Choosing a great name for a business can be a tricky and uncertain process- almost like naming a baby.

Googling the phrase "Baby Names" brings up 60+ million results. Why? Because naming a baby is hard (So, I hear). Like with naming a brand, you have to consider the current market place. What are the trendy kid names to avoid? What names will get made fun off? What names are old and outdated? You also have to stick to the tried and true naming principles (is it easy to say, spell, and remember?). Then you narrow the field down to a few top picks. And it's time for… The decision (Que dramatic music).

There is an iffy state of being torn and unsure about your final decision for a name that happens every time (whether Brand or Baby).  I call it the predictable discomfort. And it is completely normal and well, predictable. With baby names for example- "My friends really like "Landon" but I kind of like "Brandon". Maybe I need to keep looking for the perfect one. It's just so hard to know which one is right. I'll know it when I hear it- besides I've got a few hours left before he's born anyway."

In naming a brand, the indecisive moment is only persevered through with courage, a clear vision, and strong connection back to the brand strategy. That is our job. To be the doctor in the room ensuring the pain staking delivery is worth every second and the baby comes into the world ready to grow and thrive.

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