When you go generic, you lose precious brand equity. All because you wanted your name to do the hard work of explaining what you do. It's rarely a good idea. Here are some of the reasons why:

  • Search: You won't achieve strong search-ranking results.
  • Domain: You likely won't be able to own the URL suite.
  • Meaning: You won't be able to easily imbue the initials with meaning.
  • Confusion: Your name will be confused with hundreds of other initialisms.
  • Trademark: You'll have a much more difficult time with TM ownership.
  • Memorability: Your customers will have a tough time recalling your name.

Great branding relies on the principles of differentiation and relevance. It's difficult to achieve either when you choose to fall into the abyss of abbreviations.