Scenario: how a small team narrows a company-name shortlist

The brief

A tool for independent cross-border merchants should feel clear, dependable, and light. The team wants to avoid heavily used words such as AI, Cloud, and Global, while leaving room to expand into more collaboration features later.

How they narrow ideas

• Separate candidates into direct, suggestive, and compound directions to avoid a homogeneous list.
• Test pronunciation, spelling, and recall aloud; remove names that require repeated explanation.
• Place the survivors into a homepage title, product navigation, and sales opening.
• Invest in trademark, domain, company-name, and language checks only for the final shortlist.

The useful lesson

Naming cannot repair an unclear positioning. The clearer the positioning, the easier it is to let go of a pleasant but unsuitable name and keep brand expression consistent later.