my family members quickly shot down Thrubrick as obscure and tongue-twisting (just try saying it three times fast!), not to mention just plain not-a-good-idea.
As I recall what happened next, I walked back down the hall to our bedroom/”corner office” and reflected that what we were trying to do was simply create a new way to “shed light” on the genealogical process. It was a small step from there to “Enlightened Genealogy Research” and a few moments later to “Genlighten” itself. My wife quickly approved… the domain was available… and there you have it.
- a word that literally relates to what the company does
- a word that evokes a feeling about the company’s product.
For me, “Gen” is what we do (genealogy lookups) and “enlighten[ed]” is how we’d like our customers to feel as a result of using our service. That’s a big [and scary] objective to strive for!