Mistake 1: Picking a Name That Boxes You In

One of the biggest naming blunders is choosing a name that’s too narrow or restrictive, such that it

hampers your future growth. This often happens with geographically specific names or names that describe a very limited product scope. For example, imagine you name your company “Hidden Springs 7 Housecleaners” because you start by serving one town. The name might work locally, but what if your cleaning business takes off and you want to expand to neighboring cities or go national? A name tied to “Hidden Springs” suddenly becomes misleading (or requires rebranding in new areas). Similarly, using a product in the name – like “Al’s Refrigerator Repair Service” – locks you to that product; if Al later adds air conditioning repair, the old name no longer fits. Even trendy time-specific names can backfire (think of a “2000s Tech Solutions” type name that soon sounds dated).

How to avoid it: Choose a name with enough breadth to accommodate your long-term vision. Unless you are absolutely certain you’ll only ever operate in one locale or niche, avoid pinning your brand to it. Focus on more general or suggestive words that could encompass future offerings. For instance, if Al’s business might expand beyond refrigerators, “Al’s Appliance Care” would be smarter than “Al’s Refrigerator Repair.” If you have a location in the name, consider whether it’s central to your brand identity or just where you started. You can also pick a name that emphasizes a benefit or idea rather than a specific product (e.g., “Evergreen Services” instead of “Tree Trimming Boston”). The key is to imagine your company 5 or 10 years down the line – will the name still make sense? If there’s any doubt, err on the side of flexibility. A broad yet meaningful name can evolve with your business, sparing you a costly rebrand later on.