How to Avoid Common Mistakes & Disasters When Naming Your Brand

Woman throwing paper in the air
July 29, 2022

As anyone preparing to get married knows—names matter. Do you take their name? Do they take yours? Do you each take both last names? When you launch or rebrand a business, naming is equally important. As an event professional, you’re bridging the worlds of professional and personal, so you need a name that fosters immediate intimacy while communicating profound professionalism. You’re not just naming a business. In order to find success in the event planning industry, you need to create a brand that connects with people during their most important moments. Let’s talk about what to do and what not to do when naming your brand!

Four Brand Naming Mistakes & How To Avoid Them 

Finding the perfect name for your brand isn’t easy, but if you avoid these four common naming mistakes you’ll be on to a great start.

Building your own business from the ground up is hard work - it requires total emotional investment in every step. But when it comes to naming your brand, this is one moment you need to take a step back. The intimate and involved nature of event planning often leads people to choose a name based on their own emotional connection to it. But this shortsighted approach misses an opportunity to create something that can be bigger than yourself. After all, you’re not selling to yourself here. And you can’t find success by creating a business that’s simply tailored to your own needs. So when it comes time to pick a name, think about what your clients are looking for rather than choosing a name that’s motivated by your own emotions.

2. Thinking Short Term (And Forgetting Long-Term Strategy)

Similarly, it’s easy to fixate on the short-term success of your new venture and to choose a name that reflects that focus. For example, it might feel natural to let your immediate geographic situation guide your naming choice because that’s where you want to make the biggest impact first. But to create an impactful brand identity requires an eye on the big picture - and a sense of deeper strategy. Identify how your choice of name plays into your long-term business strategy - and consult a reputable naming service to find the best fit.

In our social, political, and even professional lives, we’re increasingly living in a bubble surrounded by like-minded individuals who share our views and opinions. When you’re picking a name for your event planning venture, that bubble needs to burst. Exploring all the possible connotations of your name can save you from getting into trouble down the line. When Uncle Ben introduced their easy-cook rice in the late 1940s, they probably didn’t envisage the problematic racial connotations their brand would take on. Try to examine a potential name from every angle to ensure there aren’t any potentially negative interpretations that could hurt your brand.

While grandiose words or foreign names might seem to stand out and embody a classy European air, they make it harder for your business to leave an impression. Over half of people can’t remember a single detail from a brand they’ve encountered after three days, so you don’t want to add an impossible pronunciation to the mix. A simple, straightforward name is going to be easier to remember and share. 

What Now?

You’re already one step ahead of your competitors because you can avoid these common naming pitfalls. It’s time to choose the perfect name for your brand. While this is a significant moment on the road to launch, my advice is to not overthink it. As we’ve seen, simplicity and objectivity are powerful factors in creating a strong brand identity. You’ll know it when you see it!


About the Author

Grant Polachek
Grant Polachek
Branding at Squadhelp
Grant Polachek is the head of branding for, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world's leading crowdsource naming platform, supporting clients such as Nestle, Dell, Nuskin, and AutoNation.