What’s in a Name: The blueprint behind building Bisly’s bespoke brand

In Europe, buildings consume a large amount of energy, accounting for 40 per cent of all energy use in the EU, according to the European Commission’s Energy Performance of Buildings Directive.

Most of these buildings are old, around 85 per cent were built before 2000, and many are not energy efficient.

In this case, smart building technology could help improve energy efficiency; however, it has been too expensive and complicated for widespread use.

Here’s where Estonian startup Bisly comes into play!

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Bisly: Providing smart building automation

 Founded in 2018, Bisly is a smart building automation company with a mission to help save energy.

The company offers intelligent building systems that are scalable according to customer needs.

These systems are easy to install, secure, cost-effective, and do not require any coding.

They meet all the expectations of construction professionals, including builders, property owners, and engineers, for an automated building system.

In this edition of “What’s in a Name,” we interviewed Bisly’s CEO, Ants Vill, to know the reason behind the company’s distinctive name, the story of how it was chosen, and what it represents for the brand’s vision.

From idea to identity

Ants said Bisly was born from a simple but ambitious idea — to bring intelligence and harmony to buildings, making them more sustainable, efficient, and comfortable.

“We wanted a name that felt sleek, modern, and a little playful, something that hinted at ‘smartness’ and ‘connectivity’ without sounding overly technical. In the process, Bisly emerged as a fusion of ‘building’ and ‘wisely.’ It’s shorthand for our mission of making buildings live wisely,” says Vill.

“Once we said it out loud, it just clicked. It was short, global, and even looked great as a domain — which is why we secured bisly.com right away,” he adds.

A name that mirrors the simplicity and vision

The Estonian company is on a mission to help save energy and contribute positively to the environment.

“Bisly reflects that vision in its simplicity. The name is quick, memorable, and globally accessible, just like the solutions we build. It suggests intelligence, clarity, and efficiency, which are exactly the qualities we bring to our technology and to our customers’ spaces.”

At present, Bisly is widely available for residential, commercial/public, and build-to-rent segments across Europe, with key focus markets in the United Kingdom, Germany, the Nordics, and the Baltics.

Long walk, whiteboard sessions and lots of coffee

According to Vills, the team spent a few intense weeks finalising the name for their startup, engaging in whiteboard sessions, taking long walks, and consuming far too many cups of coffee.

“We started with hundreds of possibilities. Some were too complicated, some too literal, and some were already taken,” he explains.

The goal was to find a name that felt timeless and could resonate across various cultures and markets.

“We tested each option by saying it out loud, imagining it on a business card, and asking ourselves: ‘Would we be proud to answer the phone with this name 10 years from now?” When we got to Bisly, every answer was “yes,” he states.

Importance of a digital-first world

Ants Will believes that it is important to realise the fact that we live in a digital-first world, where online identity often serves as the first impression.

“The fact that we could secure bisly.com without awkward hyphens or extensions was a huge plus. For us, the domain was part of the brand from day one, not an afterthought,” he explains.

Fortunately, the company avoided any direct conflicts and acquired the trademark without any hassles.

“That uniqueness is one reason we value the name so much; it gives us a strong identity to protect as we grow,” he adds.

No string attached

Ants Vill believes that the name Bisly is special due to its flexibility and gives that “no strings attached” vibe.

“It’s not tied to a single product or market, so we can evolve into new sectors, geographies, or technologies without the name feeling out of place. We see it as a brand we’ll be proud to carry for decades”, he explains.

Does name matter?

According to Ants Vil, success requires more than just a name; it depends on the blend of product, team, and customer relationships.

“But a good name makes it easier for people to remember you, talk about you, and feel something when they hear it. In that sense, Bisly is a door-opener: short, friendly, and full of possibility,” he concludes.