For starters, don’t listen to everyone. Names created by committee are usually losers, they say.
The first thing you want to do is list your attributes. Are you speedy, experienced, fun, daring, reliable, inexpensive, honest, unique or the best? This list is valuable when it comes to free associating a name that has straight-to-the-forehead memorability.
Consider Nike. What were they want to convey when they chose that name? In Greek mythology, Nike was the winged goddess of victory, in war and sport. Not everyone knows that, but they don't have to for a sense of what the company is about.
On the other hand, you've got generic names (General Foods) and descriptive names (Speedi-Mart). The thing is, whatever you choose, it's the product or the service that ultimately establish your brand. After all, John Lennon's friends thought "The Beatles" was the dumbest band name they'd ever heard.
Last of all, it is absolutely imperative that you do a legal name search to check your rights to the name. If there's anything worse than branding, it's re-branding.
For more on this topic, visit www.entrepreneur.com/article/222532
