What makes a great business name?

Contrary to popular belief, there is a definitive measure of a great business name - there are concrete qualities to look for that are important. But, keep in mind that you also need to leave room for sparks of creativity and innovation. When searching for an awesome brand you need to be focused, not narrow.

Here are qualities of a great brand name:

Now this generally means it's short which is why a lot of businesses prefer one word or lesser syllabic names. While this remains dependable, memorability can also be achieved through repetition or catchiness. Think of the alliteration of "BestBuy" and "PayPal", or the rhyming of "LaffyTaffy".

Also known as the "radio test" ideally you want people to be able to pronounce and even spell the name correctly just upon hearing it. This is why a lot of the great invented names that work are pronounced exactly how they're spelled, such as Google or Hulu.

A great brand name does not describe what you do. It can be tempting to spell it out for your audience but they're smarter than that. A great name conveys a message and a memorable one at that - even if you incorporate what you do or the industry you're in, don't put your business into a box. This does not mean you have to find a completely invented name, but it does mean that you shouldn't be afraid to think outside of the box when it comes to your business name.