Naming is the bane of most brand managers. It is *really* difficult these days to find a descriptive word that does not sounds too techy or too ‘local’ and isn’t already trademarked, or where the web domain is available. It’s really important to name a product (or service) uniquely, and do it right the first time. Don’t rush this one.

I was certain that I had figured out my brand name. I had acquired the web domain from GoDaddy, formed my LLC, filed for my Federal EIN (and yes, I even got a license plate with the name). The truth is, I didn’t apply for a trademark. One random night I did a search on the USPTO website and sure enough, someone on the west coast filed for my brand name in my same category of service. It was a pivot point from the universe (as my dear friend, and fellow entrepreneur, Amy Brachman says). I accepted it and moved on to Plan B. In the end, I am happier with the Plan B. Things happen for a reason.

Here are a few tips:

B to C brands (that’s business to consumer) often require a more ’emotive’ name. They need to conjure something emotional in the potential consumer. I’ve observed that many entrepreneurs lately are combining two words with an “+” or ampersand between them (ex: Fig+Yarrow, Fig&Moss, Mullein&Sparrow, Bonnie+Bud). I believe this is simply because many other single name words are taken. Also, I believe doing this has a classicism about it that sounds elegant and, most of the time, the dictation flows well. When all else fails, this is a very acceptable way to go.

If you are looking for a one word iconic trademark, it will require a LOT more work, and patience. Trust me. Be patient. Go to Barnes and Noble (or eBay for that matter) and buy a few dictionaries. Download the Merriam-Webster and Google translate apps and start playing around. Be open to words that mean something in a different language. Because I am a romantic at heart, I prefer French sounding words (and the imagery that is conjured behind the words), so that tends to be where I go. Research synonyms and derivations. When all else fails, make something up. The uphill battle of making something up is that it will take a learning curve for your potential customers to commit the name to their conscience. To be honest, that’s not aways a bad thing. Whatever you do, do not copy. You will never be unique. Your consumers will see right through you.

History is a great place to go for brand names. Personally, I have learned more by searching for “vintage French magazines” on eBay than anywhere else. Look at the street names around you and research the people that developed your area. Research your ancestors, or the people who inspired your idea. There is so much potential for history to inspire the future.

Brand names that are a call to action can be quite premium because they inspire a consumer to connect and follow through with that action. Movement is a positive thing. However, they can also be tacky. It is a fine line. In highly mainstream brands, invented words often become a verb (ex: Ubering, Googling, etc.).

There are no rules to naming today, other than the fact that you should be IN LOVE with your name and it should mean something positive to people when you ask their opinion. Do what makes you happy.

When developing your brand name, go back and forth between GoDaddy, USPTO basic search and Google. This will give you a general idea of what is available in the public domain. Write your name down and ask others to read it. Have them say it aloud. Ask them what they see in their minds when they read it. What imagery does it conjur? Is it premium? Does it reflect the category of service that you are trying to enter? Does it connect with someone who you imagine as your ideal customer?

Also remember that choosing a name for a brand is like choosing a name for a baby; not everyone is going to like it or see the potential. People gravitate to the familiar. The safe things.

My advice is to embrace risk. Try something different.