Your business name is the default face of your company. You may have an influencer or celebrity backing your brand, but your name and the image it creates in the customer’s mind should always be your priority.
And as the founder of your company, you have the power to decide the future and success of your company through your products and brand name.
Sadly, the business world is filled with several many businesses that ended up as disasters because they failed to replicate the success they had in creating a unique product with their brand names.
And today, we’re going to learn from some of these examples, especially as it regards how to come up with a business name.
That’s said, here are some of the common naming errors that could lead to branding disasters and how to avoid them when naming your company.
Ensure You Avoid These Four Common Naming Errors
Names With Implicating Connotations
When it comes to addressing delicate social issues, buyers always express strong feelings. And if your company decides to address such issues head-on—even if it’s in a way that’s unrelated to your brand’s name—you’ll lose customers because those who aren’t on board with the cause will be less likely to buy from you.
Names like ‘Typo,’ and ‘Yikes,’ two terrible words that Colourpop picked for their darkest shade of cosmetics, and Lime Crime’s ‘China Doll,’ will only attract negative feedback because these names are rude and insulting.
Any politically sensitive issue must be avoided or handled with extreme caution; otherwise, your firm might end up like MyPillow, Harry’s Razor, or Gillette.
Brands With Complicated Names
Short and easy names are perfect because they are simple to grasp and seek on the internet. Customers are attracted to business names that are simple, clear, and distinctive.
If your company’s name is too complicated, you risk losing customers to competitors with simple, original, and fascinating names.
Sadly, many businesses have overlooked the importance of choosing an appealing business name, ignoring that Amazon, Apple, and Target all used their strong brand names to put themselves in customer’s minds.
Take it from us: clients don’t respond as enthusiastically to convoluted names as they do to simple and catchy ones. As a result, make sure that your aim when naming your company is to select a catchy name that can be easily remembered.
Undesirable Foreign Translations
People will interact with your firm from all over the world, either through advertisements or by chance. And customers will abandon your goods in favor of a well-known competitor if its brand name offends them in their native tongue.
So be sure that while searching for a fantastic brand name, you invest time in extensive research to guarantee that the name chosen is not unpleasant to clients in other nations.
Two examples of products with undesirable names in foreign languages are Mazda’s Laputa, which is Spanish for “The Whore,” and the Iranian detergent “Barf.”
Also, the name of Nokia’s flagship phone, Lumia, also happened to be Spanish slang for ‘prostitute.’ And Spanish customers quickly discarded the car because it was offensive in their language.
So, even if you’re running a small business or a big corporation, consider how individuals in various parts of the world view and engage with your brand name.
Always Prioritize Your Customers
One of the most difficult aspects of branding is that mistakes may quickly form and define your entire company in the eyes of potential customers.
Remember that poor brand names are typically the consequence of business owners failing to prioritize their firm’s and customer’s needs. These companies end up with names that don’t accurately reflect their brands, upset customers and are difficult to market. As a result, make sure your company has a clear brand identity that customers can recognize.
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 such as Nestle, Dell, Nuskin, and AutoNation.