One more reason why spending calories on picking a great name is important: It’s a one-time cost to get a great name — but the benefit is forever. Conversely, if you short-change this and dismiss it completely, you’re going to incur what I’d call “branding debt”. Not bad at first, and maybe not a big deal for you ever, but every year, as you grow, you’ll have this small voice nagging inside your head “should I change the name of the company…”. It’s going to be annoying. And the longer you wait, the more expensive the decision is, and the less likely you are to do it. Save yourself some of that future pain, and invest early in picking a decent name. You may still get it wrong, but at least you’ll know you tried.
Good suggestions for company (and product names). Apple product names are notoriously bad, like iPod, iPhone, and iPad, but their feature names are usually great: Facetime, AirPort, even Time Machine.
A good name should be available, spellable, and speakable. And for B2B, it should be meaningful. Read more tips on naming.