A strong brand name can open doors, spark emotional connections, and create lasting value. But a weak or outdated name? That can quietly hold your business back — limiting growth, confusing customers, or dulling your edge.

If you’re wondering whether it’s time for a change, you’re not alone. At Tanj, we talk to marketing and brand leaders every week who are facing the same question:

Is our name still working for us — or against us?

Here are the 10 clearest signs your brand name might be doing more harm than good.

1. It Doesn’t Reflect What You Do Anymore

Maybe you’ve evolved. Maybe your services have expanded. Maybe your original focus is now just one part of your offering. If your name tells an outdated story, it’s time to realign.

2. Your Audience Doesn’t Get It

Maybe your name is the perfect metaphor from Lord of the Rings… but your audience is more into Fast & Furious. Or you have a fun coined name that makes you smile, but your customer just needs to know exactly what the product is. If the name doesn’t click with your audience, it could cost you.

3. It’s Getting Confused with Someone Else

If customers, partners, or even search engines are mixing you up with a similarly named brand, it could be stunting your visibility and eroding trust. You don’t want to be the third company someone contacts because your name sounds like two others.

4. It’s Hard to Say, Spell, or Remember

Great brand names are intuitive. If people constantly stumble when trying to pronounce, write, or recall yours — especially in global or digital contexts — it’s creating friction at every touchpoint. 

5. You’re Expanding, but the Name Doesn’t Scale

Some names are too narrow or specific to grow with your brand. If your name boxes you into a certain industry, product, or geography, it may be limiting your future — even if it once served you well.

6. Your Team Hates It

This one’s often overlooked, but it matters. If your internal team cringes when they introduce the company at conferences, in sales calls, or on social, that disconnection can erode morale and brand pride. Plenty of people dislike a name the first time they hear it, but if time goes on and everyone is still embarrassed by it? Might be time to reconsider.

7. It’s Tricky to Trademark or Protect

If your brand name is overly generic or descriptive — or if you’re constantly running into trademark conflicts in new markets — that’s a clear barrier to growth. A more distinctive name can unlock legal protection and reduce long-term risk.

8. Your SEO and Social Handles Are a Mess

If your name is too common, hard to search, or unavailable on key platforms, you may be losing visibility where it counts. A more unique or memorable name can improve everything from discoverability in regular + AI search to brand consistency.

9. You’ve Outgrown the Founder’s Last Name (or an Inside Joke)

It happens. Maybe the name started with heart — a family legacy, a pet’s name, or a pun that made sense at the time. But as your audience broadens, your name needs to resonate with more than just your inner circle.

10. It Just Doesn’t Feel Right Anymore

Sometimes, the shift is subtle — a gut feeling that the name no longer reflects your ambition, energy, or edge. You’ve grown. The world’s changed. The brand is ready to evolve. If the name feels tired, misaligned, or uninspired, you may be ready to explore what’s next.

So… What Should You Do About It?

The good news? A name change isn’t just a fix — it’s an opportunity. A chance to tell a sharper story, capture attention, and position your brand for what’s next.

At Tanj, we help ambitious brands find the names that unlock growth — names that are strategic, bold, and built to last.

Ready for a Name That Moves You Forward?

Whether you’re rebranding from scratch or just exploring the idea, we’re here to help. Let’s talk about what your name could do for your brand.