Choosing the perfect business name

Name consultants are paid millions each year to help decide what to call a company.

To test out a company’s name, first ask if it possesses these qualities:

• Simple –  one easy-to-understand concept
• Meaningful – customer instantly “get it”
• Imagery – visually evocative, creates a mental picture
• Legs – carries the brand, lends itself to wordplay
• Emotional – empowers, entertains, engages, enlightens

Then scratch the name if it’s got these deal-breakers:

• Spelling-challenged — you have to tell people how to spell it
• Copycat – similar to competitor’s names
• Random – disconnected from the brand
• Annoying – hidden meaning, forced
• Tame – flat, uninspired, boring, nonemotional
• Curse of knowledge – only insiders get it
• Hard-to-pronounce – not obvious, relies on punctuation

Also read: Finding you calling Part 1 and Part 2 (link)