Substack Publication Naming: Launch a Newsletter Brand That Grows

Substack has become the go-to platform for independent writers, journalists, and thought leaders building direct relationships with their audience. Your publication name is the foundation of your newsletter brand.

How Substack Naming Works

Publication Name

Your newsletter's display name. This appears in email subject lines, the Substack app, and recommendations. It should be memorable and communicate your value.

Subdomain

Your URL is yourname.substack.com. This subdomain is your permanent address on Substack (though you can add a custom domain).

Custom Domain

Paid Substack plans allow custom domains (newsletter.yourbrand.com), which strengthens your brand and makes you less dependent on Substack's platform.

Naming Your Publication

Option 1: Your Name

Many successful Substack writers use their personal name as the publication name. This works when your reputation is the draw:

• "Lenny's Newsletter" (Lenny Rachitsky)
• "The Diff" (Byrne Hobart)
• Personal name builds transferable personal brand

Option 2: Descriptive Brand Name

A name that describes your content's value proposition:

• "The Hustle" — Business news, energetic tone
• "Stratechery" — Strategy + technology analysis
• "Not Boring" — Makes complex topics interesting

Option 3: Topic + Format

Combine your subject area with the content format:

• "AI Weekly"
• "Frontend Focus"
• "Climate Tech Report"

What Makes a Great Newsletter Name

Clear Value Proposition

Readers should immediately understand what they'll get. "SaaS Metrics Weekly" is clear. "The Lighthouse" is not.

Memorable and Shareable

Your name needs to work in "Have you read..." conversations. Short, distinctive names spread faster through word of mouth.

Works in Email

Your publication name appears in email subject lines and sender fields. Test how it looks in an inbox — does it stand out?

SEO-Friendly

Substack publications rank in Google. A name with relevant keywords helps with organic discovery.

Grows with You

Avoid names that are too narrow. "React.js Tips" limits you to one framework. "Frontend Weekly" gives room to evolve.

Substack URL Strategy

Choose Your Subdomain Carefully

Your Substack URL (yourname.substack.com) should be:

• Your brand name, lowercase, no special characters
• Short and easy to type
• Consistent with your other online handles

Consider a Custom Domain

Using newsletter.yourbrand.com or yourbrand.com:

• Strengthens brand independence
• Improves SEO with your own domain authority
• Makes you less dependent on Substack if you ever migrate
• Looks more professional

Growing Your Substack

Substack Recommendations

When other writers recommend your publication, new subscribers see your name and description. Make both compelling.

Substack Notes

Substack's social feed (Notes) increases your visibility. Your publication name appears alongside every note you post.

Cross-Promotion

Exchange recommendations with complementary newsletters. Your publication name is your calling card in these partnerships.

Guest Posts

Writing guest posts for larger publications exposes your name to new audiences. Make sure your publication name is memorable enough to act on.

Newsletter Branding Beyond the Name

Consistent Visual Identity

Logo, header image, and email template should create a recognizable visual brand.

Writing Voice

Develop a distinctive voice that becomes associated with your publication name.

Consistent Schedule

Whether daily, weekly, or monthly, a predictable schedule builds reader habits.

Check Your Publication Name

Before committing to a name, verify it's available as a Substack subdomain and across other platforms.

Use BrandScout to check your publication name across domains and social platforms. Ensure your newsletter brand is consistently available wherever your readers might look for you.