Many businesses have succumbed to the hungry fangs of disaster because they underestimated the influence of their brand’s name on their products.
Companies with unsuitable brand names typically face challenges since their names, which were intended to help them thrive, instead become a source of shame and sorrow.
This was the exact situation with Ayds Diet Candy, which was introduced in 1941. It was known as the best hunger suppressant candy of its day. And it enjoyed this success until the 1980s when the talk about a deadly disease known as AIDS surfaced.
Their company’s name, Ayds, resemblance to AIDS, had a terrible effect on the company, and sales decreased by half within a few years.
Unfortunately, many business owners, like Ayds diet candy, tend to make the same mistake of choosing unpleasant business names and don’t know when to rebrand.
To avoid falling into the grips of disaster like Ayds, then avoid these naming errors whether you’re visiting a business name generator or thinking about your brand’s name.
A Brand Name With a Negative Connotation
In today’s market, when people intentionally prefer firms that agree with them on matters such as beliefs and politics, it’s preferable for a business owner to avoid selecting a brand name that conveys any negative connotation, especially on contentious issues such as politics.
And while naming your company, avoid words that convey the wrong impression, such as Wanadoo, Hitler’s Kitchen, and K.K.K. Also, avoid names like Dumass Taco and Analtech since they conjure up a terrible image in your clients’ heads.
Understand that clients have a tough time distinguishing between a founder’s or CEO’s activities from those of their firm. That’s why it’s critical to avoid ethically or politically charged situations or to manage them with utmost prudence; otherwise, your company might suffer the backlash as Mike Lindell’s, MyPillow.
Complex Brand Names
As you begin looking for a great name for your business, it’s wise to avoid utilizing difficult words. Complicated brand names cannot keep the attention of your audience; no one wants to expend mental energy figuring out how to say your brand’s name correctly.
Customers are drawn to simple, short, and catchy brand names since they roll off the tongue, and are easy to memorize and find on the internet.
If your company name is too lengthy, you risk losing customers to competitors that have shorter, more unique, and exciting brand names. Over 80% of customers don’t recall branded content after three days, and the best way to make your name memorable is to get a short and memorable name.
Names with Adverse Foreign Meanings
People from around the world can easily reach your brand and will not be reluctant to dump your goods for another if your brand’s name is insulting in their language.
So, before deciding on a brand name, perform extensive research about your potential brand name to guarantee that it is not insulting to customers from other countries.
Unfortunately, several companies have made this error, and their brand names have been swallowed up by their meaning in the foreign language. A good example is Mazda’s ‘La Puta,’ which translates as ‘The Whore,’ in Spanish.
And Spanish people were quick to reject products like Mazda’s Laputa and Nokia’s breakthrough phone, Lumia, which also happens to be a slang word for prostitute in Spanish.
When creating your brand name, pay close attention to how people in different parts of the world would interpret its meaning.
Be Professional
Disastrous brand names usually occur as a consequence of entrepreneurs neglecting to focus on the needs of their brand, customers, and industry.
These entrepreneurs wind up with bizarre brand names that do not adequately portray their firm, offend customers, and do not complement the market. And that’s why it’s important that every founder creates a peculiar brand name that people will love to interact with.
Grant Polachek is the head of branding for Squadhelp.com, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients such as Nestle, Dell, Nuskin, and AutoNation.
Stay connected