Mistake 10: Forgetting to Test the Name in Real Scenarios

So you’ve done your research, avoided the above nine mistakes, and you have a name you’re ready to run

with. The last mistake to guard against is skipping any real-world “dry runs” with your new name. This is a bit related to getting feedback, but goes beyond to how the name functions when put to use. For example, have you tested how the name sounds in conversation? Can you imagine a customer recommending your business to a friend by name? Does it sound professional when you answer the phone with it? Also, did you test how it looks in a logo or written out in different fonts? Sometimes certain letter combinations can be tricky in design (like two letters next to each other that might look like a different letter in some typeface).

Additionally, consider potential expansions or product lines and how the name will work. If your business name might become part of product names or slogans, say those out loud. Does everything gel?

Another test: get feedback specifically from your intended customer segment (if you haven’t already) and see if the name resonates as you hope. Are they getting the meaning or vibe you intended, or something different? How to avoid it: Do a quick field test with your name:

• Verbal test: Introduce your business name in a mock conversation: “Hi, I’m Jane from [Your Brand].” Does it feel natural? Can you say it without stumbling or feeling self-conscious? If it’s long, do people automatically shorten it? If it’s an invented word, do people ask what it means (and is that a good conversation starter or just confusing)?
• Visual test: Write the name in a basic design or even just a Word document in various fonts. How does it look in a logo context, on a small business card, or as a social media avatar? Some letters/words might form awkward shapes – better to know now. Also, check it in all lowercase and uppercase since logos often use those stylizations (some names in all caps might spell unintended words, for instance).
• Context test: Imagine your business name on different contexts – a storefront sign, a website header, a t-shirt, a tradeshow booth banner. Does it seem adaptable and appropriate across these? If your business expands into, say, a podcast or YouTube channel, does the name lend itself to that or any puns/taglines you might use? (This might be extra credit, but 14 thinking ahead can be insightful.)
• Customer hearing test: This ties with feedback – but perhaps even do a soft launch with a small group. If you have a mailing list or a few close clients, mention you’re naming your business and share the name to gauge reactions. Or A/B test the name in some online ads as mentioned before. By testing your name in practical scenarios, you might catch small issues or gain extra confidence that you’ve nailed it. It’s like a rehearsal before the big performance of launching your brand to the world. If something feels off in testing, you still have time to adjust (or in worst case, go back to one of your other shortlisted names).

Remember, a brand name has to live in many places – in speech, in text, in people’s minds. Testing ensures it lives comfortably in all those places.