# Ep. 17 - Do's and Don'ts of Naming Your Company

- Show: [Open Hardware Manufacturing Podcast](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast)
- Published: 2024-03-28
- Length: 1h 02m
- Page: https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company
- Listen: http://opulo.io

## Summary

Stephen Hawes and Lucian Che Park of Opulo discuss the complexities of naming a hardware company and its open-source project, explaining why they separated the company name (Opulo) from the product name (Lumen PnP). They detail the pitfalls of using common words, the importance of securing domains and social handles, and the legal necessity of trademarking to avoid cease-and-desist orders, citing their own experience rebranding from Index Machines. The hosts also share a list of rejected, humorous name candidates like Globney and Crabapple Industries to illustrate the brainstorming process.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=0) Introduction: Stephen Hawes and Lucian Che Park on Naming Challenges
- [1:59](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=119) Context: Rebranding from Index Machines and Legal Pressures
- [4:18](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=258) Strategy: Separating Company Name (Opulo) from Product Name (Lumen PnP)
- [10:04](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=604) Criteria: Spelling, SEO, and Avoiding Common Words
- [17:25](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=1045) Logistics: Securing Domains, Social Handles, and Trademarks
- [27:04](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=1624) Branding: Standing Out vs. Describing Function in Hardware
- [33:27](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=2007) SEO Benefits: Made-up Words and Free Search Traffic
- [41:52](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=2512) Legal: Trademarking, Defending Marks, and Lawyer Advice
- [53:18](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company#t=3198) Rejected Names: Globney, Crabapple Industries, and More

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Opulo (company)
- Lumen PnP (product)
- Index Machines (company)
- Bantam Tools (company)
- Form Labs (company)
- PCBWay (company)

## Related episodes from other shows

- [13: Anything But “What’s In a Name?”](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name) (Thoroughly Considered)
- [Can't We All Just Get Arduino? - Tardiloquent Trademark Tirade](https://hardwarepodcasts.com/podcast/the-amp-hour/2015-03-26-cant-we-all-just-get-arduino-tardiloquent-trademark-tirade) (The Amp Hour)
- [289: Stamping HORSE on Zebras](https://hardwarepodcasts.com/podcast/embedded-fm/2019-05-30-289-stamping-horse-on-zebras) (Embedded.fm)
- [108: Archibook](https://hardwarepodcasts.com/podcast/thoroughly-considered/2024-02-23-108-archibook) (Thoroughly Considered)
- [How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-08-30-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner) (The Startup CPG Podcast)

## Citing this page

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