• Before you get started, you’ll want to consider some basics such as word origin and modern meanings, legibility, clarity and uniqueness. All of these should weigh into your decision making process as you build your initial list. You’ll want to make sure there aren’t any words that could be confused, have alternative and unexpected connotations, words that are easy to spell because you may be spelling them a lot to customers on the phone, or in email. And last but not least, you’ll want to make sure your chosen brand name is not a common stringed search term.