A good name is easy to say, easy to spell and sticks after hearing it once. Try the phone test: if you have to spell your name every time you give it, it will cost you customers. Short names, with two or three syllables, often have an advantage.
The name should also leave room for your future. A name too closely tied to a specific product or town can become awkward if you expand your offer or move. On the other hand, a name that is too abstract takes more effort to explain what you do.
Think about availability from the start. Is the domain name free? Are the social media accounts free too? A brilliant name that is available nowhere will force you into impractical variations. That is why every suggestion comes with an initial check.
The most serious trap is legal. A name already protected by a trade mark in your industry can lead to a demand to change it, even after months of trading. Our checks are indicative: before registering your trade mark, a full prior rights search with your country's office or the European office is still essential.
Finally, if you work with several countries, check the meaning and pronunciation in your customers' languages. A word that is neutral in one language can be funny or embarrassing in another.