A successful company name highlights the important elements of the business. It tells consumers what the business is about in words that are easy to understand. Experts suggest choosing three to five possible names and doing a trademark search to ensure the names do not infringe on other existing trademarks.
The name chosen should appeal to the kind of target consumers for the business. It should not be too long or confusing. To see how the name is perceived, entrepreneurs sometimes conduct consumer research. How the name looks on a sign or on a business card is another consideration when choosing a name.