Why Should Not Use Keywords in Your Brand Name?

The strong brand name is an auspicious start to a business in which to have a long and successful business journey. So you need to create or choose it carefully and thoughtfully. 

We will be discussing,

  • Why you shouldn’t use keywords or generic words for your brand name. 
  • Then what you should use for your brand name. 
  • What are the real-world experiences and many important facts!!! 


It’s all about helping you with getting the perfect brand name…

What Is A Generic Word Or Keyword?

Generic word is known as any word which can be found in the dictionary which means any word that has a meaning.

 Books, foods, flowers, clothes

Keyword or descriptive word is known as a significant word from a title or document used especially as an index to content. For example, if you have a flower business and you name it as Flowers, The name itself suggests the product you sell.

Disadvantages Of Having Keywords Or Generic Words In Your Brand Name.

Brinso, always recommends brand names that do not include keywords or generic words and it is a top brand name quality. What are the opportunities you are going to miss with a brand name which breaks this rule?

01. You will miss the opportunity of recognizing you apart from the competition.

Being a recognizable brand name in the industry your business included, is one of the first things you dream of. If you use a brand name with a keyword, you will definitely miss this opportunity. You cannot be ideal with the same kind of brand names as your competitors have. So make your brand name unique which can be identified apart from the competitors.

02. Google does not accept brand names with keywords or generic words.

The second most important fact is that you should avoid generic words or keywords in your brand name as Google considers brand names with generic words or a keyword as spam. Google has a penalty called EMD penalty (Exact Match Domain Penalty) which is related to the domains included keywords. For example, you start a chair business and you name your brand name as “Chairs” which makes your domain name www.chairs.com. In this domain name, a keyword is included and such websites could be deprioritized by Google.  

03. Less excitement

Brand names with keywords do not cause your business to stand out. Think of these brand names for a clothing business, Jane’s clothing, Rose clothing, Good clothing and Gucci. What will you pick? It’s Gucci. So when generic words are included to your brand name you lose the exciting appearance of your brand name.

04. They are not catchy or memorable

When a brand name is unique enough to catch your eye, it is more memorable than a brand name with keywords.

05.Hard to trademark

When a brand name is too generic or includes keywords, the trademark examiner does not pass as its high commonness. If your brand name is too common, you cannot make a notable trademark in the market. So this is also a disadvantage you should consider thoroughly.

But What About APPLE?

You may have a problem if using generic words to a brand name cause this many issues, how APPLE became the most successful multinational technology company. By the time the installation of APPLE, they did not have many competitors in the industry. So they didn’t have as much competition and were easy to stabilize in the industry. And on the other hand, they had spent a huge capital on marketing their brand name.

If you have the great strategic planning to make a generic word a brand and the ability to spend huge capital for that, using a generic word or keyword as your brand name is not a problem anymore!!!

Real-life Examples

These are some thoughtful businesses that crowned in the present industry that started with this “Keyword”  issue but got recovered after realizing the per said disadvantages.

  • BackRub to Google

You may know that Google’s original name was BackRub and it includes two generic words, Back and Rub. The reason they selected this brand name; BackRub is to interpret the idea Backlink. But when they found this initial brand name is not good enough, they moved to the name Google which derived from Googol. Today it is the best search engine in the world.

  • Blue Ribbon Sports to Nike

Can you guess whose original name is this? This brand name also contains keywords, too long and hard to memorise. So they changed the name as Nike which brought a whole new era for their business, and it has an amazing meaning, “goddess of victory”. Today it’s hard to find someone who does not know this brand name.

  • PC’s Limited to Dell

This brand name has keywords and as it has no excitement in the brand name,  they changed it to a more unique, keyword less brand name as DELL, the world-known multinational computer technology company. 

The human brain can remember generic word combinations easily, but it cannot be detected by correlation of words with your brands. Words like “Love birds”, “We Sell something” can be remembered easily, but users cannot correlate them with brand names.

Also, using generic words in the brand name could lead to issues with the brand name copyright. Therefore, it’s recommended to avoid generic words in your brand name.