Naming sounds simple. It is not. You need a foundation of purpose, a proven process, and someone with experience as a guide.
Building an identity is more than a name, just like a brand is more than a logo. The naming process includes preliminary trademark and URL searches, as well as, taglines, brand story, positioning, social media handles, messaging, while considering the direction of the visual brand.
What does your brand sound like? A well-crafted brand message is developed to speak directly to your audience(s) in your brand voice with personality. The well-defined purpose guides the choice of brand archetype and directs the writing of the company's vision, mission, values, and position.
A brand is a complex system of interdependent parts. Your logo is the heart of your brand but is not your brand; therefore, it can’t be developed in isolation.
It's best first to create a brand framework — a collection of attributes that your brand represents, starting with your purpose. The items in the framework (at least four but not more than six) can be words or terms that exemplify and reinforce the positive attributes of your purpose.
The world of a brand sure be developed in unison; the logo, colors, fonts, textures, graphics, photo treatments, social icons, UI, UX, etc., all at the same time, all on the same board(s). Your brand does not live in a vacuum, and it should not be developed in one either.