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A bad name can seriously hinder a company before it gets momentum. We've compiled the most expensive naming mistakes founders make—with real examples—and how to avoid them.
The 12 Mistakes
1. Falling in Love Before Checking Availability
You brainstorm for weeks, find "the perfect name," tell everyone, design the logo... then discover the domain is taken or trademarked.
Real example: A YC startup spent 3 months building around a name, only to receive a cease-and-desist letter. They had to rebrand post-launch, losing early brand equity.
The fix: Check availability FIRST. Domain, trademark, social handles—before emotional investment.
Pros
- ✓ Check domain before anything else
- ✓ Verify trademark in your industry class
- ✓ Confirm social handles early
Cons
- ✗ Falling in love with unavailable names
- ✗ Designing logos before securing name
- ✗ Announcing before legal clearance
2. Choosing a Name That's Hard to Spell
Real examples that worked despite this:
- Lyft (is it Lift?)
- Flickr (missing 'e')
- Fiverr (two r's)
These companies succeeded DESPITE the spelling issues, not because of them. They spent heavily on marketing to overcome confusion.
The telephone test: If someone can't spell your name after hearing it once, reconsider.
| Name | Common Misspelling | Impact |
|---|---|---|
| Lyft | Lift | Lost SEO traffic, confusion |
| Fiverr | Fiver, Fiverr | Multiple search variations |
| Dribbble | Dribble | Three b's is unusual |
3. Using a Name With Negative Meanings
Real historical examples:
| Name | Problem | Market |
|---|---|---|
| Chevy Nova | "No va" = "doesn't go" | Spanish-speaking markets |
| Pee Cola | Unfortunate English meaning | Ghana |
| Mazda Laputa | Means prostitute | Spanish |
| Ford Pinto | Slang for male anatomy | Brazilian Portuguese |
Google your name + major languages before committing. Test with native speakers in your target markets.
4. Making It Too Long
The sweet spot is 5-8 characters, 2-3 syllables. Shorter is almost always better.
| Too Long | Shortened To |
|---|---|
| International Business Machines | IBM |
| Federal Express | FedEx |
| Minnesota Mining & Manufacturing | 3M |
| San Francisco Music Box Company | SFMBC → eventually simplified |
Why it matters:
- Harder to remember
- Harder to type
- Harder to fit in UI
- Harder to own in conversation
5. Picking a Generic, Unprotectable Name
Names that are very hard to trademark:
- Digital Solutions
- Tech Innovations
- Business Services
- Cloud Systems
Pros
- ✓ Unique, distinctive names
- ✓ Names that can be trademarked
- ✓ Names that stand out in search
- ✓ Names customers remember
Cons
- ✗ Generic industry + service names
- ✗ Names that just describe what you do
- ✗ Names that sound like everyone else
- ✗ Names that can't be legally protected
The test: Could another company in your space use the same name? If yes, it's too generic.
6. Ignoring Trademark Search
Trademark lawsuits can force a complete rebrand. Legal fees alone can exceed $100K, plus new materials and lost brand equity.
Real rebrand examples:
| Original | Changed To | Reason |
|---|---|---|
| Xtreme Labs | Pivotal Labs (acquired) | Trademark conflict |
| Scooter (Bird competitor) | Spin | Brand clarity |
| BackRub | Better branding |
Search USPTO Database
Free search at tmsearch.uspto.gov
Check Your Industry Class
Same name can exist in different industries legally
Search State Databases
Federal doesn't cover all state trademarks
Consult a Lawyer for High-Risk Names
For names similar to established brands, get professional clearance
7. Choosing a Trendy Name That Will Date
Names that felt cutting-edge in 2010:
- Anything with dropped vowels (Flickr style)
- -ly for everything
- .io domains for everything
- "Uber for X" naming
Ask yourself: Will this name feel outdated in 10 years? The best names are timeless. Apple, Amazon, Nike still work decades later.
8. Copying Competitors Too Closely
| Original | Too-Similar Copycat | Problem |
|---|---|---|
| Zoom | Rooms, Broom | Confusion |
| Slack | Stack, Hack | Lost identity |
| Stripe | Strip | Legal risk + confusion |
Why it fails:
- You're permanently in their shadow
- Customers confuse you
- You can't build independent brand equity
- Potential trademark issues
9. Using Personal Names Poorly
Pros
- ✓ Personal names for personal brands
- ✓ Founder names for luxury/prestige (Ralph Lauren)
- ✓ Names with clear personal meaning
Cons
- ✗ Random founder initials (JMK Technologies)
- ✗ Hard to pronounce surnames
- ✗ Personal names for scalable products
- ✗ Names that don't transfer if acquired
When personal names work: McKinsey, Bloomberg, Dell (strong founder association)
When they don't: Generic initials with no meaning to customers
10. Overcomplicating the Spelling
Every unusual spelling = lost customers who can't find you.
| Complicated | Problem |
|---|---|
| Kwality | Is it Quality? Kwality? |
| Xceptional | X or Exc? |
| MyQquestion | Two Q's? |
| Phruit | Just... why? |
11. Not Considering Global Context
Questions to ask:
- Does this word mean something bad in Spanish, Chinese, French, German?
- Can it be pronounced in major languages?
- Does the domain work internationally?
Real example: When Clairol launched "Mist Stick" curling iron in Germany, they didn't realize "mist" is German slang for manure.
12. Analysis Paralysis
Some founders spend months searching for the "perfect" name that doesn't exist. A good name launched beats a perfect name never found.
Signs of analysis paralysis:
- Testing 100+ names with focus groups
- Changing the name after soft launch
- Letting the name decision block product development
- Seeking unanimous approval from everyone
The fix: Set a deadline. Pick the best available option. Ship.
The Pre-Launch Checklist
| Check | Status | Tool |
|---|---|---|
| Domain available | — | namemyapp, registrars |
| Trademark clear | — | USPTO TESS |
| Social handles free | — | Namechk.com |
| Easy to spell | — | Telephone test |
| Easy to pronounce | — | Test with strangers |
| No negative meanings | — | Google + native speakers |
| Works as logo | — | Quick sketch |
| Fits brand personality | — | Team gut check |
Avoid the Mistakes from the Start
Generate names that are already vetted for availability:
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