Mistake 4: Making the Name Unnecessarily Long or Complex
In branding, shorter is often stronger. A big mistake is choosing a long-winded name or one with too
many words. This could be a multi-word phrase or a name that tries to cram in a slogan. For instance, if you named a company “International Data Solutions and Analytics Network”, not only is that a mouthful, but people will inevitably shorten it (maybe to an acronym like IDSAN – which is even worse as a brand).
Long names are harder to remember, and they often get truncated in common use, sometimes in unflattering ways. Think about popular brands: most have one or two words, maybe three at most. There’s a reason for that.
Another angle is complexity: using obscure or technical terms that only insiders understand. A super complex name might intimidate or confuse your target customers. If it reads like jargon or a technical spec, it’s not doing you favors as a catchy brand name .
How to avoid it: Aim for a name that is concise and punchy. If your desired name has more than, say, three words, see if you can cut it down or merge words. For example, instead of “Fine Art Portrait Photography by Jenna,” a better name could simply be “Jenna Portraits” or “SilverFrame Studios”. One trick is to eliminate filler words like “Services,” “Company,” or “Solutions” from the public-facing name, 9 unless those words are really adding something distinctive. (You might still register the business as “XYZ Solutions LLC” for legal purposes, but brand as just “XYZ” to consumers.) Check the length in practical usage: How will it fit on a logo or business card? Does it dominate the URL length? Will people be able to recall the full name or will they abbreviate it? If an abbreviation seems inevitable, maybe embrace a shorter name to begin with. It’s telling that Federal Express ended up rebranding as FedEx – consumers had already informally shortened it for being a bit long. The same happened with The Federal National Mortgage Association becoming Fannie Mae. In short, brevity = memorability. A shorter name can more easily become part of a customer’s vocabulary. So trim off any excess. If you’re struggling to shorten a long concept, consider using one strong word instead of a phrase, or a compound word instead of a list. Your brand name isn’t meant to describe everything you do – it just opens the door. You can always clarify the specifics in a tagline or description elsewhere.
Mistake 5: Failing to Check for Unintended Meanings (Cultural or
Linguistic Gaffes)
Imagine proudly launching your brand in a new country, only to discover your name has an embarrassing or offensive meaning in the local language. It happens more often than you’d think – and it’s a costly mistake. For instance, the classic tale of the Chevy Nova failing in Spanish-speaking markets because “no va” means “won’t go” (i.e., a car that doesn’t run). Or consider Puffs tissues, which had to rebrand in Germany because “Puff” is slang for a brothel. These cross-cultural blunders can range from humorous to damaging. Even within one language, a name might carry slang connotations or double entendres you didn’t anticipate.
Sometimes the issue is visual or phonetic: when mashed together in a URL or hashtag, do the letters spell something rude? There are infamous examples of otherwise innocent company names turning awkward when their domain name ’s letters run together. You want to avoid being the butt of a joke because of an oversight.
How to avoid it: Research, research, research. If you plan to operate internationally (or even in a multilingual community at home), take your shortlisted name and check its meaning in the major languages relevant to your business. Use translation tools, but also ask native speakers if possible – they’ll catch slang or subtle cultural issues that a dictionary might not. There are also professional linguistic check services that brands use to vet names for global use. For a small business, you can do a lot just by leveraging online communities: for example, ask on a forum or Reddit “Does this word mean anything odd in your language?” Even in English, say the name out loud and listen for any unintended phrase. Write it down without spaces to see hidden words. If your company is called Super Lawn Services, the domain might spell out as superlawnservices – no issue there, but you get the idea. Some combinations can be unfortunate (there’s a famous example of a therapists directory that didn’t realize their URL could be read very incorrectly). Also, consider local sensitivities and culture. Colors, animals, or references that are benign in one culture could be taboo or unlucky in another. If your brand might expand or market internationally, ensure your name doesn’t accidentally step on cultural landmines. A simple example: a name with “4” in it might be 10 avoided in Japan or China, where the number 4 is associated with bad luck (because it sounds like the word for “death”). In short, double-check the global friendliness of your name. It’s much easier to do this upfront than to rebrand for each new market or, worse, repair your image after a faux pas. A culturally sensitive name shows you did your homework and respect your potential customers everywhere.