The more your name communicates to consumers, the less effort you must exert to explain it. He explains that people prefer words they can relate to and understand. That s why professional namers universally condemn strings of numbers or initials as a bad choice. On the other hand, it is possible for a name to be too meaningful. Naming consultant S.B. Master cautions business owners need to beware of names that are too narrowly defined.
Common pitfalls are geographic names or generic names.
Take the name San Pablo Disk Drives as a hypothetical example. Specific names make sense if you intend to stay in a narrow niche forever. If you have any ambitions of growing or expanding, however, you should find a name that is broad enough to accommodate your growth. Descriptive names tell something concrete about a business what it does, where it s located and so on. Suggestive names are more abstract.