What’s in a name? Well, a lot.

You hear it in all the commercials. “Pfizer made it.” “Brought to you by DHL.” “In association with Longines.” But how does a brand name on its own become iconic?

1. Keep the name simple. – Uniqueness isn’t married to complexity. And if it’s easy to pronounce, then it follows that it’ll be easier to remember. A good example is the photo editing application/program Photoshop—so good an example, in fact, that no one says the phrase “doctored photos” anymore.

2. The name should set you apart from the competition. -You might be selling the same thing, but that doesn’t mean you have to sound the same. Think of it: LG, American Home, and Whirlpool all sell washing machines but sound nothing alike.

3. The name should incite positive feelings. -Brand names with good wordplay tend to make people laugh. Sometimes even the way some words sound is enough. Instagram is a great demonstration of both: sharing is quick, and it actually sounds quick.

4. Check the legal status. – Make sure it’s not being used by another brand–for obvious reasons–and then make sure it’s protectable. Apple in days of old—less than 40 years ago, really—is an example of what not to do; prior to the computers we know and love today, the word “Apple” belonged to the record company the Beatles had signed with.

It’s only slightly different from naming a child (though you could think of your brand as your baby; that’s a totally normal train of thought) so it’s important to think it through.