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What’s in a name? A whole lot of importance, really. An article from Wall St Journal today called Name That Firm covers examples of a few do’s and don’ts for naming your company. The name can really play a role in predisposing people towards doing business with you (or not), so be sure to put some thought into it, and try not to settle 100% on names that come to you while you’re trashed at a bar. A few of the critical factors from my perspective:

• memorable
• can be pronounced by people in your target market
• somewhat unique/distinctive, ie. keeps you from being confused with other companies
• at least hints at what you do