Naming your business shouldn’t be a fast process. It’s the keystone of your brand identity and a foundational task you want to get right the first time around. Why is brand identity so important? 77% of customers’ purchasing decisions are based on a business’ brand. Successful branding leads to credibility and customer loyalty, which is crucial for business growth.

Wondering what makes a good business name? The answer is: a strategy. Enter brand expert and author Marty Neumeier’s seven criteria for a good name from his book The Brand Gap.

From name generation, to creating a master list, considering logo adaptions and trademarking, this criteria will demystify the process of naming your business.