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company naming tips

Our experts share insights on naming, branding and starting a new venture.

Trap: Picking a Name That's Not Your #1 Choice.

If you select a name that was your 2nd, 3rd, 4th, 5th (or yikes) 6th or lower choice, you are sacrificing something. Keep in mind that your name is the keystone of your start-up. Don't sacrifice the success of your business on a second-tier company name.

Tip: Don't Be Different, Be Outstanding.

Any company can choose a name that's different. Your goal should be to select an uber-cool company name that stands head-and-shoulders above your competitors.

Trap: Don't Use Hyphens or Dashes in Your Domain Name.

If you use a domain name with a hyphen or a dash you're telling the world you couldn't obtain the non-hyphen domain name. Hyphens and dashes look unprofessional and will compromise your online status. They’re also incredibly difficult to communicate and you’re quite likely to be sending people to the wrong site, hopefully not your completion. Hyphens only stand as an obstacle between your customers and website!

Tip: Harmonize Your Company Name With Your Strategic Objectives.

Many start-ups fail to align their name with the key strategic objectives of their firms. A great name communicates a core message in a flash of a second.

More Naming Tips & Traps

Check back regularly for new start-up tips and traps to be avoided.

Contact Brandings at 1-800-852-8900 Blog


Master Naming Blender Blunder

Large Companies like Sara Lee can Make Product Naming Mistakes

BEVERLY HILLS, CA, June 5, 2012 -- Sara Lee’s decision to split the company into two units may make corporate sense, but could well be one the year’s biggest naming blunders.

On the heels of Kraft recently renaming its global snack business Mondelez, Sara Lee has decided on the clumsy and cumbersome D.E. MASTER BLENDERS 1753 for their coffee and tea unit and Hillshire Brands for their consumer meat unit.

“The Hillshire Brands name makes some sense because of the firm\'s strong portfolio of consumer meat products,” according to John William Geranios, Ph.D., Executive Director of, a leading corporate naming agency.

“But the D.E. MASTER BLENDERS 1753 as a name for their coffee and tea unit, while steeped in corporate lore, fails virtually every measure of successful name development. The name is long, awkward, difficult to remember, difficult to spell and overall confusing,” said Geranios. "The D.E. and 1753 elements in the name are particularly odd. I expect there will be a high level of misunderstanding in the marketplace.

“It looks like Sara Lee is trying to wrestle the mantle of biggest naming blunder of the year away from Kraft.” Geranios added.

Names for Products our Naming Team has Developed

examples of great names for a product

Need More Info About Product Names?

As evidenced by Sara Lee, even huge companies can have trouble naming their products. With that in mind the Brandings Product Naming team has put together a Product Name Generator. Simply follow this link and you can download our 250 Available Names for a product. These product names are interesting and can be, at the very least, inspiration for your product naming team.

You can also find great names for a product broken down by category on each and every page of main website, running down the left hand side. Follow this link to search for the perfect product name.

Whatever your product naming needs, we are here to help. Call Brandings Client Service Team today at 1-800-852-8900 (Toll Free USA) +1-310-246-5100 (Worldwide) or simply click here to contact our office via e-mail:

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