When I started Mandalorian I had no idea of the trouble I was getting into. People calling us Mandolin, having to explain how to spell it three times in a row, and worst of all, coming mid table on alphabetised supplier lists.

If you're starting up, think about your market and your competitors. You don't need a cool funky name. It just needs to be fairly short, easy to spell and say, preferably starting with A or 1 if you're going on supplier lists and not easily confused with or tied to something else in the market.