Fat Ho. That’s the name of a new burger joint in Waco, Texas.

Lakita Evans, the 24-year-old African-American owner of Fat Ho Burgers, is just trying to be funny.  Her restaurant serves up dishes such as the Supa Dupa Fly Ho with Chz, the Bad Mamajama, the Toasty Ho, and the Sloppy Ho Brisket. Fat Ho Burgers opened on March 22 and has become a smash hit, even though it’s named after an obese, loose woman.

The web site reads: “We take pride in our exceptional southern homemade cooking, especially our hot...juicy...fat homemade burgers that are all the rage! Since its grand opening, people have traveled from all over to enjoy our delicious homemade menu items such as the Supa Dupa Fly Ho burger, Sloppy Ho brisket sandwich, and much more! Come see us soon for Waco's best hamburgers and homemade cooking!”

But not everybody is hip on the Fat Ho name. Indeed, the nearby Gospel Café, a religious-themed café and bookstore, doesn’t like it one bit.

With that in mind, what should you consider as you name—or rebrand—your business?

Entrepreneur magazine published 8 Mistakes To Avoid When Naming Your Business back in 2005, and these pointers are still good to keep in mind today. You can read the full article in Entrepreneur. Here are the tips in a nutshell:

Mistake #1: Getting the "committee" involved in your decision.
Mistake #2: Employing the "train wreck" method of creating a name.
Mistake #3: Using words so plain they'll never stand out in a crowd.
Mistake #4: Taking the atlas approach and using a map to name your company.
Mistake #5: Turning your name into a cliche.
Mistake #6: Making your business name so obscure, customers will never know what it means
Mistake #7: Taking the Campbell's soup approach to selecting a name.
Mistake #8: Choosing the wrong name and then refusing to change it.

Check out this video on the controversy surrounding Fat Ho Burgers.