Avoid Deciding Arbitrary Irrelevant Brand Name

Your brand name should be either meaningless (fancifully invented) as that of Sony or Google or the name should be suggestive reflecting the purpose of a business, such as Airbus. Do not choose an arbitrary business name when your company offers something completely different.

For example, SolarWinds is an American company which deals in IT and software development. It has nothing to do with solar, wind power or any energy related business.

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Now imagine a user looking for a solar brand, finds the SolarWinds website and after landing on the homepage of its website finds nothing about solar – utter disappointment. The user will immediately return which may also negatively impact the SEO ranking of the website.

Surprisingly the company logo also reflects the connotation of the name rather than its work.

ED Carson who is IBD News Editor said that he could not understand the name of SolarWinds. [RD]

Example of another arbitrary name is Notebook Miami Beach which at first glance seems like a business selling stationery but in fact it is a lodging place in Miami. Its owner did another branding mistake of choosing a long business name as well as website domain name.

Similarly, the business name of Generator company seems like a business dealing in power generators but that is in fact a London based international chain of hostels, operating in Europe and the United States. Generator is an example of arbitrary business names and I do not recommend arbitrary name for a business. Another branding mistake of the owners is that they selected a domain, not exactly matching with its business name.

The brand name of Apple Inc is also a bad arbitrary name and they learned from the past mistake and all future products are uniquely branded such as iPhone, MacBook. Even Apple company was not shy of buying rights to use iPhone – originally the ‘Internet Phone’ by Linksys.

Please avoid selecting such arbitrary brand names, these are confusing and misleading for the users.

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