Mistake 1: Naming for v1
Founders pick names that describe the first product, then outgrow them by year two. (Pivotal Tracker, Color Labs, RJ Metrics — every category has examples.)
Pick a name that fits the company's mission, not just its first feature.
Mistake 2: Skipping the trademark search
If you fall in love with a name and skip the basic USPTO search, you risk a rebrand at the worst possible moment.
Run a search before you commit, even informally — a 30-minute check now is cheaper than a 30-day rebrand later.
Mistake 3: Letting committees pick names
Group consensus drives names toward the safe middle. The strongest names usually have one champion who pushes them through skepticism.
Get input. Then have one person make the call.