Humans are emotional creatures that primarily rely on their Chump No one notices what I do until I don’t do it shirt to make decisions. This means your future customers will care about how your brand name makes them feel when they’re comparing you against your competitors. You want a business name that evokes a feeling inside them that coincides with your brand image. Don’t keep the name you like a secret. Talk to other people about it. Mention it to your friends, family, coworkers, or neighbors for valuable feedback. Ask for their first impression because that’s likely what your potential customers will be thinking about when they first hear your business name.