Buisness names are quite powerful. I know that words are incredibly important. Each one has a distinct difference. Get the name right, and you get branding as a by-product of your advertising.

Here are things to consider when determining a business name:

1. The name needs to sound good when it’s said aloud. I’m a big fan of alliteration, using words that start with the same consonant, Coca-Cola or Jimmy John’s. Just make sure to say it aloud — a lot — and make sure this isn’t a “she sells seashells on the seashore” situation. People need to say the name on the radio, a video or in conversation.

2. Use a name that has meaning to it and conveys a benefit. If you heard it you’d know right away what it is. For example, my first “real” book was called, “Moonlighting on the Internet.” The word “moonlighting” instantly conveyed that this was about using the Internet in your spare time to make extra money. Also make sure the name isn’t too generic. Personally, I think Boston Chicken made a mistake when it changed its name to Boston Market. Don’t try to be everything to everybody with your name..”

6. Make sure you can trademark the name. Depending on how big you want to build the brand, this is an important consideration. It’s worth it to check USPTO.gov