When setting up your business, you need a convenient location, a good business plan, and a solid understanding of the market to help you develop a brand strategy that best matches your company and target audience.
A good brand strategy must include a unique name that guarantees the exceptional services your customers will receive from your firm. Giving your business the right name can stimulate good expectations from your clients and make them want to try your brand.
But the wrong name can spell disaster for your brand and products. And we’ve seen all too many entrepreneurs fall to one or two of these naming problems even though they could have easily found great products or business name ideas from a reliable naming agency which would’ve eliminated these problems.
So if you’re on a budget or you prefer brainstorming the business name yourself, we’ve created a list of predominant naming mistakes for you to avoid when naming your business.
Avoid These Naming Mistakes When Naming Your Brand
1. Names Centered Around Delicate Topics
Your company will ultimately turn away a sizable portion of its clientele if it alienates them with a business name highlighting delicate societal topics. People are very particular about certain social, health, and environmental issues and are more inclined to support a company that upholds similar ideals.
While this might be easy to get right through the correct branding, company message, or advertisement, it’s also easy to get wrong and face the backlash, as Gillette did. This is because people who disagree with the causes you support are not likely to use your products or pay for your services.
Entrepreneurs must understand that the greatest way to impact and affect customers’ impressions of their brand is to give their businesses a perfect name. So focus on finding a unique, pleasant, inoffensive name for your business today.
2. Extremely Long Brand Names
When naming your business, stay away from names that are unduly long and difficult to recall since clients can find it hard to pronounce or recognize them. When made into a domain name, words like this reduce your business website’s accessibility, unlike shorter names.
Fitbit and Crossfit are two well-known companies with short, distinctive names, proving the fact that more concise, simpler names tend to catch clients’ attention better than longer, more complicated ones.
If you give your company a long, bland name, many of your clients will need help remembering it. And they’d be less likely to recommend it to their friends, coworkers, and family. But if you must use a lengthy, convoluted name, think about abbreviating it as Weight Watchers did to theirs to get “WW.”
Since 80% of clients forget branded products after three days, giving your company a memorable name should be your top priority.
3. Negative Name Translations
The benefit of maintaining a robust online presence for your business is that it facilitates interaction with customers from all around the world. But having a global identity also has disadvantages. For one, it introduces your company’s name to people from other cultures and linguistic backgrounds who may find it offensive or disagreeable.
If potential customers dislike your company name, they won’t be motivated to use your services. This was made clear when Spanish-speaking clients turned down two popular goods, Mazda’s Laputa and Nokia’s Lumia, since the names of both products are translated as “prostitute” in the language.
Don’t restrict your linguistic research by checking your health brand’s name to just one language. Make sure you only select a brand name after carefully examining the most commonly used languages globally and in your target market.
By taking this route, you can be sure that people from all over the world won’t have a problem with the name you choose.
4. Prioritize your Customers
Although it may seem obvious, many business owners are still overly focused on their company’s financial success and lose sight of the reality that their main objective is to serve their target market.
Your business must stand out by putting your customers’ wants and preferences first, even when naming your business. This is an unrivaled way of retaining customers for your business.
Grant Polachek is the head of branding for Squadhelp.com, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients from early-stage startups to Fortune 500 companies.