The principles of naming are the same the first time you name a business and the 30th time. The rules don’t change, but you change. You learn what is important in branding a new business and choosing a name, over time.
Very few first-time founders realize how intimately connected things like brand positioning, brand personality, knowing your customers, and knowing the naming norms of your industry (whether or not you lean into them), are to choosing a great brand name. Even if you’re a marketing genius in other ways, naming your first business is a nerve-wracking process.
