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The name you choose today can either open doors with a single mention or trap you in years of explanation. We break down a no-nonsense process for picking a business name that’s clear, memorable, and scalable—without burning budget on avoidable confusion.

We start with the first impression test: if you feel the need to apologize for your name, spell it out, or explain a clever twist every time, it’s working against you. From there, we compare straightforward, human-friendly names with stylized spellings that demand constant explanation, using the MVMT example to show how search behavior, mis-typed queries, and brand education can drain ad dollars. You’ll hear why shorter is usually better, how to balance uniqueness with recognition, and why avoiding hyphens, numbers, and ambiguous homophones pays off across podcasts, networking, and word of mouth.

Then we get practical. We share a step-by-step workflow for brainstorming with AI—feeding it audience, benefits, tone, and constraints—to generate strong candidates fast. You’ll learn two simple validation tests using separate groups: the read-aloud test to catch pronunciation snags, and the say-and-spell test to surface future search and traffic leaks. We also walk through checking domains and social handles in one sweep so you don’t end up with a .com that doesn’t match your core profiles. Finally, we dig into long-term strategy: why overly narrow names box you in, how rebrands with domain changes can crater organic traffic for months, and what to consider if you’re using a personal last name.

If you’re launching a new brand or rethinking a current one, this conversation gives you a clear checklist to find a durable name that supports growth, improves discoverability, and keeps your marketing dollars working harder. Subscribe, share this with a founder who’s naming right now, and tell us your favorite naming tip or horror story in a review—your feedback helps more builders find the show.

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