.png)
Mind Your Language
A linguistic issue can't be negotiated. It can't be rebranded. And unlike a legal or strategic misfit. It can't be explained away. If your brand name doesn't work linguistically, it doesn't work.
This is the fourth entry in our series on the conditions of effective naming. Previously, we explored strategic alignment, and communicative performance. Now we turn to a deceptively simple question:
What does your name mean to someone else, somewhere else?
In a globalized economy where even local brands speak to increasingly multilingual audiences, a naming mistake in one language can derail credibility across many. The good news? It's completely preventable, if you know what to look for.
Business is Global. Language Still Matters.
Brands have never been more international, and not just because of cross-border e-commerce or global expansion. Even without national markets, linguistic diversity is rising. In multicultural societies, immigrant languages increasingly shape local consumer behaviour. And English may be the de facto language of tech and trade, but it doesn't erase cultural nuance.
Names cross borders even when businesses don't. And language travels with them.
When Language Goes Wrong
Linguistic misfires are more common than you'd think, and far more expensive than you'd hope. They often come with embarassment, confusion, and in the worst cases, full-scale rebrands. Eveb larg brands have stumbled.
Mitsubishi famously had to market the same 4x4 under different names after discovering that in some markets, the name translatedto slang for a sexual act. The car model? Pajero aka 'Wanker'.
Colgate once launched a toothpaste in Franced called 'Cue', unfortunately sharing its name with a well-known pornographic magazine.
And while not linguistically offensive, the U.S. chocolate brand Dove shares a name with a personal care giant in Europe. If the latter was introduced first, it might have triggered associations not with silky indulgence but with shower gel.
None of these are deal-breakers in isolation. But all of them are distractions. And naming, when done well, should clarify, not confuse.
What are the Actual Risks?
There are two main linguistic pitfalls:
1. Pronounciation
It's not a problem if a name is pronounced differently across markets (see: Nike, IKEA, or U2, still referred to as 'U-Due' in Italy).
But it is a problem if a name cannot be pronounced at all, or turns into a tongue-twister. This disrupts communication, slows adoption, and kills word-of-mouth before it starts.
2. Connotation
This is where the real danger lies. Not just direct translations, but unintended associations:
- Does the name resemble a slang term?
- Does it evoke a recent event or cultural faux pas?
- Could it be misheard as something inappropriate?
Often, the issue isn't in the name itself, but the context it enters. Consider the case of' Jif': in the UK, it's a well-known cleaning brand with a long history, in the U.S., it's a beloved peanut butter. Introducing peanut butter as 'Jif' in the UK would have created a strange overlap with a product used to scrub sinks. That's why the brand markets itself as 'Skippy' or 'Sun-Pat' in the UK. It's not the word, it's the category context.
How to Avoid Mistakes (Without Overthinking It)
Thankfully, this isn't a gussing game. There are smart, efficient ways to de-risk your name before you fall in love with it.
Yes, Google and AI translation tools can catch surface-level issues. But when it comes to nuance — slang, pronounciation quirks, cultural context — there's no substitute for native-speaking linguists living in-market. They know the tone on the ground. They understand what happened last week. They see what the algorithms don't.
For B2C brands, especially in food, fashion, health, or personal care, this level of checking is essential.
For B2B or English-first names in English-dominant sectors? Less so. The bar is lower, the risk is smaller. But even there, a quick disaster check across your top five markets can save you fram an unnecessary rebrand.
And yes, even within a single country, a name can trigger issues. If a large portion of your market speaks Arabic, Vietnamese, Turkish, or Ukrainian, it may be worth checking how your name lands in those languages too. These communities are your audience.
And everybody loves a branding fail.
So, What is Linguistic Confidence?
It's not about perfection. It's about prevention.
Linguistic confidence means your name works across borders, contexts, and mouths. It means the name might be pronounced differently, but it still behaves well. It avoids the obvious embarassments, the unintended echoes, the unfortunate overlaps.
And most importantly: it gives your brand room to move without the fear of backlash.
You don't need to fear the linguistic layer of naming. You just need to check it early enough that it doesn't become a costly problem later.
Next in the series: Digital Readiness
In the next part of this series, we'll explore how names perform online. Are they searchable? Are they domain-friendly? Do they play nicely with voice assistants and app stores? We'll cover the digital conditions of a strong name next.
In the meantime — want to know if your name is linguistically sound? Or need a disaster check across global markets?
Let's connect on LinkedIn.
Joachim ter Haar
Managing Partner
.png)
