Write criteria before judging names: what the name should suggest, who must understand it, where it will be used, and what it should avoid. Shortlist a few options, then ask people in your intended audience to read, hear, remember, and describe each one without a long explanation. Check how the name looks in a website address, an email address, and a spoken referral. Record confusion rather than relying on which option gets the most votes.
Screen promising names for existing uses, relevant domains, and potential conflicts before paying for a full launch. In Canada, the Canadian Trademarks Database is a useful starting point, though a search alone is not a legal clearance. If a name is central to your investment, get appropriate professional advice before committing. REX lists naming among its Brand Foundation services.