Choosing what to call it.
WHAT A NAME MUST DO
Be sayable Be spellable after hearing it Be findable Be available
WHAT TO CHECK BEFORE COMMITTING
The domain Trademark registers in your markets Existing products in the same field Social handles What it means in other languages
WHY TRADEMARKS SPECIFICALLY
Building a brand on a name someone else owns produces a demand to stop, after you have invested in it.
WHAT TO AVOID
Deliberate misspellings Names requiring explanation Names describing a feature you may outgrow Names similar to an established product
WHY FEATURE NAMES CONSTRAIN
Products broaden, and the name becomes wrong.
WHAT DESCRIPTIVE NAMES PROVIDE
Immediate understanding.
WHAT THEY COST
Difficulty in trademarking, and difficulty in ranking in search.
WHAT ABSTRACT NAMES PROVIDE
Distinctiveness and protectability.
WHAT THEY COST
Explanation, every time.
WHAT COMPROMISE WORKS
A distinctive name with a descriptive line beside it.
WHAT DOMAIN TO PREFER
The one people will type without being told.
WHAT TO SECURE
Obvious misspellings, if cheap.
WHAT NOT TO AGONISE OVER
The name, beyond the checks above.
