A company brand has at least 3 audiences:
- Employees (including the founders), that need an inspiring and cool place to work
- Users that are looking for a brand that fits and appeals to the target market
- Investors who are looking at a fundable organization with fundable founders
Think about conflicting requirements when picking your name. Priorities might also change over time. Investors are very important early on, users a bit later. Your first collaterals (decks, a web site) are probably directed at investors.
This post was sparked by overhearing two conversations: one about whether picking a cartoon character as a company name would hurt appeal to investors, and one where a company named itself after an industry it explicitly claimed not be in.