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How to Avoid Common Slip-ups When Naming Your Business 

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One of the most critical branding elements and key decisions an entrepreneur must make is naming their company. Coming up with a good name could be time-consuming and challenging, but getting it right the first time is critical.

A good name could help create a strong identity for your brand and make it easier for people to locate and remember it. However, finding the perfect name is not always smooth, and business owners will sometimes make terrible naming mistakes.

To avoid these common naming mistakes, entrepreneurs must be aware of them and how to prevent them, research every potential name, perform audience testing, or simply run Squadhelp brand naming contests to get the right name for their brand.

And fortunately, that’s what we will focus on in this article.

Let’s get started.

What Most Companies Get Wrong When Trying to Choose a Name

When naming a company, many entrepreneurs make the mistake of speeding through the process. They try to work as fast as possible without conducting essential research and quality control.

This can result in a name that is unclear, lacks brandability or has no relevance to its intended audience. When coming up with a name, entrepreneurs must take their time and pay great attention to detail.

The Most Common Entrepreneurial Naming Errors

There are various blunders that entrepreneurs frequently make while naming their businesses. Below are a few of them:

  • Choosing a generic name: Generic names blend in with the crowd and are quickly forgotten or confused with those of a comparable brand. They are also frequent copyright violators of trademarks and can cause you some legal troubles. Furthermore, they make your company’s name sound boring and unoriginal.
  • Choosing a lengthy or complicated name: Long names can be challenging to remember and easily confused with other names. Confusing names can cause your consumers to abandon your brand name or favor a company with a better name.
  • Choosing a hard-to-spell or pronounce name: Customers may find it hard to identify and remember a name that is difficult to spell, memorize or pronounce. This can also make recommendations to other consumers more demanding.
  • Not considering how the name will translate into other languages: This can lead to awkward and perhaps catastrophic blunders that can hurt your brand and make clients reject your name.
  • Failure to set a tone or analyze the implications of your name on your entire brand: A brand’s ideals and aims should be communicated through its name. A name that indicates superiority or a lack of knowledge may be inappropriately based on your target demographic, market, or tone.

How to Avoid These Errors

1.    Remove Brand Clutter for Better Communication and Connection

To find a great name, you must reduce brand clutter and clearly communicate your firm to your customers.

A great name should be vivid and memorable and elicit an emotional response from its target audience. It should be easy to say and spell, and there should be no trademark issues.

Every business name should also have a corresponding, accessible domain name. These are the essential features that make a name beneficial to a business.

2.    Establish Your Brand Tone

When naming a company, entrepreneurs must consider the tone they want their brand to have. Your brand’s name should express your business’s values and aims. Failing to do so could have some adverse effects on your business. 

For example, “The Fun Solutions Company” may appear too casual and unprofessional, whereas “The Professional Solutions Company” may appear corporate and stuffy.

3.    Consider Other Languages When Naming

When developing a brand name, entrepreneurs frequently overlook how the name will translate into other languages. This can result in humiliating and sometimes catastrophic errors. You should be aware of the vital international languages and consider them when naming so that your name does not fall short of expectations or become a victim of a translation problem.

4.    Always Test Your Name With an Audience

Before choosing any name for your brand, it’s best to perform a simple audience test to ensure that they connect with your target clients.

Audience testing can assist entrepreneurs in identifying any possible name issues, such as misunderstanding, lousy pronunciation, or a lack of connection with the target audience. This will help you spot errors and give your brand a distinctive and meaningful name.

Conclusion

Naming a company is a serious decision that should not be taken lightly. Entrepreneurs must devote time and attention to these vital details to ensure the name connects with its target audience.

They should also avoid frequent blunders such as selecting a name that is too generic, lengthy, complicated, difficult to spell or pronounce, trendy, or poorly translated in other languages. By avoiding these common blunders, you can easily pick the perfect name for your company.


Grant Polachek is the Head of Branding at Squadhelp, a 3X Inc. 5000 company. Squadhelp is one of the most effective brand naming agencies in the world. They’ve critically analyzed over a million names and compiled a massive, dependable list of great company and domain names used by numerous growing startups and industry leaders.

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