Traps to avoid with your new brand name. Most startups spend way too much time and energy worrying about their brand name. Just take a look at the names of some of our leading brands and you’ll see that they are not significant in themselves.  Their importance lies in what they stand for in terms of the businesses and what they do. For example 'Apple' has nothing to do with apples, and hardly anybody knows what a 'Google' is. But we all associate the business with the name. This episode looks at why we shouldn't get too hung up over the brand name, but lists the important considerations we should focus on - from avoiding personal names and location, thinking internationally, and why we should register names and trademarks..