On one of my European trips, I saw the name of a business, called Azure, and I thought it was so cool. I was smitten. Now, the word means blue in English, but I came home and named my non-blue photography business based on that clever word — Studio Azure. 

Then came the point when I took it to market. Nobody, not even me, knew how to pronounce it. Nobody could remember it. Folks would frown and say, Studio what?! It turned out being a horrible decision.

At that point, I remember some advice my little sister gave me. Name your business something that tells people what you do, unless you have millions of dollars to run ads that educate your customers.

That’s a message that should serve us well as we name our businesses and products. When it comes to names, clear is much better than clever.

 Be simple in these five areas.

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