FBABB claims to help clients build “world-leading brands,” but the advice on choosing a brand name is shockingly basic. In the training videos, there’s barely any mention of legal checks, domain or social media availability, searchability, or even basic competitor research.
These are fundamental steps for any serious e-commerce entrepreneur—yet they’re completely missing from the programme.
Which raises a pretty big question: If FBABB’s brand-building process skips the essentials, how viable are the brands its clients are creating?
The Missing Foundations of a Strong Brand Name
In FBABB’s videos, Darren reduces brand naming to a simple creative exercise—just picking words that sound good together or match some imagined identity. But in reality, a sustainable, successful brand name needs a lot more thought.
A strong brand name should:
✔ Be unique enough to avoid legal disputes.
✔ Be available as a domain name and across social platforms.
✔ Be search-friendly on Amazon and Google.
✔ Resonate with the target audience.
FBABB’s training largely skips over these critical steps, instead pushing clients to choose a name that simply "feels right." That kind of casual approach might be fine for a brainstorming session, but in the real world of e-commerce, it’s a costly mistake.
Why Searchability and Recognition Matter
The reality is, most FBABB clients aren’t building recognisable brands at all. They’re launching generic private-label products that rely entirely on:
- Amazon’s ranking system, which constantly shifts based on competition, reviews, and stock levels.
- PPC advertising, which becomes an ongoing expense just to stay visible.
A real brand isn’t just a product listing—it has its own audience, its own marketing, and its own traffic sources outside of Amazon. But FBABB doesn’t teach clients how to create that. Instead, they’re left with businesses that have no real independent value, making them incredibly difficult—if not impossible—to sell later on.
Legal Considerations That FBABB Overlooks
Darren briefly mentions checking the USPTO (United States Patent and Trademark Office) database, but that’s just one small step in a much bigger process. He doesn’t cover:
- Checking trademarks in the UK, EU, or other markets where clients might sell.
- The risk of similar-sounding names, which can still lead to legal disputes.
- How some businesses protect their names without formal trademarks, making them harder to spot in a basic search.
Skipping proper due diligence leaves FBABB clients wide open to legal trouble. Worst case? A cease-and-desist letter from an established company, forcing them to rename, rebrand, and start over—losing time, money, and any momentum they had.
The Importance of SEO and Discoverability
For a company that claims to be an industry leader in brand-building, these are fundamental oversights. If a brand name isn’t search-friendly, it’s nearly impossible to gain traction—both on Amazon and beyond.
FBABB’s training completely ignores key factors like:
- Keyword relevance – Strategic use of keywords can improve visibility, but FBABB doesn’t teach this.
- Avoiding generic names – A name like Elite Home Solutions is forgettable and hard to rank.
- Search engine pitfalls – If a brand name is too close to an existing one, Google and Amazon might autocorrect searches to a competitor instead.
Without proper guidance, FBABB clients risk launching brands that struggle to be found—let alone succeed.
Real-World Examples: Strong vs. Weak Brand Names
To highlight the difference between a well-chosen brand name and a weak one, let’s look at two examples.
A strong brand name:
- Is unique and memorable.
- Clearly communicates the product’s purpose.
- Avoids legal conflicts and searchability issues.
Example: Hydro Flask
- Clearly conveys hydration.
- Unique and legally protected.
- Easy to find in search results.
A weak brand name:
- Is too generic.
- Lacks strong branding potential.
- Is hard to differentiate from competitors.
Example: Elite Home Solutions
- Blends in with thousands of similar businesses.
- Lacks distinctiveness, making SEO and discoverability difficult.
If FBABB clients follow Darren’s advice without deeper research, they risk creating weak, forgettable brands that struggle to stand out.
If FBABB Wants to Be a Brand-Building Leader, It Needs to Do Better
Darren repeatedly claims that FBABB is creating “world-class” brands, but the actual training doesn’t back that up.
A genuine brand-building programme would cover:
- Proper market research before choosing a name.
- Securing domain names and social media handles to build an online presence.
- SEO and search visibility—critical for long-term success.
- Creating a recognisable brand beyond just an Amazon listing.
FBABB skips these steps entirely, leaving clients with brands that only exist within Amazon’s marketplace. That’s not brand-building—it’s just launching a product and hoping Amazon does the heavy lifting.
How to Choose a Brand Name the Right Way
For anyone serious about building a long-term e-commerce business, here’s what the process should actually look like:
- Market Research – Analyse competitors and trends in your niche.
- Trademark Checks – Search USPTO, UKIPO, EUIPO, and other relevant databases.
- Domain & Social Media Availability – Ensure the name is available for a website and social platforms.
- SEO & Searchability Testing – Run the name through Google and Amazon to check for conflicts.
- Customer Feedback – Get opinions from real people before finalising.
This is what a proper brand-building programme should teach—but FBABB doesn’t even come close.
The Bigger Question: How Much Else Is FBABB Getting Wrong?
If Darren’s programme gets something as basic as brand naming so wrong, it raises serious concerns about the quality of the rest of the training.
FBABB claims to help clients build sellable brands, yet:
- There’s no strategy for building an audience outside Amazon.
- Critical legal and SEO considerations are completely overlooked.
- The focus is on generic private-label branding, not real differentiation.
For anyone still inside FBABB, this should be a wake-up call. If they’re skipping the fundamentals, what else aren’t they teaching?