How to Avoid Common Mistakes and Disasters When Naming Your Ukrainian Brand
Ukraine will always be a beautiful country filled with some of the most impressive sights in the world.
And even though a part of the country is ravaged by war, and business seems to be all but dead in those areas, we firmly believe the nation will recover. Once that happens, Ukraine will become a fertile ground for new and already existing businesses.
Business can be successful only if brand names stay scandal-free and can connect deeply with their customers.
So, when naming a business, here are some pointers on what to avoid if you want to achieve your desired success.
Four Things to Avoid When Naming Your Business
1. Brand Names With Unpleasant Foreign Meanings
Language, in business, is a solid boost when done right and a formidable barrier when poorly executed. Ukrainians have a deep love and appreciation for their culture.
Any business that must thrive in Ukraine needs to establish a deep connection with its audience by using captivating Ukrainian brand names.
So whether you’re a native Ukrainian or a foreigner planning on starting a Ukrainian business, make sure you use a Ukrainian brand name. But while you’re at it, ensure you avoid using an offensive Ukrainian word or a word that sounds strange in English.
Don’t make the same mistake by giving your business brand names like:
- Pee Cola, which means “very popular cola” in Ghana
- Lumia, which means “prostitute” in Spanish
- Fart bar, which means “lucky bar” in Polish
- Schweppes Tonic Water, which means toilet water
- Bensi, which means “rush to die” in China
When naming your Ukrainian business, you must research extensively to ensure your name doesn’t communicate a negative meaning.
2. Avoiding Difficult-to-say Brand Names
Customers are initially drawn to businesses for their products, but they only return for the experience. Now, the mistake most entrepreneurs make is forgetting that building a great customer experience begins with having a simple and straightforward brand name.
Your brand’s name is the first thing customers learn about your business. Getting a short and catchy name is the best way to start shaping the customer experience. And one thing that can limit your success is using a complicated brand name that customers would struggle to understand.
Don’t count on customers to refer your business if your brand's name is complicated. Why? Because complicated names are forgettable names, using a forgettable brand name can stifle your brand’s growth.
3. Words That Have Negative Connotations
The bedrock of a brand is the impression it conveys to its listeners. Get it wrong, and everything else falls apart. This is why it’s very risky for any business to have a name with a negative connotation.
Your brand name is a valuable asset to your business because of the positive emotions it can trigger in your target audience. These emotions can help you build your brand’s perceived meaning and also influence customers to purchase your products.
Names like Urban Decay, Wang Cares, and Dior’s Poison leave a terrible impression in people's minds because of the emotions and meaning they communicate. While brands like Coca-cola and Apple have been able to build a solid positive brand identity.
4. Choosing a Name for Your Business Based on Emotions
The market isn’t rational; it runs on emotions. And right now, the crisis in Ukraine means that emotions are high, and it’s easy to villainize any culture. You must consider your business's future before picking a name.
Ensure your brand name meets all legal guidelines, and cultural obligations, and also satisfies your business's growth needs. Do your best to position your business as patriotic. Test all your brand name ideas and discard anyone that cannot connect with your customers the way you want.
Always Put Your Customers First
Remember, your customers are the reason for your business, so ensure your name aligns with the issues they’re passionate about so your business can remain relevant to them.
Head of branding for Squadhelp.com, 3X Inc 5000 startup and disruptive naming agency.
International crowdsource naming platform Squadhelp has reviewed more than 1 million brand names and works with clients such as Nestle, Dell, Nuskin, and AutoNation.