- What will the name mean to people who are seeking the type of services you are offering?
- Will the name have a degree of energetic resonance for these people, such that it conveys exactly what they are seeking and they recognize that the first moment they see the name?
- Is the name a clear descriptor for your service, conveying what your business actually does or is?
- Will it create conversation or confusion?
- Is it inspiring for you as well as for your clients?
- Is it short enough and powerful enough to be memorable, and easy for others to spell correctly?
- Does the name evoke a visual image and felt-emotional connection?
- Is there an inherent positive connotation to the name?
- How many ways can it be misunderstood or misspelled in a Google search?
- How much time and effort are you prepared to put into promoting / explaining your business name?
- How much competition is there for a similar name?
- Does the name convey expertise in a niche market?
- Will clients be able to spell and pronounce it when referring you to others?
- In an international marketplace (if your clients will come from across the world), can your business name possibly be a bad word or have inappropriate or detrimental associations in another language?
- Does the name suggest any particular color or color combination and will that match or clash with your branding scheme?(fascinating article on color meanings here: http://desktoppub.about.com/cs/color/a/symbolism.htm)
- Is your favorite name, or one very close to it, already registered with the appropriate business licensing authority?
- Does the name convey a serious business, or is it suggestive of an amateur hobbyist?
- Did you test several names with people likely to be in your ideal client target market?
- Did you test several names with 8-10 year olds and could they tell you what your business does?
- Can you fall in love with your business name, and wear it proudly on a sticky networking badge?
Well, you get my drift. Lots to think about.
I personally like names that hold some special meaning to the business owner, that have some special "zing" to them, while also being memorable and descriptive of the actual work being sold.
Ultimately the marketplace will tell all of us whether we've got a great magnetic business name, or one that gets us lost, forgotten, or is off-putting.