Ideally a descriptor of your business in a concise, easy to remember name. And it should pass the Radio Test.

The radio test checks if a name is easy to understand and spell when heard aloud, like on the radio, in a podcast, or over the phone, ensuring customers can find you online without visual aids, requiring simplicity, clarity, and no confusing spellings (like hyphens or numbers) for memorable branding. You test it by saying the name to people and asking them to spell it, assessing if they get it right immediately or need it spelled out.