1.    Is this name easy to remember? 
2.    Is this name easy to read?
3.    Does it look good written in any format? 
4.    Will this name grab someone’s attention?

For example: when first thinking of names for my cosmetic line Ferbs, I wanted a name that was  based around tattoo culture and community.  I first chose “Ferbs Ink”, the name was original, catchy and vaguely describes the product, but once I went to purchase URL’s for the company I realized www.ferbsink.com doesn’t look like a cosmetic URL at all! (maybe somewhere you would go to purchase a new bathroom sink!?).  

Another great example is the company Pen Island – for years when you would visit the site an island themed site would appear where you could purchase just about any pen imaginable. The name is creative and when you first read it you think, “oh that would be a fun place to visit!  An entire island with huts, boats, and fires made out of pens…cute.” It’s easy to read, remember, and will make you stop and think. Good name, until you type in the URL and it doesn’t follow the third rule – Does this look good in any format? When you realize your looking for www.penisland.com, it definitely puts a new spin on things, and it may be a little too late to start pondering how you will be presented to your target audience, if you’re even reaching them at all. 

I would suggest that before you purchase your FBN, EIN, and company bank account to officially lock yourself into your company name, start by searching for available URL’s that won’t confuse your customers. Try typing and writing out the name in different fonts and spaces to find what looks best, and see what similar things will be pulled up when doing an Internet search on that name. Once you’ve got the perfect name, you’ve just completed your first step in image branding.