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5 Most Common Brand Naming Mistakes and how to avoid them

Do you want to set yourself up for success when it comes to building your business? Brand naming, though it’s often overlooked, is one of the most critical branding decisions you’ll make and you should take the time to do it right.

The name of your company is your opportunity to make a great first impression on potential customers. In this blog post, we’ve put together the 5 most common mistakes people make in brand name development so that you can avoid them.

Brand naming mistakes

1. Using creative spelling

A common mistake that we’ve seen people make time and time again is choosing a “creative” spelling for their businesses. Though it might sound like a good idea at first, well, in most cases, it’s not. Potential visitors will get confused when looking for your brand online, and you will lose many of them to the URL with the right spelling. Flickr.com lost more than 3 million visitors per year to Flicker.com.

When naming your brand, flexibility is key. It’s better to give up on one idea and go for another name than to struggle to make your idea work.

2. Going for short-term trends

Unless your goal is to make some short-term quick money, naming your brand a trendy name is not in your best interested. Remember all the “[blank] 2000” companies? Copier 2000, WebExpert 2000, Hardware 2000 and so on. That did not go well.

3. Making up difficult words

Before Google become the powerhouse that it is today as the number one visited website in the world, Google was not a word and googling was definitely not a verb. You would never hear someone saying – I googled it. Same goes for skyped or tweeted.

Invented words can become fantastic brand names when they are easy to say, memorable and somewhat evocative. On the other hand, a massive brand naming mistake is choosing complicated words that are hard to say, spell or understand.

4. Not planning and choosing a limiting name

When it comes to long-term branding, it’s crucial to have expansion in mind. Whether you have one product or service, naming your business after it will limit you. Think about it, if you open a store and call it “Joy’s Cat Toys,” you’ll always be bound to selling cat toys.

Once your business grows, the name won’t be relevant anymore.

5. Choosing unpronounceable, long and complicated names

When you pick a complicated name, you’ll be making your life a lot harder than it has to be. Imagine having to spell your email every time you call a new prospect or supplier. Doesn’t sound fun, does it?

Once you have a list of possibilities for your business’ name, make sure you read them out loud and are easy enough.

Crucial tip for the brand naming process

When we’re trying to find a business name, it’s easy to get carried away. We tend to be so eager to start that we rush the process. But we should remind ourselves that developing the brand’s name is a critical step in branding.

Instead of looking for the perfect name, make a list of the possible names avoiding the mistakes mentioned above. Research the list to make sure:

Check out the tool Namecheckr.com to make your research much quicker.

Are you launching a new business? Or updating your current one? Either way, you don’t have to do it alone. Ape Thinker can help you with brand name development, to make sure you choose a name that sets you up for success. Our marketing experts will be with you throughout the entire branding process, and you’ll end up with a brand that makes you proud.


Published on 2018-06-06