Common Naming Pitfalls to Avoid

Even with the best process, it’s easy to stumble into some classic naming mistakes . Be mindful of these

common pitfalls as you choose your business name :

Going with the first idea (or the obvious idea): The first name you think of might feel just “right,” but make sure you’ve explored alternatives. Often the most obvious name is already taken or too generic. Don’t get emotionally attached too soon; follow the process of vetting and brainstorming thoroughly.

Choosing a name too similar to a competitor’s: Standing out is key. If your primary competitor is BrightTech Solutions, naming yourself BrightTech Pro is a recipe for confusion (and possibly legal issues). Customers might mix you up, or you could inadvertently send traffic their way. Do your homework on industry names and pick something distinctive.

Overly complex or lengthy names: As noted, long or hard-to-spell names are a barrier. A complicated name might look fancy, but if nobody can remember it or type it easily, it’s hurting more than helping. For instance, a word like “Floccinaucinihilipilification Inc.” (to use a comically long word) is not going to stick – in fact, extremely long names tend to get shortened by the public anyway. Aim for brevity and clarity. One litmus test: could someone hear your business name once and recall it later? If not, it may be too complex.

Following fads and trends: Naming trends come and go. A few years back, every other startup was something like “ly” or “ify,” following hits like Spotify or Shopify. Then came the wave of dropping vowels (think Tumblr, Grindr) or using “.io” domains. While some trendy names work out, many quickly feel dated or blend in with copycats. Avoid jumping on a naming bandwagon just because it’s hot now. Instead, strive for timeless appeal. Imagine your business name 10 years from now – will it still sound relevant and credible, or like a cringe relic of a past trend?

Being too generic or literal: This is almost the opposite of being too clever – it’s possible to be too straightforward. A name like General Business Services or Quality Products Co. says nothing unique. Generic names fail to differentiate you and are hard to trademark . Moreover, a name that uses very common terms might be hard to rank in SEO (imagine trying to Google a company named “Glass” – you’d get a million unrelated results). Avoid overly common words that don’t set you apart.

Inject some originality or twist if you want to use a common word (for example, Virgin for a record company was a common word, but very unexpected in that context, which made it unique).

Unintentional negative meanings: Always double-check that your name doesn’t mean something unpleasant in another language or as slang. This is crucial if you plan to operate internationally or in multilingual regions. The classic example often cited is the Chevrolet Nova car, which sold poorly in Latin America because “no va” in Spanish means “it doesn’t go”. While the story’s exaggeration is debated, the lesson stands – cultural nuance matters. Even in English, look at the initials or potential nicknames for your business name to ensure they don’t form an unfortunate word. You wouldn’t want, say, “Simple Utility Designs” on your letterhead if people might abbreviate it.

Skipping the legal checks: Falling in love with a name and then discovering it’s trademarked can be heartbreaking. Some business owners make the mistake of not doing a proper trademark search , or assuming that because they got a domain, they’re free to use the name. This can lead to cease-anddesist letters and costly rebrands. As emphasized earlier, do your due diligence and ensure you’re in 6 the clear legally before committing. If you’re unsure, consult a professional. It’s easier to avoid this mistake than to fix it later.

Not getting feedback (operating in a vacuum): It’s your business, but ultimately your name needs to appeal to your customers. Don’t ignore input from others – especially if multiple people raise the same concern about a name (e.g., “I’m not sure how to pronounce this” or “It reminds me of [some negative association]”). Being an island and not seeking feedback is risky. Even the most creative founders benefit from a reality check with actual consumers or peers.