60% of UK startups founded in 2024 rebranded by mid-2026. Data analysis reveals three naming mistakes that force expensive pivots. Founders who avoid these patterns keep original names through Series A.
Mistake 1: Product-Specific Names
"COVID Testing Solutions" thrived 2020-2022. Pivoted to general health screening 2024. Name became liability.
The Alternative
Choose names that describe customer outcome, not product feature. "HealthClear" beats "RapidCovidTest."
Mistake 2: Geographic Limitations
"London Tech Hub" scales to Manchester. Rebrand to "UK Tech Hub." Scales internationally. Rebrand to "TechHub Global." Three rebrands in three years.
Mistake 3: Trend Chasing
Added "AI" to name in 2023. AI became commodity by 2025. Name now dates the company. Investors see "AI Consulting" as 2023 vintage.
The Timeless Test
Would this name work in 1996? Will it work in 2036? If answer is no to either, name won't age well.
2026 Rebrand Triggers
Investor pressure (34%), trademark conflicts (28%), market expansion (22%), cultural insensitivity discovered (10%), founder personal reasons (6%).
The Cost of Rebranding
Pre-seed: £8,000. Seed: £50,000. Series A: £250,000+. Domain transfer, legal fees, marketing materials, customer communication all compound.
Warning: Rebrand before first revenue is simple. Rebrand with 1,000+ customers loses 15-30% due to confusion and loss of trust.