Choose a name for a brand It may seem like a simple task, but in reality, it is a process full of complexities. An error at this stage can negatively impact the perception, positioning and success of your business.
Therefore, the professional naming is essential to avoid costly missteps. In this article, we look at the most common mistakes when choosing a name and how to avoid them to build a strong and effective brand identity.
The importance of a good naming process
A name is not just a label, it is the first contact that a brand has with its audience. It is the gateway to generate trust, interest and emotional connectionl. However, many companies underestimate the importance of having a structured and professional process, leading them to make avoidable mistakes.
According to a Forbes study, until 60% of startups fail because their name fails to position itself correctly in the market. Problems such as confusion, difficulty remembering or cultural barriers are some of the most frequent errors.
In Brand Intelligence We explain how to anticipate them!
Most common errors in naming and how to avoid them
First of all, uA generic name can go unnoticed in a saturated market. Words like “Global Solutions“the”Innovatech“They lack distinctiveness and do not communicate the true value of the brand. Work in the brand name creation
unique ones that reflect the essence of your business and its value proposition.
Not considering the cultural and linguistic context
What sounds good in one language may have negative or confusing connotations in another. A famous example is the case of the Mitsubishi Pajero car, whose name had to be modified in Spanish-speaking countries due to its colloquial meaning.
How to avoid it: Perform linguistic and cultural leaks to ensure that the name is accepted in different markets.
Ignore legal and digital availability
One of the most common mistakes is choosing a name without checking if it is available as a web domain or if it can be legally registered. This can lead to copyright issues and costly litigation.
How to avoid it: Make a trademark legal filtering to ensure the viability of the name in your industry and region.
Choose names that are difficult to remember or pronounce
Complicated names create a barrier for consumers. An example would be Flickr, which initially had problems because many people didn’t know how to type it correctly.
How to avoid it: Bet on clear, short and phonetically friendly names. The name test They are an effective tool to measure these characteristics.
Focusing too much on passing trends
Following trends can make the name obsolete in a few years. For example, the overuse of suffixes like “-ify” or “-ly” has saturated the technology market, making differentiation difficult.
How to avoid it: Create timeless names that can evolve along with the brand.
Real cases: Learning from mistakes
Many well-known brands have made mistakes in their beginnings, but they have known how to rectify them. For example, Pepsi changed the name of its beverage “Brad’s Drink” to Pepsi-Cola to achieve a greater emotional connection with consumers. This change shows how a rebranding Well executed it can transform the perception of a brand.
Another notable case is that of Gap, which in 2010 attempted to abruptly change its logo and name, which generated a massive negative reaction on social media. This underscores the importance of testing significant changes before implementing them.
Get inspired to avoid mistakes
In addition to the name, other elements such as the slogan can be fundamental to your brand’s identity.
If you want to learn how to create a memorable message, we invite you to read our article “Effective Strategies for a Memorable Slogan“, where we share practical tips to complement the naming process with a slogan that connects with your audience.
Final recommendations for error-free naming
- Consult with experts: Work with a consultancy professional naming ensures a strategic and creative approach that minimizes risks.
- Try before deciding: Conduct acceptance tests with consumers and adjust according to their perceptions.
- Prioritize consistency: Make sure the name is aligned with your brand’s values and goals.
- Don’t rush the process: Take the time to research, analyze and validate each option.
You may be interested in:
- Naming and branding trends for 2025: Prepare your brand for the future
- Naming for technology companies: what works today?
- How to create a powerful narrative for your verbal branding
At Brand Intelligence we have what you need
In Brand Intelligence, we are specialists in avoiding these common mistakes thanks to our experience and proven methodology.
From linguistic and legal leaks to feasibility tests, we accompany you to ensure that your brand name is memorable, functional and adaptable.
Contact us now and transform naming into a strength for your business.