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When you have a long list of brand-name candidates, narrow it down to three to five names. At this point, you switch from right-brain (creative) mode to left-brain (critical) mode.

You can start by crossing obviously lousy names off the list, but as you cut more names, competition for the top spot stiffens. Evaluate the remaining names based on the criteria presented in the earlier section “Following brand naming parameters.”

When only a few brand name candidates remain, you can debate the merits of each in the hopes of narrowing the list further. If that approach doesn’t work, you may want to engage in another brainstorming session.

Try to avoid choosing a brand name by popular vote. That approach often results in choosing a brand name that’s simply not as bad as the others. Instead, continue debating which brand name candidate is best, or conduct another brainstorming session to generate fresh ideas to consider.

Once you’ve landed on a name you’d like to use for your brand, you need to make sure it is not trademarked and that you can legally use it. For more information on trademarking, go to Chapter 19.