Company naming is no easy task, unless, of course, it falls from the sky and lands at your feet.

Most often, it involves pouring over the company’s how, why, what, who, where. It involves word collecting, list making, searching, listening, vetting and playing.

Does it sound good? Will people like to say it? Not always possible but it doesn’t hurt to start with high standards. I created a brand identity for a climate initiative with a seven-word name. Try to say the name and you stop after the first few words, hoping the person knows what you’re referring to. The acronym is its own tongue twister. Did the committee that selected the name say it a few times aloud?

Is the name easy to remember?

Does it look good when written out?

Will it have longevity? Does it need to? Read more