Over the last three weeks, I’ve shared some common rules I’ve used in naming new companies/products/services over the years. Hopefully these guidelines will be helpful to you.
Another big decision in the naming process is deciding whether you really want a real word name (or a close approximation) like Apple or Google, or are willing to flex to something that’s an imaginary word made from combination of syllables, like Escalade. It is infinitely more difficult to find a real word or a variation of one that fills all of the criteria above, so if that is something that you have your heart set on, know that you may have to give up on one of the rules above.
Now that I’ve made the naming process sound daunting (unfortunately, it can be …), remember, this is also a fun process and will be an important part of your corporate identity for many years to come. Also remember that the name does not make the company, the company makes the name. Over time, the name you choose will come to be infused with all the brand characteristics that represent your new company.
Best of luck with your new company name!