Naming your company is one of the hardest things you’ll ever do. Unfortunately, most of you probably already have your brand name and possibly a logo, and the idea and cost of changing it isn’t high on your list of priorities.
When I started Zen Windows, I knew I needed something that would be so different it would stand out from all the standard names—AAA, Able, Affordable, you know the ones still hoping to get the first call in the phone book. Zen, as you’ve probably noticed, comes at the end of the alphabet, so had we still been in the yellow pages era, some would think I had committed certain naming suicide. Of course, Google has changed all that.
Now, memorable, easy to spell, unique names can help, as can building your...