Starting a business can feel a bit like trying to solve a Rubik’s cube. There are many moving parts; and, it’s not always clear where all of them should go. And, one of the most challenging pieces of the startup puzzle is choosing a name for your business. Your business name is the single most important identifier for your new company. It’s how your customers will identify and remember you. It’s part of your company’s brand identity and will influence your logo design and your entire visual brand. So, it’s not a decision that you should take lightly. Crowdspring has been helping entrepreneurs, businesses, and agencies name new companies and products for over a decade. Here are 5 mistakes to avoid when naming a business. Controversy for the sake of controversy Affiliating with a bad reputation Choosing a name that is too limiting Choosing a name already protected by trademark law Changing your name for no real benefit Let’s look at each of these mistakes in detail. Pitfall #1: Controversy for the sake of controversy Most businesses wisely try to avoid topics that might alienate their customers. The classic examples of these forbidden topics are politics and religion. But, Canadian ice cream shop Sweet Jesus didn’t get that memo. And, it landed them in some hot water. According to co-founder Andrew Richmond, an employee used to exclaim “Sweet Jesus!” when tasting the ice cream and the name just stuck. In some ways, the name was a great branding choice. It’s an unusual name for an ice cream shop – and that makes it memorable. It’s playful, which speaks to the atmosphere they want to create. And for some, “Sweet Jesus” conjures that same feeling of surprised pleasure as that original unnamed employee must have felt. A great association for any business – right? Well, yes. And no. When Sweet Jesus tried to expand outside of their original territory, they ran into some friction from Christian groups. A report in The Star reveals that one petition accused the ice cream shop of “openly (attacking) the Christian community” and demanded that the shop change its name in an effort to “eliminate mockery toward our Lord Jesus.” If your business name alienates a large portion of your potential audience, that’s bad business. And, as Gene Marks, president of the Marks Company, explains: People have a right to their opinion and it’s not for a business owner to decide what does or doesn’t offend someone. For Sweet Jesus, their name choice not only offended some potential customers, but it also threatened their plans for expansion and growth. There’s no need to invite this kind of threat. New businesses have enough to contend with already. So, avoid controversial name choices that don’t speak directly to the mission of your business. Do this instead: While you can certainly never please everyone, you can avoid poking the biggest bears in the forest. Steer clear of political or religious references in your business name if they’re not essential.. …
