If you’re about to start a company or launch a product, you might be feeling pretty intimidated by the prospect of having to name it. Here are some guidelines to consider when creating or evaluating potential names for your brand or business.

1. Be strategic. Does the name you’re considering convey the intended message and evoke the right feelings? Is it able to stretch to accommodate foreseeable changes in the brand? Will it stand out when compared with the names of competitors?
2. Be creative. Do you think your potential brand name will catch people’s attention and stick in their minds? Does the name sound good, or is it fun to hear and say? Is it visually appealing?
3. Be technical. Is the potential name legally available? Is it unlikely that picking this name will result in legal problems? Does it avoid inappropriate meaning or associations in relevant languages? And will it avoid confusion or mispronunciation?