Killing in the name of
Non-Reasons to Kill a (Great) Name
Over the past year, the RCA Brand Studio has come up with a slew of new company names—some better than others. What stands out? The ease with which promising names get prematurely scrapped these days. And in our opinion, not always for the right reasons.
Ever had to name a tiny human?
Then you know—it’s not easy.
It’s always an ‘AND-AND’ exercise.
AND it has to match the last name.
AND it has to be original.
AND grandma has to be able to pronounce it.
And so on.
Finding a company name isn’t a walk in the park either.
Plenty of factors to consider:
- Does it have the right vibe?
- Does it tell our story?
- Does it match our values?
- Does it stand out from the competition?
All valid questions, with solid reasons behind them.
And yet, more and more often, good names are killed off too soon—and not always for the right reasons.
#1: The domain name is taken
Tesla had to use TeslaMotors.com for 10 years before securing Tesla.com.
Dropbox started with GetDropbox.com because Dropbox.com was already taken.
Even Facebook had to stick with TheFacebook.com for quite a while.
These examples prove that your name should never be dictated by a URL—though securing a .com or .be can be a bonus. There are always creative ways around it. Think of "we are XX" or similar variations.
Another reason why you don’t necessarily need the exact domain? Most people just Google your name instead of typing the full URL anyway.
#2: The name is already registered
Trademarking a name is a crucial step in brand creation.
Not just a recommendation—it’s an essential move to avoid legal headaches down the road.
However, a registered name can often still be used in a different industry without causing confusion—think of a restaurant and a tech company sharing the same name.
And then there are plenty of cases where a brand name is in use but hasn’t even been registered.
Before assuming a name is off-limits, a quick online check can provide clarity. Want 100% certainty? We’re happy to help with the process.
#3: The boss doesn’t feel the name
Bluntly put: tough luck for the boss.
We don’t create names to please the boss—although it’s a plus if they like it. The real goal is to attract the right customers.
Of course, everyone should see the potential in a new name—including the boss.
The real question?
Can this name, over time, carve a place in the minds and hearts of customers?
It’s not always love at first sight for everyone.
But sometimes, it is—just ask GLOWI or VIAS.
#4: The name is too much this and not enough that
Most of the time, we present new names without a visual style.
Why? To keep all options open.
This allows the client to form their own impression and leaves room to fine-tune the balance.
An example:
- Does the name sound too soft, like SAAMO? Then we add powerful elements in the visual identity.
- Lacking some edge? The design can always introduce a sharper touch.
Finding the right balance between word and image is key.
Conclusion
Naming remains one of the toughest challenges in our field.
It’s about searching. Digging. Cursing. Breaking the rules and starting over.
And ChatGPT? Still pretty useless at it for now.
Want a name that surprises, seduces, and connects with your audience?
Looping through the same predictable choices?