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The Top Brand Naming Mistakes to Avoid at All Costs



The Top Brand Naming Mistakes to Avoid at All Costs

The Top Brand Naming Mistakes to Avoid at All Costs

Your company name doesn’t just help you stand out from the competition; it also helps build your brand and establish credibility with consumers and business partners.

Brand naming can be difficult, as there are a lot of factors to consider. Still, it can also be extremely rewarding if you follow these tips for the top brand naming mistakes to avoid at all costs.

The Top Brand Naming Mistakes to Avoid at All Costs

1. Don’t Use Made-up Words

When it comes to generating a successful business name, there are many different routes you can take. However, one common mistake business owners make is using made-up words. Made-up words sound strange and can be difficult to remember or spell.

Additionally, they might not have any connection to the product or service you offer. Instead, consider using a business name service to help you find a great name that is both creative and descriptive. A good business name service will help you identify potential names that communicate your brand’s values, appeal to customers, and are memorable and easy to pronounce.

2. Avoid Long Names

When naming your business, it pays to keep it short and sweet. Long names can be difficult to remember and pronounce, leading to lost customers and missed opportunities. If you’re searching for a new name for your business, consider using a business name service that specializes in helping you create a memorable yet succinct name.

A good business name service will also ensure that your desired name isn’t already taken by another company, helping you to steer clear of any potential legal issues down the road.

3. Don’t Be Too Literal

One common pitfall businesses make when naming their company is being too literal. For example, a business name service may think that naming themselves “Business Name Service” makes sense, but this could be seen as a generic, unmemorable name.

A name like this could make it difficult for customers to find your business in search engines or other online marketing outlets. Instead, companies should strive for creative and memorable names that accurately reflect their products or services.

Additionally, suppose you have a brand name that is too similar to another business. In that case, you may have to go through a daunting, long, and potentially expensive process of finding another name. Rather than going with the most literal option, get creative!

Brainstorming names with friends or colleagues can often lead to great ideas that capture the essence of your business. Consider what emotions you want your customers to feel when they think of your company, and then try to create a name that reflects that sentiment.

Also, it’s always a good idea to check to ensure no trademark issues with the names you’re considering. Ultimately, avoid the mistake of making your business name too literal.

Instead, try to come up with something more unique and memorable that reflects the products or services your company provides. Your brand name is the first point of call that potential customers will see. So, it should be something that stands out from the crowd and captures the attention of your target audience.

4. Be Careful With Puns

Regarding brand naming, it’s important to consider the implications of the words you use for your business name. For example, puns are a popular choice for business names. Still, they can also be a big disaster if used incorrectly. At least 74% of S&P companies, including MasterCard, were forced to rebrand within their first seven years because they changed their logo. While this may not resonate with every business, it speaks volumes about why you should take your branding strategy seriously.

When coming up with a clever play on words, consider whether or not it will be too confusing for potential customers to understand. Additionally, make sure you don’t pick a name that may inadvertently be offensive or inappropriate.

A great business name service can help you brainstorm and ensure your final choice makes sense. They can also provide expert advice and feedback on the best options for your brand name.

The Danger of Naming Your Brand Based on Emotions

When naming their business, many entrepreneurs think they know what will work best. Unfortunately, one of the most common mistakes is basing a brand name on emotions. It may seem like a superb and justifiable idea to draw on emotions and feelings to help name your business, but it can lead to disaster if not done correctly.

Using a business name service can help you avoid this mistake. When creating a brand name, it is important to consider what it says about your business and how potential customers perceive it.

Ultimately, choosing a business name that accurately represents your company is important, not just one that resonates with your personal feelings. Using a professional business name service can help ensure you don’t make a mistake in your brand naming process that could hurt your business in the long run.

Bad Business Names Get Easily Misinterpreted

It’s important to remember that a misconstrued business name can quickly damage your reputation, so take the time to do thorough research before settling on a name. It is worth mentioning that most businesses often consider rebranding every decade to keep them relevant as their business evolves. This should push you to have a branding blueprint laid out, so you don’t have to scramble for ideas when the time comes.

Another common mistake is not considering how your business name will appear when trademarked or used in domain names. Even if your chosen name seems perfect on paper, you must consider how it will translate in other formats.

A great way to test this is by running it through a business name service that can alert you to any potential problems ahead of time.

Finally, many companies choose names that are too vague or generic. Without proper differentiation, these names can easily be lost among the competition and confuse customers. A good business name should evoke emotion, be memorable, and clearly communicate the essence of your company.


When crafting a business name, it pays to invest the time and energy necessary to ensure you don’t fall victim to any of these common mistakes. By using a professional business name service and exercising caution in your decision-making process, you can ensure that your new business name stands out from the crowd and offers the perfect representation of your brand.

Grant Polachek is the head of branding for, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients from early-stage startups to Fortune 500 companies.

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