Mistake 1 — Naming for the first product
Pivotal Tracker, Color Labs, RJ Metrics — every category has examples of names that fit v1 and trapped v3. Pick a name that fits the company's mission, not its first feature.
Mistake 2 — Picking a hard-to-spell name
If customers can't spell it after hearing it once, you'll pay for that confusion forever in lost direct traffic and word-of-mouth referrals. Test spelling on three strangers before committing.
Mistake 3 — Leaning on a generic descriptive name
'TheBestCandles' ranks short-term and loses to every funded competitor long-term. Generic names can't be trademarked, can't be defended, and can't grow into a brand.
Mistake 4 — Skipping the trademark check
Falling in love with a name that's already federally registered is the most expensive naming mistake there is. A 30-minute uspto.gov search prevents it.
Mistake 5 — Settling for a clunky domain
Hyphens, numbers, misspellings, and obscure TLDs leak signups and brand confidence. If you can't get a clean domain, change the name — don't change the domain.
Mistake 6 — Letting a committee name the company
Group consensus drives names to the safe, generic middle. The strongest brand names usually have a champion who pushed them through skepticism. Get input. Then have one person decide.
Mistake 7 — Naming for a trend
Crypto-, AI-, GPT-, Web3- prefixes feel current today and dated in 36 months. Trend names limit fundraising, recruiting, and pivots.
Mistake 8 — Ignoring how the name reads in other languages
If you plan to operate internationally, run the name past native speakers in your top three target markets. The cost of catching a problem now is roughly zero.
Mistake 9 — Reusing a name with messy SEO baggage
If the .com is expensive because a defunct company owned it, you may inherit broken backlinks, brand confusion, and negative reviews. Check the Wayback Machine before you buy.
Mistake 10 — Refusing to rename when the data is clear
If sales calls keep starting with 'how do you spell that?' the name is costing you growth. Renaming sooner is always cheaper than renaming later.
Questions founders ask
When is it too late to rename a startup?
Never, but the cost compounds. Renaming before $1M in revenue is usually cheap. Renaming after $10M is a project. Renaming at IPO scale is a nightmare. Do it as soon as you're sure.
How do I rename without losing SEO?
Migrate with full 301 redirects from the old domain to the new, keep page structure constant, update all branded backlinks you control, and announce the rebrand publicly. Most rebranded sites recover ranking within 90 days.
Is a descriptive name ever the right answer?
For very local services with no expansion plans, yes. For anything you want to scale, treat 'descriptive' as a warning sign.
Don't ship a name you'll regret
Run candidates through the generator, save the shortlist, and validate them in your founder workspace.