While a compelling brand name is essential for business growth, the naming process is riddled with myths and misconceptions that can mislead entrepreneurs and marketers. These misconceptions can hinder the development of a truly effective and impactful brand name.
In this article, we’ll unpack the top brand naming myths and reveal the truth behind them. Whether you’re launching a startup, rebranding an existing company, or just curious about the art of naming, this blog will clarify the do’s and don’ts of crafting a powerful brand identity.
Myth #1: A Good Brand Name Must Describe What You Do
The Myth:
Your brand name should directly communicate your product, service, or business category.
The Truth:
Descriptive names (e.g., The Shoe Gallery, Organic Foods Inc.) may seem clear, but they often lack uniqueness and emotional impact with the target audience. Some of the world’s most successful brands (e.g., Apple, Amazon, Google) have abstract or metaphorical names that leave room for imagination and emotional connection whilst having an interesting story behind the names.
A name that’s too literal can also limit your business growth. If Amazon had been named OnlineBooks.com, it would have been too drab and would have struggled to expand into other services like cloud services, streaming, and groceries.
The Fix:
• Focus on what you want the brand to represent, not just what you sell.
• Look for metaphorical or evocative names that tell a story.
• Ensure the name is flexible enough to grow in varied categories with your business.
Takeaway: A brand name doesn’t need to explain your business in a literal sense; it needs to evoke curiosity, trust, or emotion.
Myth #2: A Brand Name Must Be Short
The Myth:
Short names are always better because they are easier to spell and to remember.
The Truth:
While short names like Nike, Apple, and Sony are memorable, length alone doesn’t determine a name’s success. Some longer names (e.g., Coca-Cola, Louis Vuitton, Harley-Davidson) are equally iconic because they carry strong emotional weight and brand associations.
The Fix:
• Don’t obsess over name length; focus on clarity and memorability.
• Ensure your name is easy to pronounce and spell.
• Test your name with a group of potential customers to gauge recall.
Takeaway: A good name is one that sticks in people’s minds—regardless of length.
Myth #3: You Need a .com Domain to Have a Successful Brand Name
The Myth:
If the .com domain isn’t available, the name is unusable and not recognizable worldwide.
The Truth:
While having a .com domain is still valuable, the digital landscape has evolved. With new domain extensions (e.g., .io, .co, .tech, .store), brands have more flexibility than ever. Startups like complex.so, Bit.ly, and Behance.net have thrived without traditional .com domains.
The Fix:
• Explore creative domain extensions that align with your industry (.tech, .so, .ai, .io).
• Add a modifier like a prefix or suffix to your domain (e.g., GetBrandName.com, BrandNameGroup.com).
• Focus on building strong brand recognition, regardless of domain.
Takeaway: A .com domain is great, but it’s not a deal-breaker for building a powerful brand.
Myth #4: Brand Names Should Be Trendy
The Myth:
Using current trends, like removing vowels (e.g., Flickr, Grindr), or adding common suffixes (e.g., -ly, -ify), makes your brand sound modern.
The Truth:
Trendy names can make your brand blend in rather than stand out. Naming trends come and go, and what feels fresh today might feel outdated in a few years. Additionally, overly trendy names can make your brand less timeless and harder to remember.
The Fix:
• Avoid blindly following naming trends.
• Choose names that align with your long-term vision.
• Strive for uniqueness rather than temporary coolness.
Takeaway: A timeless name is better than one that follows fleeting trends.
Myth #5: The Best Names Come from Brainstorming Sessions Alone
The Myth:
Gather your team, grab a whiteboard, and the perfect name will emerge through brainstorming.
The Truth:
Brainstorming is a valuable step, but it rarely results in a final brand name on its own. Effective naming often involves research, competitive analysis, linguistic checks, cultural considerations, and trademark vetting.
The Fix:
• Use brainstorming sessions as an idea generator, not the final decision point.
• Involve professionals if possible—naming agencies (like Frozen Lemons)or consultants can provide expert insights.
• Validate your ideas through market research and linguistic testing.
Takeaway: Brainstorming is a great start, but it’s only one step in the naming process.
Myth #6: A Great Brand Name Guarantees Success
The Myth:
If you have an amazing brand name, success is guaranteed.
The Truth:
A great name can set you up for success, but it’s only part of the equation. Strong branding, exceptional products, marketing, and customer experiences are what truly build a lasting brand.
Many successful companies (e.g., Google, Uber, Zoom) didn’t start with names that carried instant meaning—they built meaning around those names through their actions.
The Fix:
• Treat your name as one component of your overall brand strategy.
• Build a consistent brand story around your name.
• Deliver on your brand promise consistently.
Takeaway: A name is powerful, but it needs support from branding, marketing, and customer experience to shine.
Myth #7: You Can’t Change Your Brand Name Once You’ve Launched
The Myth:
Once you’ve named your company, you’re stuck with it forever.
The Truth:
While rebranding can be challenging, many successful brands have changed their names and thrived. For example:
Google was originally BackRub.
Twitter recently changed to x.com
Facebook operates under the umbrella brand Meta
Instagram started as Burbn.
PayPal began as Confinity.
If your name is causing confusion, limiting growth, or failing to resonate, rebranding can be a smart strategic move.
The Fix:
• Be transparent with your audience about why you’re changing your name.
• Invest in a strong rollout strategy for your new identity.
• Ensure the new name aligns with your long-term vision.
Takeaway: A name isn’t a life sentence—strategic rebrands can inject new energy into your business.
Myth #8: Clever and Playful Names Are Always Memorable
The Myth:
A witty or pun-filled name will automatically make your brand stand out.
The Truth:
While a clever name can be memorable, it can also fall flat if the humor isn’t universally understood or if it overshadows your core brand message. Additionally, overly punny names might not age well or translate effectively across cultures.
The Fix:
• Test your name with diverse audiences to ensure it resonates.
• Avoid jokes or puns that require too much context to understand.
• Prioritize clarity and emotional resonance over cleverness.
Takeaway: Humour can work, but it shouldn’t come at the expense of clarity or brand purpose.
Myth #9: A Brand Name Must Have Instant Appeal to Everyone
The Myth:
If people don’t instantly love the name, it’s a failure.
The Truth:
Some of the most iconic brand names (e.g., Nike, Starbucks, Google) weren’t initially loved by everyone. Names often grow on people as they become associated with a company’s values, products, and experiences.
The Fix:
• Don’t over-rely on focus groups or first impressions.
• Consider long-term potential, not just instant likability.
• Focus on building positive associations over time.
Takeaway: Great brand names often become loved, rather than starting out universally adored.
Myth #10: Naming Is Easy—Anyone Can Do It
The Myth:
Naming is just about being creative, so anyone can come up with a great name.
The Truth:
Effective naming is a blend of creativity, strategy, linguistics, trademark law, and market analysis. It requires deep thought, research, and expertise to craft a name that’s memorable, scalable, and legally available.
The Fix:
• Treat naming as a strategic investment.
• Involve naming experts.
• Give the process enough time and resources.
Takeaway: Naming is an art and a science. It deserves strategic attention.
Conclusion: The Truth About Brand Naming
A brand name is one of the first impressions your business makes, and it’s worth getting it right. By understanding and avoiding these common myths, you’ll be better equipped to choose a name that aligns with your brand vision, stands out in the marketplace, and grows with your business.
Key Takeaways:
1. A name doesn’t need to describe your business.
2. Memorable beats trendy.
3. A .com domain isn’t mandatory.
4. Don’t rely solely on brainstorming.
5. Naming is a strategic process, not a quick decision.
A great brand name is a powerful tool—but it’s your brand story, actions, and experiences that will give it meaning.
Choose wisely, build intentionally, and your name will become synonymous with trust, quality, and value.