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Tuesday, 14 October 2014 10:51

Biggest Mistakes of Naming and Branding a Business

By - Michael Rader

Industry leaders have secured their positions because they knew how to successfully launch a company. Learning from them can help you avoid common branding mistakes. It is important that you devise a solid and stable plan before taking any action. Ensuring the avoidance of these common pitfalls is a great place to start.

1. Not owning the domain name – Many people make the mistake of allowing their business partners, consultants, or even family members to own their company’s domain name. This is a surefire way to fast track your business towards problems that are often unmanageable. Owning your own domain name allows you to retain total control over all aspects of your business. If you are in need of a domain name, you have come to the right place. Brandroot has just what you have been searching for. 

2. Moving too fast – In their haste to get their companies off the ground, many people make the mistake of launching before they are ready. A website full of “Coming soon,” for instance, gives customers the impression that you are not prepared, and therefore, not trustworthy. Start small and build your company as the money starts coming in. Starting too big too fast will leave you with few assets and even fewer options.2.

3. Avoid the bland and unimaginative – Your business name and subsequent branding needs to portray a company that is innovative and progressive. Customers want new and fresh. Giving them what they want is the first step towards securing loyal and long-term customers. Settling for an identity that is plain and flat will relegate you to the bottom of the pile. You need to stand out from the competition if you want to forge a competitive identity. Unsure how to do that? Let Brandroot help you. Our names are carefully chosen for their creativity and ability to help you create the identity you are looking for.

4. Not evolving with industry changes or company growth – Life changes at a rapid pace, as does the business world. Successful businesses are those that can identify the changing needs of the industry and have the courage and foresight to act accordingly. Changing your brand identity, logo, or even name may be necessary as your company evolves. Many people fear change, and rightly so. Successful businesses, however, are those that can act in spite of that fear.

5. Not considering all possible name connotations and meanings – The invention of the internet has reduced the size of the globe. International business is no longer reserved solely for large and powerful companies. With those increased opportunities, however, comes a responsibility to understand the cultures of potential clients. A name or image that is perfectly acceptable in your home country may be largely offensive in another. Alienating yourself from your customers is the first step towards disintegration.

6. Choosing a name/image that is hard to pronounce or spell - Your business name, and thus your identity, needs to be very user friendly. Names that are difficult to remember will get tossed aside in favor of those that aren’t. Just because something makes sense to you, doesn’t mean others will understand.

7. Not developing a concrete vision – Your customers need to know who you are and what you stand for as a business. Failure to define those company attributes will lead to a belief that you simply don’t understand it yourself. Attaching yourself to the values and needs of your customers will allow you to begin to create the type of relationships you need to build your business. Your customers need to feel comfortable with you and the foundational elements of your company. Be upfront and honest.

Building a business from the ground up may appear like a gigantic task. It doesn’t have to be. The first step is the choosing a name and creating a business identity. Brandroot is here to help. Our names avoid all of the pitfalls listed above and will put you in the best possible position for achieving long-term and sustained success. Give our marketplace a look. The business personality that you are looking for is waiting for you.

Last modified on Tuesday, 14 October 2014 11:02

Michael Rader

With over ten years in web development and design, Michael Rader has expertise and technical know-how. But more than a skilled technician, he is an entrepreneur and innovator who helps startup’s and new businesses identify and define their future with a unique, brandable business name. Michael Rader is the founder and CEO of Brandroot®, a leading .com domain name marketplace. He currently lives in Kailua-Kona, Hawaii where he operates the business and authors a blog dedicated to naming and brand name establishment.