Picking the right business name is an important first step toward creating a successful company, but not everyone hits the jackpot on the first try.
Often, people first choose names that are too wordy and don’t have a catchy ring. You want a name that grabs the consumer’s attention but doesn’t try to cram in too much information, says Eli Altman, director of strategy at A Hundred Monkeys, a San Francisco-based branding and naming firm. “A good way to think about a name is that it’s the start of a conversation. It’s not a full encapsulation of what the business is about.”