Recently, a friend and business associate decided it was time to completely transition their business away from their current target market of business owners, to a completely different market: brides.

My friend’s initial preference was to keep their old brand name. But when I pointed out a bunch of jokes and other less than savoury associations for connecting the current brand name with weddings, my friend quickly realised it was time for a completely new name.

I make a living playing around with words. But the suggestions I made hadn’t been obvious to my friend. So I figured it was time to share them here, so business owners like you can avoid making a mistake you’ll regret when choosing a brand name.