- Make sure you can get the domain name.
Let’s face it, your website is probably your most important marketing tool today; if your domain is not congruent with your business name, forget it! This is why you see many online businesses make up words (Google, anyone?) or change the spelling of existing words (e.g. Flickr, Flippa) or join two words together (Airtasker, Facebook, MailChimp, PayPal, HubSpot, etc). If it’s the only way to get the .com, .com.au or .co.nz domain, then it’s worth considering.
- Try to ensure there’s a story behind your name.
What is the purpose behind your business, its reason for being? How and why did you come up with the name?
- The shorter and sharper, the better.
We live in an information-overloaded world; the marketplace is crowded and noisy. A long and convoluted name won’t do you any favors. You need something that’s preferably short, sharp and memorable.
Look at the big names, the two-syllable ‘monsters’—Apple, Nike, eBay, Virgin, Twitter, Intel, Starbucks—they were (mostly) relatively small companies once. Think small before thinking big! Ultimately, you need to like your business name because you’re gonna be stuck with it for potentially a long time!