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How do you come up with a unique name for your business?

Fidelia

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One of the things that strongly makes up the brand of any business is it's name. It has to be strategic and not ambiguous while telling your story at a glance. What factors should be considered when naming a business?
 
The process of coming up with a unique name is usually different from each individual though. For my my English name is David, while my dad's name is Elijah, that's how i came up with eLdavis which i also use for my brand.
 
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