When creating name ideas for a business or brand, the most important focus is always to create a relevant name with strong meaning and positive associations.
Whether the name is descriptive (PayPal, Science Comics, Noodles & Company) or subtle (Tinder, Apple, GreenPeace, Red Bull) a great name sets up your brand positioning.
However, in your search for a powerful name, don’t forget that function is also critical. A meaningful name that is hard to say, spell, or remember can be devastating to your brand.
Before we jump in, if you’re not a branding professional yet, you may want to take a moment to review brand name types.
But without further ado, here are the technical naming mistakes to avoid if you want to create a functional name:
- A Phrase should not have a Misspelling (Squadhelp winning name Next Comes Love, would not be recommended as Next Comes Luv or Next Comez Love.
- A Blend should not have a Misspelling (AdvantEdge is a great blend. AdventEdge and NuAdvantEdge are not).
- Double Blends don’t make good names (AddVantEdge)
- Blends should not use words that are difficult to spell (a word like Acquiesce is probably not great for blending).
- Misspellings should be slight and easy to recognize. Lyft and Flickr are strong names, Lyphtt and Flikrr are not.
- Misspellings should not look like true mistakes. Conect and Acheive are not strong name suggestions. Anything that resembles a common spelling mistake will not make a good name.
- Names with multiple misspellings are typically not strong name ideas.
- Names, especially abstract names, should not have ambiguous pronunciation. Most vowels have multiple expressions. In a name like Dravona, the “on” sound could be pronounced like it is in “Don” or “won”. Name submissions with this issue should be avoided.
- If your name submission uses Greek roots, stick with ones that are phonetical like Cata and Deca, instead of Chronos (pronounced Crow-know-ce) and Eidos (pronounced … I’m not sure). This is true for use of any foreign language words.
- If you use a made-up word–an abstract name–it must sound really nice and be phonetic — and hopefully short (Itorix.com).
- If you use blends, the two words must be obvious. Here’s a blend that does not work: Creating a name for an aggressive first-person-shooter video game by combing Armageddon and Bloodbath — ArmBath.com. On the other hand, here is a great blend that is easily understood — Playformance.com.
- Typically, numerals are not recommended for brand naming; although, companies in some industries can get away with it.