{"id":41896,"date":"2023-10-20T15:17:16","date_gmt":"2023-10-20T15:17:16","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/five-deadly-sins-when-choosing-a-name-for-your-start-up-startupsmart\/"},"modified":"2023-10-20T15:17:16","modified_gmt":"2023-10-20T15:17:16","slug":"five-deadly-sins-when-choosing-a-name-for-your-start-up-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/five-deadly-sins-when-choosing-a-name-for-your-start-up-startupsmart\/","title":{"rendered":"Five deadly sins when choosing a name for your start-up – StartupSmart"},"content":{"rendered":"
When is a rebrand not really a rebrand?<\/p>\n
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Arguably, it\u2019s when the process doesn\u2019t actually alter your business\u2019 name, as is the case with food franchise Fasta Pasta.<\/p>\n
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The business has switched its logo and colour palate<\/a> and most observers would probably agree the new look is a significant upgrade.<\/p>\n <\/p>\n However, by keeping the word \u2018Fasta\u2019 as part of the name, there is only so far the franchise can drag itself upmarket. The dilemma is, of course, that certain brand recognition and loyalty has formed around the moniker.<\/p>\n <\/p>\n For start-ups, this should be less of a problem. If you realise you have a turkey of a business name, you can quickly switch it before you\u2019re widely known.<\/p>\n <\/p>\n But it would be better to avoid such pitfalls in the first place. Here are five business naming sins you need to dodge.<\/p>\n <\/p>\n <\/p>\n Most entrepreneurs worth their salt will conduct a search to ensure their business name choice isn\u2019t currently used by an existing company.<\/p>\n <\/p>\n However, be aware that registering your business name in Australia does little to prevent a rival claiming that you\u2019ve infringed their intellectual property.<\/p>\n <\/p>\n1. Treading on the toes of another businesses<\/h3>\n