10 Startup Naming Mistakes Every Founder Should Avoid

‍1. Forgetting to Check Domain Availability‍

If your domain isn’t free, your brand is dead on arrival. Check if it’s available, who owns it, and what it was used for in the past.

➡️ IONOS Domain Search — quick domain availability check: https://www.ionos.de/

➡️ Sedo Domain Marketplace — buy domains from current owners: https://sedo.com

➡️ WHOIS Lookup — see who owns a domain: https://ie.godaddy.com/whois/results.aspx

➡️ Wayback Machine — check how a domain was used in the past: https://web.archive.org/

2. Ignoring Hidden Meanings in Slang‍

Your name may sound cool, but it might have a questionable or offensive meaning.

➡️ Urban Dictionary — slang meanings from user submissions: https://www.urbandictionary.com/
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3. Overlooking Pronunciation & Spelling‍

If people can’t pronounce or spell your name easily, you’ll lose word-of-mouth traffic and email clarity. Test it in both German and English. Bonus: names at the start of the alphabet may get more visibility in directories.
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4. Skipping Trademark Research (DPMA & Beyond)‍

If your name is already protected, you risk legal issues. Too generic? You may not even get protection yourself.

➡️ DPMAregister (Germany) — official trademark database: https://register.dpma.de/DPMAregister/marke/basis
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5. Not Checking Google & SEO Competition‍

A strong name can be buried if competitors dominate search. Also check how expensive it would be to run ads (SEA) for your keyword.

➡️ Google — basic search visibility check: https://www.google.com

➡️ Google Keyword Planner — check ad keyword costs: https://ads.google.com/home/tools/keyword-planner/

6. Overlooking the Handelsregister‍

If a large company with the same or similar name is already registered, confusion and disputes are inevitable.

➡️ Handelsregister Deutschland — official company registry: https://www.handelsregister.de/

7. Forgetting Social Media Handle Checks‍

Consistency across LinkedIn, Instagram, TikTok, and X matters. Secure your handles early and search within each channel.

8. Ignoring Similar Words & Confusing Variants‍

If your name sounds too close to another brand, customers (and Google) might mix you up.

9. Not Stress-Testing the Name With AI‍

AI can be your sparring partner. Ask: “What associations come to mind with this name?” to uncover hidden risks.

➡️ ChatGPT — brainstorm and test name associations: https://chat.openai.com/

10. Choosing Names That Are Too Long‍

Long names like the „Very Long Startup Name GmbH“ are a pain in emails, contracts, and forms. Short, clear, and punchy names always win.

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