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25 Comments

My product name contains a NSFW slang. Should I rename it?

My product name is Shartric. Why? Because it’s sound nice and the .com domain was available.

Does it mean something to you?

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I’m not a native English speaker, but thanks to an Indie Hacker, I learned what “shart” means 😂

It’s actually pretty funny to think about it and I LOL’d hard after googling it, but it has been on the back of my head since that day: should I rename it?

One key concern is that Shartric requires users to configure our domain name on their apps, which means that if I rename it later, the impact would be much higher.

In your opinion, is Shartric offensive or unprofessional? Do you like it? Would you use that name for one of your products? Would you even relate to “shart” if I had not mentioned it?

Thanks all! 🤗

  1. 7

    Absolutely I would change it. Look at the story of ConvertKit changing their brand name to something that wasn't even NSFW (but had different cultural meaning to a large part of their audience) and the hassle they went through before changing back.

    Any sort of name that has negative connotations or bad associations is a definite no no. I have heard great things about CockroachDB but will never use it in any of my projects because I have a phobia about cockroaches and even looking at their logo gives me a shiver up my spine.

    1. 2

      Agree with Cockroachdb. When I first heard about them, it sounded like an april fool's joke.

    2. 1

      Seems like Cockroachdb went with the traditional Product + Animal naming pattern, but that wasn't the best choice of animal.

    3. 1

      I checked out cockroach db and their branding is atrocious

  2. 3

    I personally haven't made the connection with it in my head when written down. But when said aloud it does become more prominent. Most of all it's not a phrase that myself or anyone I know particularly uses.

    That being said the way the world is at times you wouldn't want to lose clients or seem unprofessional. For most people you would be fine, but in order to please as many people as possible, I would recommend a name change.

    1. 1

      Yeah, I had that in my mind too. I would be ok using/buying a product named Shartric (or Shartsomething) if that solved a problem for me, but it won't please everyone by the sounds of it.

  3. 3

    Hahahahahaahah this is all my fault

    1. 1

      🤣I'm grateful for that, imagine if it took me 2 years to find that out? I'd feel utterly embarrassed if it came from a client

  4. 2

    I'd change it without hesitation to be honest.

  5. 2

    Honestly, as a native English speaker, I would change it now while it's still early enough. "Shart trick" is something I would find hilarious at a party but not something that I would want to spend money on

  6. 2

    Probably not as bad as "JOI", the organiser app that was #3 on ProductHunt the other day.

    Shartric is probably not so bad, but as a general rule if part of your business name has a negative urbandictionary reference...

    On the other hand, it could have positive results. I hear that the Massechusetts Institute of Linen Fabricators had record turnouts at its annual MILFCon after American Pie was released.

    1. 1

      I had to look up JOI on UrbanDictionary to see what it could mean (which was then obvious), I don't think it's too obvious of a slang when it's more obviously just a play on the word "joy". And just googling "JOI" I'm only greeted with some singer and the wildly popular validation library that I've used for years without registering the connection to the acronym.

  7. 2

    I don’t think most folk would make the connection. And I’m saying that as someone whose sense of humour is right in the sharting space.

  8. 1

    I also say change it. Shart is the first association I made with that name.

  9. 1

    I'm not native and I didn't know the meaning. I wouldn't care if it was in any other language than english.
    Rebranding is scary and tough in the short term, but you'll be relieved as soon as you finish it. I did it myself, however for different reason :)

  10. 1

    unless your product is some kind of diarrhea-proof underwear, I would change it ASAP :D

    1. 2

      I might park the domain $$$ :)

  11. 1

    There are services which check for name appropriateness in different languages e.g. WordSafety, I've written down couple of tips to help name our startup at How to name our startup.

  12. 1

    Well, I’m not a native English speaker either and I had to Google it... I’d definitely change it 😂

    1. 1

      I am and I definitely laughed when I read the brand name 😂😂

  13. 1

    If anything you can use it for guerilla marketing, like this post.
    I'm not sure many people will make the connection and I'm even less convinced your clients will care, unless they are corporates/governments.
    But then again, my own product name (Schema) apparently sounds like "Idiot" in Italian. Or so I was told- google translate disagrees. In any case I found it hilarious and look forward to onboarding my first Italian users.

    1. 2

      I'm almost sorry to spoil your fun, but you are safe.

      That "h" make the pronunciation quite different, no Italian would associate "schema"with "scema". You can check by yourself listening to their Italian pronunciation in google translate. 😉

      1. 1

        Haha thanks for clarifying! I was looking forward to my first marketing campaign for Italians so I'm almost sorry I'll have to change my plans!

  14. 1

    now I have to google it xD

  15. 1

    Yes I would change it now if I were you.

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