Essential Insights to Sidestep Pitfalls and Catastrophes in Brand Naming

Essential Insights to Sidestep Pitfalls and Catastrophes in Brand Naming

The brand name of your business is its primary identifier. Even if a celebrity or influencer promotes your products, your brand name leaves the first and lasting impression on customers. Picking the right name can significantly impact your company’s success. Many businesses have stumbled because their founders couldn’t align their innovative products with a fitting brand name.

Entrepreneurs sometimes pick names that are dull, offensive, or out of touch, leading to severe setbacks. If you’re unsure about creating a standout brand name, don’t worry—we’ve got a simple guide to help you.

Three Naming Mistakes to Avoid

1. Negative Connotations
Customers tend to voice their opinions about unpleasant social issues. If your brand name or company stance touches on these issues, you risk alienating customers. For instance, Colourpop faced backlash for naming their darkest cosmetics ‘Yikes’ and ‘Typo,’ which were considered disrespectful. Avoid edgy or controversial names like ‘Curl Up and Dye Salon’ and ‘Pee Cola,’ as they can offend a significant part of your audience.

Stay away from politically charged topics, or handle them very carefully; otherwise, you might find yourself in hot water like Harry’s Razor, MyPillow, or Gillette.

2. Complicated Names
Simple, easy-to-remember names are best for your brand. They are more likely to stick in customers’ minds and are easier to find online. Names that are hard to pronounce might drive potential clients to simpler, catchier alternatives. Big names like Amazon, Apple, and Google have established themselves with straightforward brand names that are easy to remember. When naming your business, work with a reputable agency to find a unique and simple name.

3. Offensive Foreign Meanings
Be mindful that words can have different meanings across languages and cultures. If your brand name has an unfortunate connotation in another language, it can drive international customers away. For example, Nokia’s ‘Lumia’ meant ‘prostitute’ in Spanish, and Mazda’s ‘Laputa’ had a similar issue. Conduct thorough research to ensure your brand name doesn’t offend potential customers worldwide.

Customers Come First
Branding mistakes can quickly define your company in the eyes of potential clients. It’s crucial to understand your customers’ needs and ensure that every branding decision, including your brand name, resonates with them. Poor brand names often result from inadequate research and understanding of both the brand and the consumer. They can contradict the company’s values, offend customers, and hurt sales. Therefore, invest time and resources to develop a remarkable brand name and identity that your customers will easily recognize and appreciate.

Grant Polachek is the head of branding at Squadhelp.com, a leading crowdsource naming platform that supports clients like Nestle, Dell, Nuskin, and AutoNation.