Your product or service can be absolutely top-notch but without a great name.

What's the answer? Well, there are a few simple steps to follow and four mistakes to avoid when choosing the perfect name for your business. 

The steps to follow include:
  • brainstorming
  • testing your name
  • using a business name service, and
  • working hard on your brand identity.

While you're working things out and finding your place in the market, be sure to avoid these common startup naming mistakes:

The usage of words that might mean something else

If your brand is successful enough, it will be international! Even if expanding to a wider worldwide audience isn't on the cards right now, hopefully, it will be at some point.

So, it’s important to run a linguistics check to make sure your name doesn’t mean … ahem … something else in another language or community. 

Likewise, if you want to skirt controversy do so carefully. Urban Decay's 'Druggie' eyeshadow was forced to change its name after several petitions, including one on Change.org. 

Maybe it was cool to do that kinda thing in the 1990s, but it is not anymore.

Brand names that are difficult to pronounce

If your business name is hard to pronounce and hard to spell, no one will remember it. Rather, make an impact and keep it simple.

A great way to control this is the crowded bar (or shop, or subway car) test. Shout your business name at a friend, a family member, or paid assistant in a crowded environment and a few hours later ask them to type it into Google. 

Is it close enough to get results with some intentional searching? If not, think again.

Names chosen through emotional reactions

If you have worked with your team, brainstormed and come up with a list of eight to 12 names you like, there's no doubt you'll have stronger feelings about some than you do others. But your personal feelings should never override what you learn through testing, focus groups and research into what the name means to other people.

You aren't a good judge of your own ideas! We've all been told the sweater we love makes us look 'dumpy' or 'like an unkind father Christmas who can't grow a beard'. Whatever. But on some level, the opinionated parties were always right! The sweater is comfortable and can be worn at home, and you need to listen to people about the best name option.

Copyright was not checked

Ok, this one is kind of boring. But you need to run a copyright check. It's simple and there are plenty of options for easy online checks. Most words and word combos carry some level of copyright, but you're checking if someone in a similar line of business uses a very similar name.

If you don't, you’ll be setting yourself up for so much annoying pain later! Aka, cease and desist letters. Seriously.

Customers did not come first

This is a reiteration of point three in a way — or maybe all four points — but you have to keep your customer and their journey in mind at all times when naming and branding your business. You need your brand name to:
  • bring in your customer base
  • intrigue people
  • be memorable
  • be distinct
  • be easy to remember, and
  • resonate with customers. 

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