How to Choose a Secure Business Name in 5 Minutes (Coin Dealer’s Quick Fix)
November 11, 20257 Advanced Business Naming Techniques Security-Conscious Entrepreneurs Overlook
November 11, 2025
Watch Out! These 7 Business Naming Mistakes Could Tank Your Startup (And How to Dodge Them)
Let me ask you something – would you bet $10,000 on a name you came up with during lunch? That’s essentially what you’re doing if you make these naming blunders. After helping hundreds of entrepreneurs avoid disaster (and cleaning up some spectacular naming fails), I’ve spotted seven costly mistakes you can’t afford to make.
Mistake 1: Choosing Names That Scream “Rob Me!”
Why This Will Keep You Up at Night
Picture this: you’re shipping rare coins under the name “Golden Eagle Bullion.” You might as well tape a “Steal Me” sign to your packages. Thieves constantly scan shipments from businesses with obvious valuables in their names. One client learned this the hard way when his “Silver & Gold Exchange” shipments kept disappearing.
Danger Zone Keywords
- Obvious industry terms (coin, gold, jewelry)
- Treasure-themed words (vault, chest, hoard)
- Location markers (Mint Avenue, Gold Coast LLC)
Smart Fix
Take lessons from pros: PCGS ships as “Polly C. Gillmore” while ANACS uses “Paul.” Try these stealth approaches:
- Initials + generic term (YSP Holdings)
- Person-like pseudonyms (Georgia Exchange Services)
- Complete mismatch (Ship jewelry as “Office Supply Depot”)
Mistake 2: Falling in Love With Insider Lingo
When “Proof 70” Backfired Spectacularly
That coin collector favorite? To everyone else, it sounds like a whiskey brand or math test. If your grandma gives you a confused look when you say your business name, it’s too niche. Remember “Buffalo Semen”? Exactly – nobody wants that kind of attention.
Jargon Red Flags
- Your barista can’t pronounce it
- It means three different things on Urban Dictionary
- You need to explain it constantly
Rescue Plan
Test names with this 30-second gut check:
- Say it aloud to a teenager
- Google it incognito
- Ask “Could this be a diner or strip club?”
Mistake 3: Getting Stuck in a Naming Rut
How Specific Names Become Business Straightjackets
“The Modern Nickel” sounds cool today – until you pivot to trading gold coins. I worked with a client stuck with “Vintage Typewriters LLC” when they expanded to office equipment. That renaming cost cost them $15K in rebranding!
Limiting Terms to Avoid
- Current products (buffalo nickels, Morgan dollars)
- Expiring trends (“NFT” anything)
- Tiny geographic areas (“Main Street Coins”)
Future-Proof Solutions
Try these flexible formats:
- Your name + collectibles (James’s Rare Finds)
- Geographic + timeless terms (Southern Treasures Co.)
- Abstract concepts (Horizon Collectibles Group)
Mistake 4: Forgetting You’re Shipping Candy to Thieves
How Digital Tracking Creates New Risks
Your shipping label isn’t just a sticker – it’s a beacon for thieves. One client’s “Precious Metals Direct” label attracted so much attention, UPS asked them to change their shipper name. Now they use “JKP Office Supplies” for all deliveries.
Security Must-Dos
- Separate billing/shipping names
- Register multiple DBAs ($50 could save thousands)
- Create shell LLCs (like “Peachtree Services Group”)
Stealth Shipping Formula
Use this template: [Initials] + [Boring Word] + [LLC/Inc]. Examples:
- YSP Distribution LLC
- CRW Services Inc
- Shipping labels: “Manager’s Office” or “Receiving Team”
Mistake 5: Assuming “It’s Probably Fine”
The Trademark Nightmare You Can’t Afford
One entrepreneur nearly named his coin biz “Black Diamond” – until we found 14 jewelry trademarks. The cost to fight infringement? Minimum $50K. Always verify:
- TESS database (tmsearch.uspto.gov)
- State business registries
- Domain squatters (check .com AND .net)
90-Minute Legal Check
- Search trademarks at USPTO.gov
- Google “[name] + lawsuit”
- Check Namechk.com for social handles
- Search domain registrars for misspellings
Mistake 6: Taking Advice from Internet Jokers
How “Stool Samples” Almost Became a Real Name
When that coin dealer asked forums for help, he got suggestions like “Slush Fund Adventures” and “Wooden Nickels.” Crowdsourcing works only if you filter out the comedians. Never risk your business name to random strangers’ inside jokes.
Your Dream Feedback Team
- 3 industry vets (catches jargon issues)
- 5 normal people (tests clarity)
- 1 grumpy lawyer (finds risks)
Productive Feedback Script
Ask three questions only:
- “What would you expect this business to sell?”
- “Would you remember this name tomorrow?”
- “Does this sound trustworthy?”
Mistake 7: Forgetting How Names Live in the Real World
Why “The Ragged Buffalo” Looked Awful on Signs
That tough-sounding name? Turned into a sad deflated balloon animal on storefronts. Test your name everywhere it’ll appear:
- Mobile screens (how short does it get truncated?)
- Embroidery (18 letters on a shirt pocket?)
- Vanity plates (you’ll want one eventually)
Visibility Checklist
Try your name in these real-world scenarios:
- As a 32×32 pixel favicon
- Spelled out in neon signs
- Said quickly in a radio ad
Related Resources
You might also find these related articles helpful:
- How to Choose a Secure Business Name in 5 Minutes (Coin Dealer’s Quick Fix) – Panicking Over Your Business Name Deadline? Try This Coin Dealer Shortcut Staring at your state’s business registr…
- The Underground Playbook for Discreet Business Naming in High-Risk Industries – Most entrepreneurs overlook these critical naming mistakes. Here’s what really matters in high-risk industries. Si…
- I Tested 27 Business Naming Strategies for Coin Dealers – The Ultimate Comparison Guide – I Tested 27 Business Naming Strategies for Coin Dealers – Here’s What Actually Works After months of testing…
