The expensive errors — clever spellings, descriptive names, and falling in love too early.
Most naming mistakes aren't obvious in the moment. They feel like decisions. Here are the ones that come up over and over again, and what to do instead.
The worst time to find out your name is taken is after you've been using it for three months. Check availability the moment a name shows promise — domains, trademarks, socials. Don't wait until you're attached.
Fiverr, Tumblr, Dribbble — these worked because those companies had enormous resources to push the spelling into culture. For everyone else, a misspelled name just means constantly correcting people. Spell it normally.
"FastInvoice", "SmartHire", "EasyBooks" — these describe rather than brand. They're nearly impossible to trademark (descriptive terms can't be owned), difficult to stand out with, and limit you if the product evolves. Names create meaning; descriptions just explain.
If it doesn't fit comfortably in a URL, on a business card, and in a spoken sentence, it's too long. Three syllables maximum for most brands. Four if the rhythm is very good.
Read names silently and they all seem fine. Say them out loud and problems emerge. Run everything through the telephone test before committing.
A name that's fine in English can be offensive, ridiculous, or meaningless in another language. If you have any plan to trade internationally, run your shortlist through a cross-language check. It takes minutes and can save significant embarrassment.
Not just legally (which is a real risk) — strategically. A name that invites comparison to a bigger player positions you as the lesser version. You want to own your own category, not remind customers of someone else.
Say the name to ten people who don't know your product. Ask them what they think it does. Ask them to repeat it. Ask them to write it down. The reactions tell you more than your own opinion ever will.
The domain is part of the name. It's in your email address, on every business card, in every URL you share. yourbrand-hq.com is not the same name as yourbrand.com. Decide on the domain as part of deciding on the name.
Availability is necessary but not sufficient. The goal is the best name that's available — which might take a few more iterations. The name will be with you for years. Take the extra time.
Ready to check if your name is actually available?
Domains, socials, trademarks, company registers — everything in one search.
Check a name now