Great point in the comment above. Don’t sell yourself short.
However, since you’re asking for techniques I’ll give you my experience. Naming a business is probably the most difficult and stress inducing tasks, for me anyway. Right when I believe I’ve nailed it, I do some research only to find that the name is already taken. This frustrates me to no end, but at the same time somehow validates my idea, especially if the company branded it well; which in turn frustrates me again because it makes me want that name even more! If I do choose a name that so happens to be free from use by another company, I love it for about 3 days before I begin to question it, disect it, and eventually doubt whether it’s a good name or not. Again, frustrating to no end.
Here is my process:
I’m honestly not very good at coming up with names out of thin air. I open up a Google Doc specifically for name ideas, I then share it with people I like and give them editing capabilities so that they can add to the list or comment on the names. Then, any word I see that sounds good, looks good, has a unique meaning, etc…I write it into the list. And seriously everytime I read ANYTHING, I’m always noting words. From blogs and articles to emails and books. Billboards and street signs, TV commercials, just listening to people speak. If I see a word or hear a word ANYWHERE at any time, I note it.
The list grows and grows and…grows.
Then I start to research the words I have. What do they mean, does having a meaning matter?? Most of the time I’d like it to have a meaning that’s unique, but sometimes a word just sounds good or looks good. I use a thesaurus to find similar words to the ones I like. Combine words, get creative. Get people’s feedback.
When my list gets smaller after weeding through the ones I like best, I then look at the letter structure and try to see how it would look in different typeface or how I can maybe design a logo out of it. Maybe it can be used as an acronym. I’ve completely abandoned words I’ve liked before just because I couldn’t get it to design to my liking. Eventually you settle on something, in my experience I’ve never fully embraced a chosen name because I always doubt it. You just take the leap.
Now, names are nothing. Seriously. Your work is what sells. I’ve seen companies with what I thought were awful names, then I see their branding, their design, their work, etc. I fall in love with these companies, and, before you know it I suddenly think they have the coolest name ever. Good design will do that. As long as your work is compelling, the name will work, regardless of what you choose.
I’m sure there are much better ways of naming a business, this is just my approach.
“Naming” is a task that drives me insane to my core. Try not to obsess like I do.