15 Startup Naming Mistakes That Kill Brands Before They Launch

I've seen hundreds of startups struggle with naming. Some mistakes are obvious, others are subtle traps that only become apparent months later. Here are the 15 most common naming mistakes and how to avoid them.

1. Not Checking Domain Availability First

The #1 mistake. Founders fall in love with a name, design a logo, print business cards — then discover the .com is taken and the seller wants $50,000. Always check domain availability BEFORE you commit to anything.

2. Making It Too Hard to Spell

If you have to spell your business name every time you say it on the phone, you've already lost. "Xyloquent" might sound sophisticated, but nobody will find your website.

Test: Tell 10 people your brand name verbally. Have them text it back to you. If fewer than 8 spell it correctly, pick a different name.

3. Ignoring Social Media Availability

Your brand name might be available as a domain but taken on Instagram, X, and TikTok. Check everything simultaneously with BrandScout — it checks 20 platforms at once.

4. Choosing a Name Too Similar to Competitors

Google "your brand name" before committing. If the first page is dominated by another company, you'll spend years fighting for your own brand search.

5. Using Trends That Will Date Your Brand

Names with "AI" suffixes, "Web3" references, or "Meta" prefixes will feel dated in 3-5 years. Build a timeless brand instead.

6. Making It Too Long

The best brand names are 1-3 syllables. Every additional syllable makes it harder to remember, spell, and fit on social media profiles. Think: Stripe, Slack, Zoom — not "Integrated Payment Solutions Inc."

7. Using Hyphens or Numbers

brandname.com ≠ brand-name.com ≠ brandname2.com. Hyphens and numbers confuse people and look unprofessional. If you need a hyphen to get the domain, the name isn't right.

8. Not Doing a Trademark Search

Naming your startup the same as an existing trademark is a lawsuit waiting to happen. Check the USPTO database before committing, and consider BrandScout's trademark risk analysis feature for a quick assessment.

9. Being Too Descriptive

"Fast Online Accounting Software" describes what you do but isn't a brand. Descriptive names are forgettable and hard to trademark. A slight abstraction works better: "QuickBooks" hints at accounting without being a dictionary definition.

10. Being Too Abstract

The opposite problem. "Xynth" tells people nothing. You'll spend your entire marketing budget explaining what you do. Find the sweet spot between descriptive and abstract.

11. Ignoring International Implications

Does your name mean something embarrassing in Spanish, Mandarin, or Hindi? If you plan to operate globally, check translations and cultural connotations.

12. Not Testing Pronunciation

If people can't agree on how to pronounce your name, you have a problem. Is it "jif" or "gif"? Don't create that debate for your own brand.

13. Forgetting the Logo Test

Your name needs to work as a wordmark, an icon, and a favicon. Single-word names are easier to design around than multi-word names.

14. Skipping Competitive Analysis

Look at how competitors in your space are named. If every SaaS tool in your category has a playful, short name (Slack, Notion, Linear), showing up as "Enterprise Workflow Automation Platform" will feel out of place.

15. Not Getting Feedback

Founders often name companies in isolation. Get feedback from potential customers, not just friends and family. Your target audience's reaction is what matters.

How to Get It Right

Use a systematic approach:

Brainstorm 50+ names (try BrandScout's AI name generator)
Check availability for your top 10 (BrandScout)
Test pronunciation with real people
Check for trademark conflicts
Verify the name works internationally
Pick your winner and secure everything immediately

After You've Named It

Once your startup has a name and a website, run a free SEO audit to make sure you're starting with a technically sound foundation. Many startups lose months of SEO progress due to basic technical issues that could've been caught on day one.

Local businesses face similar challenges — check out how contractors on SacValley Contractors handle their online branding for real-world examples.

Key Takeaways

Always check domain + social availability before falling in love with a name
Keep it short, spellable, and pronounceable
Test with real people, not just your co-founder
Secure everything (domain, socials, trademark) immediately once you decide
Don't forget technical SEO setup on your new site