You found the perfect name for your business, but someone thought of it first? Nobody can pronounce your new product name? Stuck in a decision-making process without an end? How to find pitfalls in the naming process.
When it comes to naming, the fastest way is rarely the best
A new name for a business or product should ideally create an immediate impact—sparking interest, staying memorable, and standing out from competitors. However, common mistakes in the naming process can become costly later. Understanding these pitfalls helps you reach your goal faster and saves unnecessary trouble.
Overly generic or interchangeable brand names
Names like TopService24 or Smith Consulting sound familiar—and that’s exactly why they blend into the crowd. Such generic names lack distinctiveness and are difficult to trademark.
Do better: Focus on uniqueness from the start. A name should surprise, create mental images, or spark curiosity—as long as it aligns with the brand. Fantasy names or creative combinations are often the better choice.
Wrong associations or misinterpretations in international naming
A name might sound exciting but have an unclear meaning—if the story is right, that’s not necessarily an issue. The real problem arises when a name has negative connotations in key markets. A classic example is Pajero by Mitsubishi, which had to be renamed in Spanish-speaking countries due to its offensive meaning.
Do better: Integrate cultural and linguistic checks early in the naming process, especially for internationally oriented companies.
Complicated spelling or pronunciation
Even the most clever name won’t work if it’s difficult to spell or pronounce. Simplicity is key—especially in the digital world, where users need to be able to type or say the name effortlessly.
Do better: Read the name out loud—or have others do it. Lingustic checks help detect pronunciation difficulties early on.
Skipping legal trademark research and digital availability checks
A seemingly perfect name can become a legal nightmare if it’s already trademarked or an ideal domain is unavailable. Even minor conflicts with existing brands can lead to costly legal disputes.
Do better: Check early if the name can be legally registered and whether identical or similar names exist. Key factors also include domain availability, company registries, and social media handles. Depending on the industry, additional checks such as title searches, app store reviews, or pharmaceutical database screenings may be necessary.
Too many decision-makers spoiling the brand
Choosing a name by committee or popular vote sounds democratic but often leads to compromise solutions. The lowest common denominator is rarely creative or unique—resulting in a bland, forgettable name.
Do better: Clearly assign responsibility. Naming processes work best with small, focused teams and professional facilitation. A strong naming concept matters more than individual preferences.
Conclusion: avoid Mistakes and find the right name faster
From generic names to cultural missteps and legal hurdles—common naming mistakes can be avoided with a well-structured process. The best brand name isn’t the one everyone likes—it’s the one that fits, functions, and gives the brand a unique voice.
Need professional support for your naming process or want to assess potential risks in an existing name? We’re happy to help.
