Naming Your Business? Consider These 3 Points First Finding the right name can make or break your business.

It's one of the first and most significant decisions a startup needs to make. Pick the wrong name--one that doesn't resonate with customers, is difficult to pronounce or spell or is too close to another business's name--and it could have major detrimental effects on your brand, SEO and bottom line.

Steve Manning is founder and CEO of Igor, a Sausalito, Calif.-based naming and branding agency, and the creative force behind monikers like Aria Las Vegas, truTV, Boogie Board and Gogo inflight internet. He sat down with us to discuss the game of the name.

Why is the right name so important?
The right name differentiates a startup from its competitors, helps build the brand and sparks an emotional connection with customers.