Why should consumers buy from you, and not your competitors? Why should they buy at all?
Your brand name is your first impression. Your opportunity to capture your customer's imagination, and get them interested in your product. You can have the best website, the best copy, the best product, and the best service: if nobody clicks, it's like it doesn't even exist.
That's why great names must be easy to understand, while also creating curiosity.
Your name must set you apart from the competition, yet be simple to understand by your market.
Your name must be easy to pronounce, remember, and identify. It needs to be evocative.
Your name must communicate the offer in some way, conjuring mental images about the purpose, benefit, and quality that your company or product brings to your customers.