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Whether you’ll be name-brainstorming yourself or have hired a branding firm, here are a few tips to help you pick the right name for your new business.

1. Set the tone.
2. Simple is strong.
3. Do not use initials!
4. Opt for a descriptive name.
5. Don’t box yourself in.
6. Watch out for language pitfalls.
7. Give any new name time to sink in.
8. Don’t finalize too soon.