One of my favorite projects was helping name and brand a New Urbanist town in North Carolina. After 50+ possible names, we settled on a simple choice that reflected the village's philosophy and purpose: Breakaway.  

Three important naming lessons we've learned over the years played a part in naming Breakaway: 

1. You must be comfortable with the shortest version of your name.
Inevitably, multiple-word names will be shortened, even Wright Strategies is often referred to by clients as simply "Wright."

2. Know why you are choosing a name, and be committed to it.
After naming Breakaway, we had to define its essence and carry through that identity in all supporting marketing materials. 

3. Is it easy to pronounce?
My passion for everything Italian heavily influenced the name of my first company, Chiave Interactive (pronounced key-AH-vay). After years of people butchering its pronunciation and spelling, I swore I would pick something easier next time.