10 Common Mistakes in Business Naming
These are are the most common mistakes entrepreneurs do while deciding a business name for new startup, company. You should avoid these brand naming mistakes. → Watch Video.
Many business owners do mistake of choosing a non-scalable business name – for example, Dunkin’ Donuts did this mistake and later they had to remove the word Donuts from the name to make it scalable when they launched other products, such as coffee.
Mistake of Making City, Country, or Geographic Name as Part of Brand Name – for example, Arnott Europe did this mistake. However, later they had to remove the word Europe from the business name when they extended business operations outside of Europe such as in USA. By including a city name or country name, you restrict the future possible expansion of your business to other cities or countries - and remember that rebranding is a costly process.
Not registering a same website domain name as the business name. A domain costs only around $20 per year and it is not necessary to immediately create website on that domain. Therefore, I always advise that you should register a domain first before finalizing the business name. Your business name and website domain name should be exactly matching for customer trust.
Naming a business after your own name. These business names are hard to defend against any trademark infringement. For example, the famous company, Siemens AG could not defend its name when an American with the same name registered a business as Siemens Consulting. By the way, you should also search trademarks data to avoid any infringement of a famous brand name. Naming a brand after the founder’s name is not a good business strategy.
Some entrepreneurs do mistake of choosing a business name with repetitive sound of letters, which makes it difficult to speak. These are examples of company names with this mistake - HireRight, Vaxcyte, and BitTorrent, Xstrata. Please avoid this mistake.
Most startups do mistake of deciding a business name having some dictionary meanings. It is a wrong practice. So, what was the meaning of most successful companies such as Sony, Google, and Canva? Nothing. Therefore, always decide a fancy, non-dictionary, unique and meaningless business name.
Mistake of choosing a business name consisting of brand initials or acronyms. You should avoid this mistake because it makes the business name difficult to remember and difficult to pronounce. These are examples of some company names with doing this mistake. LEVC - URL: https://levc.com/ , RAESR - URL: https://www.raesr.com/, AVROTROS - URL: https://www.avrotros.nl/
Mistake of Choosing Extra Long Business Name. A long brand name becomes non-brandable. Notebook Miami Beach, Richard’s Motel Studios, are some examples of extra long business names. Always choose a short business name for strong brand identity.
Most people make mistake of including descriptive terms in brand names. For example, the words ‘pharmacy’, and ‘books’ in these brand names (Brooks Pharmacy, Mast Books) are descriptive terms. In my research, such business names do not create a unique brand identity and often lead to failure.
Deciding a business name which is difficult to pronounce and confusing to speak. TAGHeuer (Wrong: Tag-hew-er) (Correct: TAAG-HOY-YER), Chevrolet (Wrong: chev-ro-let) (Correct: shev-ro-lay) are examples of such company names. Always choose an easy to speak brand name.
For tips on choosing a great name for your business, either, explore videos in specific business naming playlist on our YouTube channel, Or simply read this Dozro article about deciding a company name, on this website.
