How to Choose a Brand Name That Resonates and Grows With Your Business
Naming your handmade business is a big deal. It’s more than just a label—it’s the first impression your brand makes on potential customers. Your name sets the tone for your products, communicates your values, and helps your business stand out in a crowded market.
But as exciting as it is, choosing the wrong name can create obstacles down the road. Here are the most common mistakes handmade sellers make when naming their businesses—and how to avoid them.
1. Picking a Name That’s Too Generic
A generic name might seem safe, but it can make your business blend in rather than stand out.
Examples of Generic Names:
“The Candle Shop”
“Handmade Jewelry Co.”
“Natural Soaps & More”
Why This Is a Problem:
It doesn’t differentiate your business from competitors.
It’s hard for customers to remember or associate with your brand.
What to Do Instead:Infuse personality into your name. Highlight what makes your business unique, whether it’s your process, materials, or story.
Better Examples:
“Twilight Wick” for candles.
“Kindred Stones” for handmade jewelry.
“Bare Botanicals” for natural skincare.
2. Choosing a Name That’s Hard to Spell or Pronounce
Complicated names can frustrate customers and make it difficult for them to search for your business online.
Signs Your Name Might Be Too Complex:
It uses uncommon words or spelling.
It’s hard to say out loud without explanation.
People consistently misspell it when searching.
How to Fix It:
Test your name with friends or family. Ask them to spell it and say it back to you.
Keep it simple and straightforward.
Example:Instead of “Éclat Handmade Bijoux” (which might confuse your audience), try “Radiant Gems” or “Lustre & Loom.”
3. Copying a Competitor’s Name Style
It’s tempting to mimic successful businesses, but this can dilute your brand and even cause legal issues.
Why This Hurts Your Brand:
Customers may confuse your business with others.
You lose the chance to create a unique identity.
What to Do Instead:Study your competitors for inspiration, but focus on what makes your business different.
Example:If another business uses “Rustic Creations,” don’t go with “Rustic Designs.” Instead, highlight a unique element like “Timber & Twine.”
4. Limiting Your Name to One Product or Niche
Your business might start with one product, but what happens when you want to expand? A too-specific name can box you in.
Examples of Limiting Names:
“Scented Soap Studio” (What if you add bath bombs or candles?)
“Knitted Hats by Lisa” (What if you start selling scarves or sweaters?)
What to Do Instead:Choose a name that reflects your brand’s essence rather than a single product.
Flexible Examples:
“Wildcrafted Wonders” (Can apply to various handmade goods).
“Haven & Hearth” (Broad enough for home goods, decor, and more).
5. Ignoring SEO and Searchability
Your brand name should be easy to find online, both for search engines and customers.
SEO Mistakes to Avoid:
Using overly common words (e.g., “The Gift Shop”) that bury your business in search results.
Choosing a name unrelated to your products or keywords.
SEO-Friendly Tips:
Incorporate relevant keywords if possible (e.g., “Cozy Candle Co.”).
Keep it unique to improve search rankings.
6. Skipping the Research Step
Not researching your name can lead to problems like trademark conflicts, unavailable domains, or confusion with existing businesses.
What to Check:
Google Search: Ensure no one else is using the name.
Domain Availability: Use tools like Namecheap or GoDaddy to secure a matching domain.
Social Media Handles: Make sure the name is available on Instagram, Facebook, and TikTok.
Trademarks: Check your country’s trademark database to avoid legal issues.
Pro Tip: Do this step before you fall in love with a name!
7. Forgetting the Emotional Connection
A good brand name resonates with your audience on a personal level. Choosing something too sterile or disconnected can fail to make an impression.
Examples of Disconnected Names:
“ABC Handmade”
“General Craft Supplies”
What Works Instead:
Tap into emotions like nostalgia, joy, or adventure.
Use imagery or metaphors to create a visual connection.
Examples:
“Golden Hour Glow” evokes warmth and serenity for candles.
“Root & Bloom” suggests growth and nature for handmade skincare.
8. Overthinking the Name
While it’s important to choose a great name, perfectionism can lead to analysis paralysis.
Signs You’re Overthinking:
You’ve been brainstorming for months without a decision.
You keep revising but aren’t making progress.
How to Move Forward:
Narrow your options to 3–5 names and test them with friends or your audience.
Remember, your name is just one part of your brand—your products and customer experience matter even more.
Summary: Key Takeaways for Naming Your Handmade Business
Avoiding these common mistakes can save you time, frustration, and even legal trouble. Here’s a quick recap:
Stand Out: Avoid generic or overly trendy names.
Simplify: Choose a name that’s easy to say, spell, and remember.
Think Long-Term: Ensure your name grows with your business.
Do Your Homework: Research trademarks, domains, and competitors.
Make It Emotional: Connect with your audience through storytelling and imagery.
Actionable Next Steps
Brainstorm a list of 20–30 names based on your brand values and target audience.
Research your top choices for availability and uniqueness.
Test your final picks with friends, family, or even your customers.
Choosing the perfect name for your handmade business takes time, but avoiding these mistakes will help you find one that resonates, stands out, and sets you up for long-term success.
What’s your dream brand name? Share it in the comments—we’d love to help you brainstorm.
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