The best names are born out of strong positioning. When created properly your name does a lot of the heavy lifting for you. Spend less effort and fewer marketing dollars trying to explain who you are and what you do because people will intuitively get it. The precious elements of your brand DNA need to naturally transcend through the name.
The process of naming begins with an in-depth look at your audience and what resonates with them, and analysis of your competitors to determine how best to differentiate your products and services in an attractive way. This knowledge fuels ideation, collaboration, iteration, testing and perfecting to the point of trademark worthiness.
Trademarking then broadens into your corporate vernacular, tagline(s) and brand architecture. All aspects of your brand become brilliant facets of the brand experience, an early investment in brand equity.