1. Go with a name that you like (obviously). You can brand anything with enough effort. But if the name inspires you, and you like sharing it, then you’re going to create something that thrives.

2. Have longevity in mind. The cannabis industry is rapidly evolving, so a name that remains relevant as you adapt to new opportunities can be nice.

3. Be quirky/novel. Is Ajnag the sound of me sneezing? Sometimes. It’s also ganja spelled backwards, and it sticks in my head quite well.

4. Alliteration and rhyme keep your brand in mind. Alliteration is when the same consonant sound is repeated at the beginning of two or more words. Cannabis Culture and BudBay are both alliterated. High Times and Get High Design both kinda rhyme… so does The Natural Way of L.A.

5. Envision the entire concept, including your logo and marketing campaigns. Pick a name that can be marketed in many ways, such as in print, and spoken aloud. Think about how your name/logo will work with the different physical sizes of marketing materials you may create.  The Geico gecko is an example of a branding concept that greatly elevates an otherwise obscure string of letters.

6. Create Imagery. Skunk Magazine and The Green Cross are names that create an image in my head merely by hearing the words. The imagery is further supported by a mascot or logo.

7. Go local. As big-box stores and generic chains are often seen as a detriment to diversity, you can capitalize on your local flavor with a geo-specific name. Berkeley Patients Group and Hollywood Holistic are a couple examples.

8. Is the domain name available? In the States, the dot com is king. Even if you plan to have a dot org for your website, it would be good to have visitors to the dot com be automatically redirected to your dot org site. You can check availability of domain names at Name.com.

9. Keep it short and sweet. Names that are short, easy to spell and pronounce, are generally easier to remember.

10. Be clever. Wordplay, double entendres, and humor can give your name an instant resonance with people who like a bit of wit. Hail Mary Jane fits this bill.

11. Don’t overdose on the medical aspect. While the medicinal properties of cannabis are amazing, this herb enjoys wide celebration for it’s vast range of uses, so a name that encompasses a multitude of  qualities can be useful.