When creating name ideas for a business or brand, the most important focus is always to create a relevant name with strong meaning and positive associations.

Whether the name is descriptive (PayPal, Science Comics, Noodles & Company) or subtle (Tinder, Apple, GreenPeace, Red Bull) a great name sets up your brand positioning. 

However, in your search for a powerful name, don’t forget that function is also critical. A meaningful name that is hard to say, spell, or remember can be devastating to your brand.

Before we jump in, if you’re not a branding professional yet, you may want to take a moment to review brand name types. 

But without further ado, here are the technical naming mistakes to avoid if you want to create a functional name: 

1. Phrase + Misspelling

A Phrase should not have a Misspelling (Atom winning name Next Comes Love, would not be recommended as Next Comes Luv or Next Comez Love.

2. Blend + Misspelling

A Blend should not have a Misspelling (AdvantEdge is a great blend. AdventEdge and NuAdvantEdge are not).

3. Double Blends

Double Blends don’t make good names (AddVantEdge)

4. Blend + Difficult Spelling

Blends should not use words that are difficult to spell (a word like Acquiesce is probably not great for blending).

5. Complex Misspellings

Misspellings should be slight and easy to recognize. Lyft and Flickr are strong names, we call this technique creative misspellings. Lyphtt and Flikrr are not. 

6. 3rd Grade Misspellings

Misspellings should not look like true mistakes. Conect and Acheive are not strong name suggestions. Anything that resembles a common spelling mistake will not make a good name. 

7. Multiple Misspellings

Names with multiple misspellings are typically not strong name ideas.

• Example: Wysr

8. Ambiguous Pronunciation

Names, especially abstract names, should not have ambiguous pronunciations. Most vowels have multiple expressions. In a name like Dravona, the “on” sound could be pronounced like it is in “Don” or “won”. Name submissions with this issue should be avoided. 

9. Non-Phonetic Foreign Language Roots

If your name submission uses Greek roots, stick with ones that are phonetical like Cata and Deca, instead of Chronos (pronounced Crow-know-ce) and Eidos (pronounced … I’m not sure). This is true for the use of any foreign language words.

10. Non-Phonetic Abstract Names

If you use a made-up word–an abstract name–it must sound really nice and be phonetic — and hopefully short (Itorix.com).

11. Difficult Blends

If you use blends, the two words must be obvious. Here’s a blend that does not work: Creating a name for an aggressive first-person-shooter video game by combing Armageddon and Bloodbath — ArmBath.com. On the other hand, here is a great blend that is easily understood — Playformance.com.

12. No Numbers

Typically, numerals are not recommended for brand naming; although, companies in some industries can get away with it.

Explore brand name ideas or continue learning about how to come up with a name for a business.