Age of Independents: How to name anything. Lisa Light, part 2 of 2

If you've ever tried to name your own business or product, you know that it's a bit more complex than you might assume when starting out. In this week's conversation with naming expert Lisa Light, we get into the details of how to generate the kind of great names upon which great brands are built.

This is an essential step in any business. Your name is the handle that your customers, employees and partners will know you by, so it's worth spending the time to get it right.

Lisa's been doing this stuff for a while, and she has a knack for breaking the process down into manageable steps. The key is to key your mind open to all possibilities and then whittle down to the things that are true--true to who you are, what you do and your voice. But don't forget, names have a tendency to take on new meanings with use, so you have a little bit of lattitude with which to experiement.

Once you've found some options you're happy with, you'll need to do the work of checking trademarks, finding the right URL and social media handles, and, if you're doing business internationally, checking on global rights and meanings.

Lisa's got great advice on all of the above so I hope you find the show useful.