Coming up with a name for your company can be very difficult. Many people have tried and failed, with the results sometimes proving catastrophic. Company naming should be done very carefully, and there are many mistakes that you should try and avoid when doing so. Let’s take a look at what some of these are.
Choosing a Difficult Name
One fatal error you could make would be to choose a name that is either hard to pronounce or spell. Your company name has to be catchy and a difficult name will not stick in the memory of your intended audience. Similarly, obscure names and metaphors should be avoided at all costs as the name may not be as clear to others as it is to you. If the intended message from your name does not transfer to the minds of the viewer, it is a massive no go. Too many companies overthink their name but avoiding all overly clever and overly creative names will be beneficial. A good idea would be to create your own word or use a portmanteau and combine two existing words. However, if you go down this route, you must guarantee that the word is succinct and clear. If you use an existing word, it is important to note that advertising costs will rise. On the other hand, a made-up word makes your brand distinctive, but it is still a risk at the same time.
Choosing an Unavailable Name
One of the worst things you could do when choosing a brand name is picking a name that has already been taken. It is important to tackle all legal aspects straight away as you don’t want to find a name and then have to deal with a trademark dispute because you neglected to check its availability. If you get into trademarking troubles, this could result in giving your brand a bad reputation and make you seem untrustworthy. Once you have checked if your name is registered as a trademark, make sure to hire a specialist attorney to do a thorough search and provide you with a guarantee. If your name already exists, potentially consider similar names. However, do not choose one that is too similar as this may also cause issues. As soon as you have a name that hasn’t been taken, trademark your name before someone else does.
Being Too “Local”
Many people have made the mistake of including their town name within the name of the brand. Do not do this. Yes, it may make you rank high locally in google but it won’t make you stand out. You are potentially excluding customers by doing this and customers from further afield may interpret a localised name negatively, as it can imply that you won’t be able to meet the needs of those who aren’t in the immediate area. Remember, if you want your business to expand then having a town name will restrict this, as it is extremely costly to change the name of your business further down the line.
Playing it Too Safe
A boring brand name is an absolute nightmare. What actually makes you different? If the premise of your company’s purpose isn’t particularly fascinating, that does not mean that the name has to have the same connotations. Contemplate the personality that you want your brand to have and choose a name that mirrors said personality. Also, avoid overused terms and consider the customer’s benefits when choosing the name.
So, as you can see there are several mistakes one could make when choosing a company name. However, having read the above advice, we hope you are in the best possible stead to come up with an amazing name that will resonate with your audience. Happy naming!