Branding is an art that pulls from several disciplines; Storytelling, art, legal, creative writing and others. Naming your product or service is maybe the most fun part of starting a business or brand, and it is often easy to get ahead of one's self. Several considerations:
1. Avoid names that describe your product or service.
2. Avoid surnames; these are unlikely to be approved as a trademark.
3. Avoid the names and nicknames of locations.
4. Get a trademark search performed.
5. Be careful of automated trademark search algorithms.
It is far easier to name correctly first, before you spend money on marketing and sales.
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