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Naming A Business: Lessons in Storytelling From Top Brands

If you read about how to brand your startup, it is likely you will get advice on how to carefully choose the name of your company. Some will say that you should choose a name that represents what you do. On the opposite side, others will say your name should be completely unique—you have to claim those urls, handles, usernames, etc., and you can’t do that if there is already someone out there with a similar name, right?

There is an endless supply of advice out there about how to name your brand—and the 'experts' all have different opinions; however, there is one crucial piece of advice almost always overlooked: Honestly, it doesn’t really matter what your name is, as long you tell a compelling story.