3 Mistakes to Avoid When Naming Your Business (60-Second Video)

Pick a name that will work now -- and in the future.

Grow Your Business, Not Your Inbox

Stay informed and join our daily newsletter now!
Special Projects Director

Finding the right name is one of the most important choices you make when starting a business. Here are three mistakes to avoid when making this vital decision, from branding expert Phil Davis.

  • Employing the "train wreck" method. When forced to come up with a catchy name, many aspiring entrepreneurs simply take part of an adjective and weld it onto a noun, colliding the two words head-on. The results are names -- QualiServe or TranquiSpa -- that have a certain twisted rationale, but look and sound awful.
  • Turning your name into a cliche. The world is full of names like Summit, Apex, Pinnacle and Peak. While there's nothing inherently wrong with them, they're overworked. Instead, look for combinations of positive words. The data storage company "Iron Mountain," for example, conveys strength and security without sounding commonplace.
  • Making your name too obscure. Pick something too random, and customers will never know what it means. Resist the urge to name your company after the mythical Greek god of fast service or the Latin phrase for "We're number one!" If a name has a natural, intuitive sound, it can work.

Happy naming, folks!

Watch more 3 Things to Know videos here!

More from Entrepreneur
Our Franchise Advisors will guide you through the entire franchising process, for FREE!
  1. Book a one-on-one session with a Franchise Advisor
  2. Take a survey about your needs & goals
  3. Find your ideal franchise
  4. Learn about that franchise
  5. Meet the franchisor
  6. Receive the best business resources
Make sure you’re covered if an employee gets injured at work by
  • Providing us with basic information about your business
  • Verifying details about your business with one of our specialists
  • Speaking with an agent who is specifically suited to insure your business
Try a risk-free trial of Entrepreneur’s BIZ PLANNING PLUS powered by LivePlan for 60 days:
  • Get step-by-step guidance for writing your plan
  • Gain inspiration from 500+ sample plans
  • Utilize business and legal templates
  • And much more

Latest on Entrepreneur