Naming – What to Avoid When Creating Names?

A name is synonymous with a given company. A well-thought-out name can be the key to success, but an improperly created one will do more harm than good.

As in every field, there are certain pitfalls lurking in naming that should be avoided. Unfortunately, there is no golden mean to creating a good name, but there is a certain advantage in knowing what to avoid during the process of creating it.

The first tip is quite simple, but not everyone follows it. The name should be concise and short above all. A mistake is to use unusual spelling, which later translates into difficulties in pronunciation. The easier the way of pronouncing it, the more likely it is to remember it.

In short – you should avoid a situation in which when dictating the name (e.g. over the phone) there will be problems like: “please spell it again for me”. A name that can be written down and pronounced with pleasure is already an advantage over the competition.

The fact that the name is easy to remember is not always the key to success.
It is equally important to thoroughly check it in the languages ​​of the countries where the product will be available (also in terms of slang). A name that has negative associations may translate into poor sales results.

Everyone has probably heard of the company “Osram”, which produces light bulbs, or “PUPA”, which offers cosmetics. The introduction of a brand to the market should take into account the issues related to naming outside our country.

Something that sounds good on the domestic market will not necessarily sound the same abroad. Italians see nothing strange in the word “BOREDOM”, which is why one of Husqvarna’s motorcycles was named this way.

The unfortunate naming has also affected many car manufacturers in Spanish-speaking countries. Mitsubishi Pajero is nothing more than a “masturbator”, Ford Fiera is an “ugly old hag”, Mazda Laputa can be translated as “slut” (“puta”), and Opel Ascona is associated with the regional term for female genitalia.

Another common mistake is using names that will be confusing to the customer, or those that in no way reflect the nature of the business performed (although this is not necessary, although it affects the association of the brand with a given product). You should also avoid logical, grammatical and semantic errors. This is such an “obvious fact” that, contrary to appearances, not everyone remembers.

Naming is based on processes and numerous analyses. When designing a name, it is not only the word itself that counts, but also the safety of its use. Therefore, the name must have a guaranteed Internet domain, the possibility of registering it as a trademark. It also cannot violate copyrights or be similar to the names of other manufacturers or products.

So if we intend to create an extraordinary name, let’s devote an appropriate amount of time to planning it. The fewer issues we leave to chance, the fewer unpleasant surprises will await us in the future.