The Biggest Mistakes You Can Make When Naming Your Brand (And How to Avoid Them)
A brand's name is more than just a word; it's a powerful tool that can shape perceptions, evoke emotions, and ultimately contribute to your business's success. Whether you're launching a startup, rebranding an existing business, or introducing a new product line, getting your brand's name right is an essential part of the process which must not be overlooked.
Famous brand names like Amazon, Google and Nike weren’t born with such successful names. It’s likely you won’t have heard of Cadabra, Backrub or Blue Ribbon Sports, but this is where these brands originated: after lots of brainstorming, trial and error and audience testing, they became the brands we know today. So what did the entrepreneurs behind these companies do wrong at first, and how did they correct their mistakes?
Keep reading to discover some of the most common mistakes people make when naming a brand, and how to make a lasting impression in the market by avoiding them.
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Mistake #1: Forgetting about your brand identity
Your brand’s name should align with your brand’s values, mission, and culture. It should convey what you do and what makes you unique, and the best way to do this is by finding a story behind your name. This will help you to convey the correct feelings and ambience to your audience.
Example: In Greek mythology, Nike is the goddess of victory - perfect for a brand which aims to appeal to athletes aiming for first place.
Mistake #2: Overuse of generic terms
Don’t get overly obsessed with SEO keywords. They’re important and effective, but search engine algorithms are constantly changing, so you need to make sure your name has longevity. The use of too many generic terms can also stop you from standing out amongst your competitors, especially if they use similar names.
Example: A brand name like ‘Best Price Landscaping Services’ would be effective for telling your audience what you do, and may work for SEO, but it’s not memorable or impactful.
Mistake #3: Not keeping it simple
Long, confusing names can be difficult to remember and use, hurting your brand recognition and making it difficult for customers to find you. Say your name out loud - even if you’re based online, and make sure you haven’t accidentally created a tongue twister. Don’t use overcomplicated spellings or you’ll constantly be spelling your brand name out loud.
Example: When Sony first started out back in the 1940s, they were a humble electronic shop called Tokyo Tsushin Kogyo K. K. which is significantly harder to pronounce, especially for American audiences. As they globalised, the name was changed to Sony, from the Latin word for sound.
Mistake #4: Boxing yourself in
If you’re too specific when choosing your brand name, it could lead to problems further down the line. Your core business focus may evolve over time, and if your brand name is overly descriptive, you’ll have to fork out for a rebrand. This includes limiting your brand to a specific service or product, or a geographic area. Don’t include place names unless your business will always be location specific as it will confuse your customers if you do choose to expand to other areas.
Example: A few years ago, Dunkin’ dropped the ‘donuts’ from their name to reflect the company’s shift towards the coffee and drinks market. According to the Wall Street Journal, this rebrand cost them around $100 million.
Mistake #5: Not checking for originality
Make sure no one else owns the trademark for your potential brand name, or you might run into some legal trouble. You should also make sure the URL is available, as well as the social media handles, so you don’t end up with six underscores at the end of your account name. Finally, make sure the name isn’t shared by or similar to an established brand, even in another industry - or you’ll struggle to build brand recognition.
Example: Googol Tuition might be a cool name for a maths tuition company, but its similarity to one of the world’s most famous brands could hurt your brand identity.
Mistake #6: Forgetting to test the name on others
You might think you’ve come up with the perfect name for your brand, but you should always take time to test it on others and find out how your audience may perceive it. Consider choosing several alternative names, and then compare impressions to see which one resonates most with your target market. This testing phase will also allow you to weed out any names with potential negative connotations that you may not have considered.
Example: Jeff Bezos first named Amazon ‘Cadabra’ - as in, abracadabra, drawing on how their products are delivered the next day as if by magic. However, his lawyer pointed out the name’s similarity to the word ‘cadaver’, and it was promptly changed.
Mistake #7: Using your own name for a risky venture
Naming a business is no easy feat, and it takes time and creativity to find the perfect name. So why not just name it after yourself? Well, if the business then fails spectacularly, your name will be forever associated with it. Personal business names can also be hard to trademark, and it can make selling your company much more challenging in the future.
Mistake #8: Following short-term trends
While trendy words might seem appealing, they can quickly become outdated. It’s much better to opt for a timeless name which will remain relevant as trends ebb and flow, rather than a catchy phrase that can become overused and annoying. As trends develop, their associated audience can also change, and may no longer align with your target market. You may also find that a name you initially thought was unique and different is now similar to a lot of others.
Example: Businesses with ‘X’ in the name. This style is reminiscent of the 90s, and used to convey images of innovation and modernity, but is now a bit outdated - think Xerox and the X-Files.
Mistake #9: Explore other languages
This includes making sure your name doesn’t have an unwanted meaning in the languages of other countries you may market in, as well as using other languages to add personality to your name.
Example: After the famous baby food manufacturer, Gerber, tried to branch into the French market, they found out that their brand name unfortunately resembles local slang for ‘to vomit’. Unsurprisingly, the brand never quite took off in France.
Naming your brand is a pivotal step in building a successful business. Your brand's name is the first point of contact with your audience, so it should encapsulate your essence and values. By understanding what to avoid, you can create a brand name that resonates, differentiates, and endures in the minds of your customers. Remember, a well-chosen name is an investment that can pay off for years to come.
We can help you name your brand!
At UNBXD, we offer a wide range of branding services, including brand naming, logo design, brand identity, art direction and brand consultancy. Our team of branding experts are on hand to create distinctive, effective brand names in line with your brand’s identity.
