We have been discussing in the last posts about the best ways to choose your company name, using examples to emphasize the main ideas, and we also suggested, when in lack of inspiration, to use our tool, the Company Name Generator.
Now, we would like to take a different approach to the subject, talking about things one should NOT do when trying to come up with a brand/company name.
1.Don’t involve everyone in the decision
Although the tendency is to consult a lot of people in order to get as many ideas as possible, this is not the best way to go. First of all, you have to choose only one name and so you risk alienating the people around you who may have suggested other names. Secondly, you may find yourself accepting a consensus decision and ending up with a company name that might be quite “colorful”. If you have to involve more people, be sure that those that participate in the decision making process are the people who have the company’s interest at heart and are rather imaginative.
2.Don’t use plain words
You want your company to stand out and your company name is one way of doing this, but using plain words in creating one is not going to do the trick. Sure, if you are General Motors, you can afford it, but when starting rather small, with many competitors, catchy words is the way to go.
3.Don’t use the geographical area where you develop your business in the name of your company
This is quite a common mistakes that if at first might not affect your business, it probably will as the company grows. Why? Because it limits your area of activity. Take for example Kentucky Fried Chicken. They are well known and sell their products world-wide under the KFC name. They chose to use the initials so that it will de-emphasize the regional nature of the name.
4.Don’t choose an obscure company name just because it’s special
Of course, all companies want a name that is one of a kind and makes a statement, but going over the edge is not a good idea. Clearly, an interesting company name which even has a story behind it is great, but if it is hard to remember, pronounce or spell then you are in trouble.