My rules about company names are simple and very straight-forward:

• avoid generic sounding names
• avoid initials or acronyms and
• avoid names with too many words

That’s it. Pretty simple.

If you’re marketing a product or service that’s consumer oriented, it just makes sense to create a distinguishable brand name.

For example, I bought a computer router manufactured by a company called SMC Corporation. I had never really heard of this company, but my tech expert recommended it. From a branding perspective, and as a consumer, I was a bit concerned. I thought I should buy something made by a company with a name like NetGear or Cisco.

My router had to be replaced (a little too soon for my liking). Guess which brand of router I replaced it with? NetGear. I just don’t understand why a major technology company in such a competitive industry, would continue to use a name that is so nondescript.