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Worst Naming Practices: How a Poor Name Can Hurt Your Business

A brand name is very important because the name establishes the tone for how all of your future branding exploits will go. It needs to connect your business and your target demographic, while also describing who you are as a new business and the mission and values you want to represent.

Just as an effective and strong name can benefit your new business, a poor name can be a disaster. There are so many naming faux-pas that can damage the crucial momentum of your business growth. Keep reading to find out more about what these name mistakes are and why you have to avoid them as you embark on the process of developing catchy business name ideas.

Confusing Names

If you want to avoid problematic and difficult names, try applying the “crowded bar theory” to your name. If you were talking to a friend in a loud and crowded bar and shared the name of your business, how easily would they understand what you said?

For example, if you were planning on opening a restaurant named Sam and Ella’s, your friend may accidentally hear salmonella in a crowded bar. This misunderstanding makes your business sound undesirable and unappealing which is something you want to avoid as an entrepreneur. This is why you should pick an easy-to-understand so it only has to be said once to be understood.

Uninteresting Names

It is always smart to select a brand name that is informative and lets your audience know what your business offers. However, if you choose an overly-descriptive name that is not captivating, you can lose your audience.

A great brand-new name for a business needs to keep your audience in a little bit of suspense without being vague. If you want to avoid a boring name, start getting creative. Your name has to attract your target audience so when they see your name, they are intrigued and want to learn more about your business.

Fad Names

If you take a close look at certain popular startup names from the last couple of decades, you will see various name trends emerge. For example, the mid-2000s was a great era for names missing vowels. Some of these include business like Tumblr, Twttr (which later changed to Twitter), and Grindr. Another example of a trend from the past ten years is names with suffixes such as –ify. Examples of this include companies like Spotify, Gamify, and Coworkify.

When it comes to trendy naming styles, only certain name trends can last. However, these fad names have a drawback because they risk being limited to their era.

Sometimes it can be a great strategy to take advantage of new naming trends when coming up with a name for your business, but you have to remember that they come with consequences. If you need help, try brainstorming business names using this list to give yourself a better idea of how you can use various types of names when coming up with your own.

Long Names and URLS

Lengthy names come with numerous challenges. The awkwardness of a long name is an automatic turn-off for many target demographics because long names typically come with long URLs. Make sure that you plan ahead when selecting your name. In addition to considering the  URL for your brand, you should also think about future social media handles you may want to use.

The longer a name is, the more difficult and forgettable it will be to your audience. Try to cut down your lengthier name ideas by getting rid of any extra descriptors, articles, and suffixes. If you still haven’t discovered a business name that has an available URL, try checking out the internet for domains for sale.


Despite the naming process for your business being a challenge, the effort you put into coming up with a great name will result in a strong, engaging name that will attract your audience. If you follow some of these basic guidelines of what to avoid you will end up with a great name for your business.

Grant Polachek is the Director of Marketing at Inc 500 company Squadhelp.com, the worlds #1 naming platform, with nearly 20,000 customers from the smallest startups across the globe to the largest corporations including Nestle, Philips, Hilton, Pepsi, and AutoNation.

Originally posted 2019-05-06 22:26:55. Republished by Blog Post Promoter

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