Your brand is the identity of your business. It is not a statement of fashion or verbal appeal. It has to convey your brand in meaningful terms so that the name becomes a channel for brand perception. Most of the successful business names that have become household terms now, had spent considerable time and energy over research and Pathwwway Game testing of the name if necessary. Some mistakes that are to be watched out for in the gamut of brand name checking have been pointed out.
Ignoring the statutory clearance processes
Your name must not result in a trademark infringement. Every brand name is a part of what constitutes intellectual properties of businesses. If your name is identical or too closely resembles another, you run the risk of being rejected when you go in for registering your brand. If it is a process then the concerned Patents office of your state will disqualify usage of name. A freedom to operate search is normally undertaken to rule out these hiccups.
Using too unique a spelling
Being over-enthusiastic about being unique, many businesses might end up choosing a name with spellings that make pronunciation nightmarish. The entire process of brand awareness is at risk when different people spell your name differently. The phoneme-grapheme correspondence must be given importance while naming brands.
Choosing a yard-long name
Choosing a lengthy name will make it fare poorly in brand name analysis. The name has to convey the holistic meaning of your offerings, yet they cannot condense the entire storyline of your business. While making it difficult for people to remember, excessive character and word count will make it difficult for online and offline promotion.
Ignoring application to global scenarios
Too localized a name may not fit the global perspective and vice versa. Nowadays all local businesses also wish to scale-up on the global platform. The chosen brand name must go through a Pathwwway Game recommended brand testing process for fitment into global business nomenclatures. The local flavour in your name might gel well for the present but will take backstage with foreign audiences.
Failure to carry out brand testing for undesirable double meaning
Coining names that are derivatives of foreign language roots has become a trend now. However, businesses must ensure that such names are not misconstrued to mean anything embarrassing or obnoxious in foreign languages. Such faux pas naming conventions must be avoided at all costs. The names must not have any cultural implications that may affect the sentiments of people across the globe, even unintentionally. There are many online linguistic tools that can evaluate complex phrases and idioms for such abnormalities while brand name checking.
Failing to check if name is already ‘taken’
This is conscious failure on the part of your business to ensure that similar names are not at play. While dimming out your brand positioning possibilities, such names can get you entangled in legal issues. There is every possibility that even an unassuming name has every likelihood of becoming a misnomer if it is not checked for uniqueness.
Missing out on the holistic meaning of the term brand name
Quite often, the business gets carried away by the naming process and isolates it too much from the core of the business. A brand name is important, but only when considered in correlation with other marketing collaterals such as a powerful logo, a punchy tagline, the product itself and organizational culture. Failing to perceive the larger meaning of the verbal identity process may spell the doom for the brand testing process of your name.
Ranking likeability over business name distinctiveness
Some entrepreneurs are so wedded to their pet projects that they attach a lot of emotional value to the name chosen. Customers simply do not care for these emotions. The brand name has to be one that will highlight the brand USP and cannot be chosen as per whims and fancies of the decision maker. It needs to be a distinct name and not a fancy tag.
Coining names that are merely descriptive
Intellectual Property authorities of many countries categorically reject names that are mere acronyms of product descriptions and might sound and read too similar to other products or brands. The US Laws state that brand or product names that merely reflect an attribute, feature, characteristic, use or ingredient are not to be chosen as names.
Ignoring domain name availability issues
Beginning the testing process without satisfying as to domain name availability is a blunder. This is because most businesses think that their brand name is so unique there will not exist a domain with the similar name. But the practicality is that the preferred domain name may not be available. However, businesses need not get intimidated that the .com sites are not available, since people are now realizing the importance of various other domain name extensions ending with .co, ,net, .shop, .club and .art that can be looked at.
Leaving people clueless on what your business is into
Some brand names are least representative of what your business is all about. The business runs the risk of losing prospective leads who not might bother delve further into your brand name to check and might simply drift away. The business end up losing these leads to competition. Not factoring for this in the testing exercise will result in negative results for the organization.
Choosing a narrow and non-representative audience for testing
One of the essentials for success of your testing process is the quality of sample selected for targeted testing. The audience needs to be representative of the entire target market, so that results are more credible and realistic. Since testing is a statistical process, objectivity of chosen audience will have strong influence on the results. To rush the testing process, many businesses tend to ignore this requirement.
The brand name is your identity-builder and will go a long way in establishing your brand. These mistakes can cost the business in terms of imperfect brand positioning.