Choose a name that balances strategic, creative, and technical qualities (e.g., legal availability). The right name depends on a whole host of factors, including what you’re naming, who the audience is, and your competitors’ names.

In his article for Entrepreneur, “Don’t Change Your Brand Name—Unless You Really Have To,” Rob Meyerson writes, “big picture ... brand names should almost never change.” The default position should be to avoid change, but sometimes legal challenges, M&A activity, or other events force your hand.

Well, we’re not trademark attorneys (who you should ultimately direct this question to), but if it’s the first name you came up with, there’s a chance someone else came up with it, too. Start with a search engine—is anyone else using a similar name for similar goods and services?

It’s a metaphor for intangible value that lasts—a characteristic of both family heirlooms and the strongest brands.