When we picked names for our dogs we employed some of the basic principles of naming.

When naming — or renaming — an organization there are so many factors to consider…and so many names that are already taken. It may seem easier to think about naming a dog than it is to name an organization, product or initiative. Yet, when we picked names for our dogs we actually employed some of the basic principles of naming: Is it memorable, easy-to-say, and does it have a special meaning?

Principle #1: Every good name needs a story. About 10 years ago, when Hamilton—the musical—opened on Broadway, my family adopted a dog. Hamilton was a rare thing that my wife and two kids agreed on. We all loved it. So, we decided to name our new dog “Hamilton.” We all loved Hamilton and will all love our dog. This has the makings of a good story about why we chose the name.

Principle #2: How does it sound when you say it out loud? But then my wife said, what happens when he runs outside and we have to call after him? We can’t be yelling “Ham, Ham, Ham” in the neighborhood. So we named our dog Schuyler, after Alexander Hamilton’s wife’s family. (”Sky” sounds much better as a nickname.) Some factors go beyond just a good story. Every name needs to sound right in the marketplace.

Principle #3: There should be a reason behind every name. Fifteen years earlier, when my son was about five years old, we were adopting our first dog, and he said, “I want to call him ‘Mingo.’” The rest of us were pitching names until my son gave us the ultimate reason: “If you name him Mingo, I will clean up after him.” So, the dog was named Mingo. About a month later, the dog made a mess in the backyard, and we turned to our son and told him it was time to clean up after the dog. My son turned to us and said, “That’s OK, you can name him.” We have learned that names need a solid strategy and a reason for being. (And in my family, it’s always Dad who has to clean up after the dog.)

Finding the right name “An organization’s name may or may not describe what the organization does, but it always says something about what your organization believes, how it behaves, and what its values are,” says Danielle Hughes, the Chief Personality Officer of More Than Words Marketing. Hughes creates brands and names that align with an organization’s vision, mission, and strategy. The name should be easy to remember and easy to spell, yet still be unique. You don’t want a name that is already taken or that reminds your audience of your competition. You also need to check if the URL is available. That’s often the hardest thing to do. So many URLs are taken. Sometimes, we add a short word to the URL. For AZURA the URL became AzuraCares.org. For MirrorLite, the URL became GoMirrorLite.com.

Naming is a science. The reasoning and the process behind the name are important. You need a name that captures the mission and the purpose of your organization. And yet naming is a craft, you need an imaginative name. One that inspires and stands out in a crowded marketplace.