This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more hereX

Home > Discussion Forum

Discussion Forum

johnag johnag is offline
Join Date: Aug 2016
Posts: 1
Mistakes To Avoid When Naming Your Business

Naming a business is a lot like laying the cornerstone of a building. Once it's in place, the entire foundation and structure is aligned to that original stone. If it's off, even just a bit, the rest of the building is off, and the misalignment becomes amplified. So if you have that gnawing sense that choosing a name for your new business is vitally important, you're right. With 18 years experience in the naming and branding business, I've witnessed the good, the bad and the really bad. To help you get off to a good start, read on to discover the top 8 mistakes I've found people make when it comes to choosing a name for their business.

Mistake #1: Getting the "committee" involved in your decision.
We live in a democratic society, and it seems like the right thing to do--to involve everyone (your friends, family, employees and clients) in an important decision. This approach, however, presents a few problems. The first and most obvious fact is that you'll end up choosing only one name, so you risk alienating the very people you're trying to involve. Second, you often end up with a consensus decision, which results in a very safe, very vanilla name. A better method is to involve only the key decision-makers--the fewer the better--and select only the people you feel have the company's best interests at heart. The need for personal recognition can skew results, so you'll be best served by those who can park their egos at the door. Also make sure you have some right-brain types in the mix. Get too many left brains on board, and your name will most likely end up too literal and descriptive.
Reply With Quote
SamanthaNguyen SamanthaNguyen is offline
Join Date: Aug 2016
Posts: 1
Mistakes To Avoid When Naming Your Business

You are absolutely right about that. I asked a friend who has set up several businesses the other day how he choose the names for his businesses/websites and he gave me the follow advice

1. Don't involve too many people.
2. Don't procrastinate.
3. Go with your gut feeling for what sound goods.

So I asked him how he choose the name for one of his property websites Property Pages Phuket and he advised it was named so that the name would leave little doubt about what it was about and because it was full of pages of property listings. He went on to explain if it had been called Phuket condo listings or villa listings then people would assume that it was too specialised towards one type of property type. You can see the site here

Look forward to reading your further naming tips

Reply With Quote
maryannfarrugia maryannfarrugia is offline
Join Date: Sep 2016
Posts: 5
Name your business based on what your business is so that the branding will not be that hard. Also naming of business takes a lot of thinking and brainstorming.

Maryann Farrugia Google+
Reply With Quote's Avatar is offline
Join Date: Mar 2017
Location: Isle of Man
Posts: 7
It's interesting that this thread says don't get people involved in naming your business. I completely agree that business is not a democracy and that "team" discussions often lead to people wanting to seek recognition or being too afraid to speak up HOWEVER actually I disagree that getting people involved altogether is a bad thing.

In my opinion a strong leader should go with their gut, or devolve naming their brand to one person they trust, but once the idea is at hand, they should go out to others to get an opinion. If during that opinion process a new name comes up then it's up to you, to decide if you want to try that instead.

All in all, groups are good, but use them more for feedback and alternatives than trying to get them to come up with your brand from scratch.

Now I've responded to the above, I'd like to actually share with you a different take on branding. Sometimes it's not as important as you think. Here's why.

Nike - Originally called Blue Ribbon and meant to be called Dimension Six; Phil Knight chose Nike at the last minute with a plan to change it later on because his employees didn't like the name he came up with.

Starbucks - Originally Howard Schultz founded a chain of coffee shops called Il Gornale and he later bought the Starbucks brand from his ex employers and ditched the brand he had started in favour of it.

Google - Originally called BackRub, they intended to call the company googol, but spelt it wrong when searching for a domain.

Above we have three of the biggest brands created in the last 50 years, and none of them maintained their original branding. While branding is important, and it's something I am passionate about, it is not the be all and end all.

If you've got the right product, you can always change the name later down the line. A much worse scenario is not having the right product, because then no matter the branding you're in trouble.
Reply With Quote

business, business & ip centre, business advice

Thread Tools Search this Thread
Search this Thread:

Advanced Search
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts
BB code is On
Smilies are On
[IMG] code is On
HTML code is Off

All times are GMT +1. The time now is 05:38 PM.

Powered by vBulletin® Version 3.8.1
Copyright ©2000 - 2017, Jelsoft Enterprises Ltd. Copyright Shell LiveWIRE 2005-2009