Gerald Lewis, whose consulting firm, CDI Designs, specializes in helping retail food businesses, uses retail as an example. For example, if it s a warehouse store, it has to convey that impression. If it s an upscale store selling high-quality foods, it has to convey that impression. The name combined with the logo is very important in doing that. So the first and most important step in choosing a name is deciding what your business is.
Most experts say yes.
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.