The very first step in order to pick and name for your brand, would be to pitch the brand to yourself.

More often than not, clarity is a by-product of brainstorming. In order to hit the home run, you might need to define what your business is all about to the biggest client and potential you can ever have- yourself.

Brand communication strategy starts with the name itself. And there is no name without clarity of what the business is all about. Here are some things to kickstart the train of thought:

• Think about why you started the business

• Think about what problems your business will solve for the consumer

• Convince yourself about your business’s description in one or two lines

Your brand name needs to accomplish something. Invoke a feeling in the consumer’s head or define your offering or deliver a burst of abstract information at the other end of the spectrum that is open-ended for them to interpret on their own.

The best way to do this is to define the brand proposition and to try and establish that in the consumer’s mind starting with the brand name itself:

• Do you want the people to recognize your name?

• Do you want people to recognise your service?

• Do you want people to think of the brand as something elemental/abstract?

Once you have defined the purpose of your business correctly, allow yourself to hash out 'a lot of names' that you think my suit your brand in the best possible way. While the previous steps were brain-work, you can consider this as legwork to lay the foundation of your brand.

This is another crucial step one that you might need help with. You can consult a branding agency.

They say that if you want something done right, you have to do it yourself. You know the business inside and out, and that is where insights come from. Step up to the plate and start writing names. Mind you, this is a process that has provided the world with names that were just perfect for businesses:

• Hewlett-Packard (based on the founder’s name)

• Southwest Airlines (based on the description of service)

• Google (basically a completely made up name)