Squadhelp announced a complete rebrand this morning. The company is now known as Atom, and it acquired the Atom.com domain name in advance of the announcement. I believe Atom is a superior brand name than Squadhelp. This is a nice example of a company’s growth leading to an investment in its future via authoritative rebrand.
In this morning’s press release published below, Atom Founder and CEO Darpan Munjal commented about why the company decided to embark on this rebrand:
“We deeply believe in the importance of a world-class brand and the concrete impact it has on business results. Squadhelp was a great brand for what we used to focus on exclusively – crowdsourcing business names with the help of a vast creative community. But, Atom helps us take everything to the next level. Atom is an inspiring, memorable, and innovative name that people can get excited about. As a naming startup, with this tier A+ name and domain, we are betting on ourselves and aspiring to become a B2B household brand.”
The company also published a blog post to discuss the rebrand.
I am sure it was quite expensive to secure the Atom.com domain name. I asked Darpan if he would be willing to share the sale price for publication, but he declined to do so.
As an Atom customer, I think the new brand name is considerably better. I will continue to use Atom and hope this new brand translates into additional sales and revenue for my business.
Press Release:
Squadhelp – The World’s Leading Naming and Branding Platform Rebrands to Atom
Atom is Building a Startup Ecosystem For Naming, Branding, and More
[April 17, 2024, Hoffman Estates, Illinois] — Squadhelp – the world’s largest company naming and branding platform – is thrilled to announce its rebrand to Atom.com.
Since 2011, Atom (formerly Squadhelp) has helped 50,000+ clients, including Nestle, Pepsi, Dell, Alibaba, Hilton, Phillips, and Kellogg’s. Atom will offer a full startup ecosystem for ambitious new businesses, providing the brand building blocks every startup needs to thrive, starting with the perfect domain.
CEO and founder Darpan Munjal launched the business as a bootstrapped passion project while focusing primarily on other ventures. His vision: finding a business name shouldn’t be hard.
This simple idea led to the creation of a platform for crowdsourcing business names. That platform, Squadhelp, was powered by a group of creatives which soon grew into a huge naming community. Since then, Atom has been recognized as an Inc. 5000 startup for three consecutive years and one of the Most Innovative Companies by Inc. Magazine while being consistently highly rated by clients and creatives alike.
In March 2023, Atom secured $10 million in strategic investment from Hilco Digital Assets. This allowed the company to move into a new stage of ongoing growth, including expansion of the team, accelerated development of new game-changing offerings, and significant increases in overall marketing investments.
As naming experts, however, the team at Atom knew it was also time for a rebrand.
“We deeply believe in the importance of a world-class brand and the concrete impact it has on business results. Squadhelp was a great brand for what we used to focus on exclusively – crowdsourcing business names with the help of a vast creative community. But, Atom helps us take everything to the next level. Atom is an inspiring, memorable, and innovative name that people can get excited about. As a naming startup, with this tier A+ name and domain, we are betting on ourselves and aspiring to become a B2B household brand,” said Darpan Munjal, founder and CEO of Atom.
Hilco Digital Assets Managing Director Andrew Miller highlighted the strategic importance of the rebrand to Atom.
“We invested in Squadhelp because of its many strategic and technology advantages as a naming platform, but from the outset, we were aligned on acquiring a next-level, hear-it-once remember-it-forever brand, one that conveyed the power and importance of having a world-class domain name for both the company and its customers,” Miller said. “I have been involved in many of the most prominent domain name brands for over 26 years, and Atom.com is a game changing brand name for this platform.”
The company aims to become the go-to naming and branding destination for both new and expanding startups, with plans to add further services under the Atom umbrella. Atom’s startup ecosystem will offer tools across domain sales, naming, testing and customer insights, trademark and IP protection, creative services, and more all while maintaining their current domain name marketplaces and crowdsourced naming contests. The company will continue to draw on the expertise of its internal team and global creative community backed by innovative AI technology built to support the Atom experts.
“Just like atoms are the building blocks of the universe, Atom.com will provide the building blocks of success for every great startup,” Munjal added. “It will be an ecosystem for early-stage startups that offers founders everything they need to build and launch a new brand or grow an existing one.”
Users can visit the company at atom.com.
About Atom:
Atom, formerly Squadhelp, aims to provide everything you need to launch a successful brand, starting with a name. Alongside the best collection of premium domains on the internet, Atom offers an ever-evolving suite of tools for naming, audience testing, brand alignment, trademark, and much more. The platform is powered by an internal team of experts who have worked on 50,000+ naming projects and with brands like Dell, Alibaba, and Nestle, supported by cutting-edge AI and a brilliant community of creative freelancers.
Congratulations to Darpan & the Atom team. I’m also a customer. This is surely a positive rebranding from the somewhat convoluted predecessor Squadhelp. Last summer I’d tried to entice them to Brandsy.com as an improved business name (maybe they took offense at mentioning Squadhelp brought to mind squid…). Atom is short, single-syllable and powerful – though Brandsy makes it clearer what business we’re in, and remains available for another. Looking forward to a radiant future.
I’m disappointed in this move. I get single word names can be powerful and establish instant credibility but it does not always work especially on a rebrand. “SquadHelp” actually was unique and interesting. I think it gave them character. “Atom” is not fitting. I get what they are aiming for (in the beginning) however it’s really an obscure term. Further “Atom” does not pass the “radio test” I think most will hear and think “Adam” I have an good idea of what could have been better but in the end I think they should flip back to SquadHelp and put Atom.com on the exchange for sale.
Finally they took my business advice.
This time I won’t charge them… consider this a free courtesy consultant.
Atom is a better rebrand than Dan was. Most people don’t know what Dan stands for.
Nice domain name, but don’t really get the brand. Why atom?
Having a one word dot com domain can give a strong and powerful impression at present. Having said that, if I were to make a rebranding decision, I would take whether my new brand name can better showing my company’s characters and visions more seriously than whether my new domain is a one word dot com.
You certainly can’t argue that ATOM.COM isn’t a significant upgrade to it’s previous name.
If you seriously believe that a great premium domain name can move the goal-posts towards greater success then I think the proof of the pudding will be in the eating.