Easy to Remember
Probably one of the most important requirements of a good name is that it is easy to remember. It shouldn't be complicated or very long. Just imagine someday your secretary answering the phones, "Good morning, Zvestsky, Commolowskivich, Bankoslovich, Karageorgadis & Associates." As much as you may want a particular proper noun in your business name, it may not be the best thing for your business.
 
Also, don?t try to get cute with the spelling of the name. For instance, if you want to be known as ?Elite Property Management Company?, don?t opt for ?Elit Property Management Company? because the domain name elit.com is available. This is confusing to most people who can spell and most your customers will probably spell your name, ?Elite? anyway. Remember, if your business name is not easy to remember and your competitor's name is, you will probably loose business to your competitor.

Describes What Your Business Does
A good business name describes in some fashion what the business does or what it is about. Here are some real life examples: Creative Walls & Spaces; Wine Fetish; Seven Seas Travel; and Running Paws. All of these names create an image and give a good indication of what service or products the business provides. Does your name do the same?

Many businesses lately have been choosing more contrived (sometimes called transparent) names. These are names that sound kind of sexy, but don?t really have a dictionary meaning. Some examples include: MICROFLEX; BIOGEN; OPTICON and SYNIVA. Since these names do not have a meaning, they can be branded to mean almost anything you want. The negative is that you will have to invest heavily to market your new brand so that it becomes recognizable.

Make Sure it is Not Confusing

This is similar to making it simple, but you also want to make sure your business name doesn?t confuse itself with a double meaning or bring up an image that is not conducive to your business. For instance, what business is, ?T&A Enterprises, Inc.? in? Maybe the owners? names start with ?T? and ?A? but it is too hard to escape the double-entendre for which this name implies.