How to Choose a Brand Name: 9 Mistakes to Avoid

Are you struggling to come up with the perfect name for your business? Do you want to avoid common pitfalls that could hurt your brand's success?

In her book Hello, My Name Is Awesome, Alexandra Watkins shares valuable insights on how to choose a brand name that stands out. She offers practical advice to help you create a memorable and effective name for your company.

Keep reading to discover the common mistakes you should avoid when selecting your brand name and learn how to make your business shine from the start.

Common Mistakes to Avoid When Selecting Your Brand Name

Don't Make It Hard to Pronounce or Spell

When learning how to choose a brand name, it's crucial to keep it simple and straightforward. Avoid names that are difficult to pronounce or spell, as these can lead to ongoing frustration for both customers and employees. Names with creative or unconventional spellings like Chuze, Zaarly, and Speesees often require additional explanation. For instance, 'Boottique' with its unusual doubling of 'o' and 't' might seem clever, but it can be confusing and hard to remember. Understanding how to choose a brand name effectively can help you steer clear of these common pitfalls.

Remember, you want your brand name to be easily shared and remembered. If people struggle to spell or say your name, it'll be harder for them to spread the word about your business.

Avoid Similarity to Competitors

Choosing a name that's too similar to your competitors not only shows a lack of creativity but could also land you in legal hot water. It's essential to stand out from the crowd, not blend in. For example, if you're in the frozen yogurt business, you might want to steer clear of names that follow the same pattern as Pinkberry or Red Mango.

When brainstorming, take the time to research your competitors' names. This will help you avoid accidental similarities and ensure your brand stands out in your industry.

Think About Future Growth

When selecting your brand name, consider how it might accommodate future growth. Names that are too specific can limit your business's perceived scope. For instance, Canadian Tire suggests a focus on tires, even though they offer a wide range of merchandise. On the other hand, Amazon chose its name to convey vastness, signaling the possibility for broad expansion across various sectors.

Think about where your business might be in 5, 10, or even 20 years. Will your chosen name still fit if you expand into new product lines or services?

Steer Clear of Offensive or Annoying Names

Your brand name should flow naturally and avoid relying on contrived puns that could evoke negative imagery. For example, a name like ToiletTree might not be the best choice for a bathroom accessories brand. Also, if you find yourself using precious packaging real estate to explain the correct pronunciation of your name, it's a sign that you might need to reconsider your choice.

Remember, your brand name is often the first impression customers have of your business. Make sure it's a positive one!

Don't Be Boring or Outdated

In today's fast-paced business world, it's important to choose a name that captures attention and distinguishes itself. Avoid selecting names that rely on outdated trends, such as prefixes like 'e', 'i', or 'u'. Instead, opt for creative monikers that will evolve alongside your brand and cast a favorable impression. Names like Terrain Voyager or Plenty convey an inspiring message and are more likely to stand the test of time.

Make It Understandable to Everyone

When choosing your brand name, make sure it's understandable to a wide audience, not just industry insiders. Avoid jargon or specialized terms that might confuse the average person. Your brand's central message should be clear and resonate with a broad audience, not just individuals with specialized knowledge.

Keep It Short and Sweet

Choose a name that's not only memorable but also easy to share. Some companies, like Springfree, stand out by effectively capturing their product's key characteristic in a concise manner. On the other hand, opting for a lengthy and intricate name like Coffee Bean & Tea Leaf might pose difficulties in terms of recall and word-of-mouth promotion. Aim for clear and easily remembered names that facilitate recollection and sharing.

Don't Skip the Trademark Check

After you've refined your choices, it's essential to confirm the uniqueness of the name you've chosen by searching for existing trademarks. Consult with a legal expert in trademarks or a professional who specializes in trademark evaluation to ensure that your selected name doesn't infringe upon any established trademarks.

Conducting this research early in the process can save you a lot of headaches down the road. It's much better to discover potential conflicts before you've invested time and resources into branding and marketing materials.

Avoid Rushing the Process

Choosing a brand name is a crucial decision that shouldn't be rushed. Take the time to brainstorm, gather feedback, and thoroughly evaluate your options. Use online resources like thesauruses, image-based search platforms, and expert lexicons to spark innovative thought. Explore wordplay, cultural references, and subtle nods to popular media to create distinctive and memorable names.

Remember, the process of creating names is often held in higher regard than the outcome itself. Enjoy the creative journey and don't settle for the first idea that comes to mind.

Don't Ignore Your Creative Brief

Before you start generating a multitude of creative concepts, it's essential to establish a foundational "creative brief." This document offers a unique portrayal of your organization's fundamental nature, its intrinsic principles, and the key themes and traits that you seek to convey. It functions as a guide outlining the task's objective, pinpointing the target audience, grasping customer habits, securing the brand's optimal position in the marketplace, recognizing competition, and ascertaining suitable or unsuitable language for communication.

Make sure all decision-makers agree on the creative brief before moving forward. This will help ensure that everyone is on the same page and working towards the same goals throughout the naming process.

By avoiding these common mistakes, you'll be well on your way to choosing a brand name that's memorable, distinctive, and perfectly aligned with your business goals. Remember, your brand name is a crucial part of your company's identity – take the time to get it right!