Mistake 2: Being Too Generic or Vague
On the flip side of being too specific is the mistake of choosing a name so generic that it says nothing
unique. These are names like “Quality Tech Solutions”, “Advanced Systems Inc.”, or acronyms like “ABC Enterprises”. Sure, they describe an industry in a way, but they’re so broad and commonly used that they fade into the background. A name that’s too general often fails to give customers any reason to notice or remember you. For example, a company simply named “Fast Home Services” – someone seeing that might have no clue whether it’s a plumber, a maid service, a handyman, or something else. Generic names also struggle with branding and SEO ; if your name uses common keywords (like “Global Consulting”), you’ll compete with every generic mention of those words online.
How to avoid it: Aim for a name that captures your brand’s distinctiveness or personality. This doesn’t mean it can’t be simple – simplicity is good, but even a short name can be distinctive (e.g., Apple is simple but hardly generic in context). Avoid overly used buzzwords in your industry. Instead, think about what sets you apart: your niche, your style, your values. Incorporate hints of that uniqueness into the name. If you find your brainstorm yielding flat names like “Best Cleaning Co.”, try adding a twist – could you use a metaphor, an uncommon word, or a combination that stands out? Even adding a descriptive adjective that’s not cliché can help (e.g., “BlueSpruce Landscaping” is more distinct than “Quality Landscaping”). Make sure the name at least gives a clue to your category, but with some flair or specificity that others aren’t using. Run a quick check: Google the name in quotes and see what comes up. If dozens of unrelated businesses appear, that’s a sign your name is too generic. One extra tip: avoid relying on acronyms unless your acronym forms a real word or is very catchy. As mentioned earlier, initials are hard to brand for a newcomer – “TPS Corp” is forgettable, whereas a name like “BrightPath Solutions” conveys something and sticks better.