2. Your personal name developer
Determing the name of your business or product is a very personal process, and it requires a personalized one-on-one relationship where the professional has an opportunity to get inside your head. There are any number of choices that could identify your enterprise, but the one that will work best, is the one that is most compatible with you, your needs, your purpose and dreams. As you go through the naming process start to finish, establishing a close relationship with your primary developer will insure a deeper level of understanding around your needs. There may be several competent folks brainstorming on your project behind the scenes, but you should be able to depend on just one person as your primary concept designer. And that person should be someone you can trust to answer your questions and translate your concerns... someone who understands your project from the inside out.

3. Ability to see the whole picture
Creating a great name is not just about catchiness or .com availability. In fact, arriving at a great name is like meeting a great personality.... you're mmediately aware of depth, memorability, charisma, appeal and compatibilty while having very little clue as to what's creating the overall magic. Pick a company that is able to look at the whole picture, even as the independent details are carefully nudged into place. After all, it's in the synergy of the whole where the magic resides.

4. An understanding of marketing
A name that stands out from the crowd does so because it is marketable, and marketability is synonomous with smart psychology. Psychology involves an understanding of human emotion. So since emotions drive choices, look for a naming company that realizes how the mind works... and how needs match up with experience in the marketplace. Beware of the naming company that is willing to provide you with 90-100 names in just a few days. You are simply getting random words with the hopes that one will capture your fancy. But psychology isn't about your likes and dislikes... it's about the mass mind of the marketplace.

5. Awareness of the subliminal influence of language
The surface details of language are important, but there's more to a name than meets the eye or ear. Sight and sound define just part of a name's destiny. In ancient times, every name was created with the subliminal energetic clearly in mind. If you are interested in holding your own with a long-term business, you will want a name that energetically supports profit and your particular products and services. Silent chemistry (or lack thereof) can make or break your future. Choosing a naming company that is oblivious to the subliminals, is like asking for a potential ambush down the road.

6. Patience
As you begin the process of naming your business or product, you are no doubt entering unknown territory, at least to a degree. You will need to be educated along the way, and guided into an understanding of the art of branding. Your name specialist should take the time to interview, educate and assist your understanding on the way to determining the name that will best identify your efforts.

7. Experience
The art of naming cannot be learned or mastered overnight. Choose a company that has years of experience, a company that has had the opportunity to assess and evaluate ever changing trends in the marketplace. Also seek to find a personal naming professional who has a background in language development, the visual arts, marketing and psychology as well as personal business experience. Just knowing one aspect of the naming process will not create a well-rounded result.

8. Reasonable fees
It's not unusual for many naming companies to charge thousands or even millions of dollars to create a business name. Sure, major corporations might have the budget to accommodate such fees, but most people do not, so don't feel you have to pay a $30,000 price tag to get a top notch name. After all, history has shown, spending several million on a name will not insure it's success. (Just look at Avaya!) Remember that the brands we know best gained exposure through lots of marketing dollars. That said, do realize that the art of naming is time consuming and requires a high level expertise. If you receive a quote of a couple hundred dollars to develop a name, think twice. A full development package from a competent naming company will reasonably cost between $1250-$5000.

9. A workable time table
Ideally, you'll begin the naming process with plenty of time to spare. But whether you are ready to open your doors in a couple of weeks, or have months to go before welcoming your first customer, be sure your naming company provides a defined time table you can count on. Most naming projects will take between 7-30 days to complete.

10. Good vibes!
Before signing on with a naming company, spend time getting to know your primary language concept designer. After a couple of phone discussions and a few focused questions, you should be able to tell if the vibes are right. Many folks feel there's no need to get professional help with naming a business. But when you figure all the money and effort you'll be putting behind your name, it only makes sense to do it right from the beginning!

Maryanna Korwitts of Biz Naming Central has worked with the science of nameology and name development for over 10 years. With a degree in education and graduate studies in art and psychology, she has extensive experience in teaching, visual design, marketing and language. Her approach to naming considers the silent subliminals as well as the outside features of language and message identity. Maryanna has successfully owned several businesses, applying her knowledge of branding to her own enterprises.