The Worst Brand Name Myth That’s Killing Startups
I once consulted with a startup called Co2ign — pronounced “CoSign” but spelled with a numeric 2.
Every meeting started with “It’s Co-Sign, but with the number 2 instead of the S.” Then they’d have to spell it: C-O-2-I-G-N.
They were spelling more than selling.
The startup shut down.
But why do smart founders make this same stupid naming mistake?
That question kept coming up throughout my career. After working for over two decades with founders, I’ve uncovered the reason.
Even the smartest founders fall for the biggest brand naming myth.
This brand naming myth has killed more startups than broken code, bitter co-founders, and band-aid marketing combined.
Here it is: Your brand name has to be one word.
For a name to be awesome, it must embody a tricky trifecta. It must
(1) feel like a real word,
(2) be intuitive to pronounce, and
(3) be intuitive to spell.
— Alexandra Watkins
Every founder sees Apple and Amazon — single word brand names of trillion dollar companies — and thinks they need the same.
So they murder perfectly good words, comb through Latin dictionaries, study Greek god names, and feed garbage into name generators until something pops out.
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The result? Names that are absolute disasters.
But at least they’re one word. Right?
Co2ign wasn’t isolated. At the time I was working at a UX agency called Wandr. “Wander” without the E — that should’ve been the agency slogan.
The tech world is drowning in these disasters:
Wibe — clearly meant to be “Vibe” but with a W.
Rybbit — a play on “rabbit” OR “ribbit.” Ribbit is the characteristic croaking sound of a frog. That name will always need explaining.
Phygital+ — “Physical” plus “Digital” mashed together, with a plus thrown in for added confusion. Is it the plus sign or the word plus?
Xobni — “inbox” spelled backwards. This one is classic. Then there’s Lookeen, positioning itself as “The Alternative to Xobni.” Unbelievable.
Here’s the reality: all the good single words are taken. But this doesn’t mean you have to invent words — it simply means you need more than one word in your name.
Look at these names: Salesforce, YouTube, PayPal. Two words. Easy to spell and pronounce.
If your customer can’t say it or spell it, how will they recommend you or search for you?
Here’s what I’ve learned: your name will outlast everything else you build.
Stop torturing words to fit this single-word myth. Focus on clarity and memorability.
Take HelloFresh — two simple words that immediately communicate freshness and convenience. No spelling required. Skip the Dishes is another great example.
Thousands of businesses launch every day. Most disappear within months. Not because their products are bad, but because they create unnecessary friction from day one.
Your name is the first impression. Make it count by making it clear.
The bottom line: make a name for yourself — just make sure people can actually say it.
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Don’t settle for a forgettable business name. It doesn’t help anyone. Download my free guide to find a name that actually sticks: https://deveshuba.gumroad.com/l/howtoname
