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We just finished helping a client rebrand and rename their organization, and a conversation with that client got me thinking. Few marketing decisions are as personal and subjective as naming a business. There is no ideal answer, which only makes it a tougher call.

If you’re creating a new company or believe you need to reinvent your current company’s identity, here are some things to consider.

Find a balance.

For the most part, people are not going to do business with you or not do business with you solely based on your name.

Yes, it is a very important decision. But it’s not life-ending. Remember, any business name is an empty shell. You are going to attach meaning to it by how you conduct business, how you position and market yourself, and how you treat your customers.

Pay attention to how it sounds.

If your marketing is really working, most people will hear your name before they see it written. (You are working hard to encourage word of mouth, aren’t you?) So be sure to test out how your name sounds. Does it flow? Do the words get tangled on your tongue? Does the spelling help the pronunciation and vice versa?

The URL doesn’t have to match.

Many people get stuck in finding a name because the URL containing their desired name is already taken. Think beyond an exact match. Is there a question or simple phrase that your potential customers will relate to what you sell? Sometimes that’s even easier to remember.

Your name is just the beginning. Give it the attention it deserves but don’t get yourself stuck.