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Naming a business is a lot like laying the cornerstone of a building. Once it’s in place, the entire foundation and structure are aligned to that original stone. If it’s off, even just a bit, the rest of the building is off, and the misalignment becomes amplified.
Related: The Do’s and Don’ts of Naming Your Business (Infographic)
So if you have that gnawing sense that choosing a name for your new business is vitally important, you’re right. Having had extensive experience in the naming and branding business, I’ve witnessed the good, the bad and the really bad. To help you get off to a good start, read on to discover the top eight mistakes I’ve found that people make when it comes to choosing a name for their business.
Mistake #1: Getting the “committee” involved in your decision
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We live in a democratic society, and that seems like the right thing to do: involving everyone (your friends, family, employees and clients) in an important decision. This approach, however, presents a few problems. The first and most obvious fact is that you’ll end up choosing only one name, so you risk alienating the very people you’re trying to involve. Second, you’ll often end up with a consensus decision, which results in a very safe, very vanilla name.
A better method is to involve only the key decision-makers — the fewer the better…
