Mark Suster Partner Upfront Ventures and former entrepreneur
“The first rule of choosing a brand  is to figure out the image you want to project. [Start by defining] the attributes you [want to project] when [people] think about your brand.
 [Consider] First Round Capital [which most likely chose its name] because [it] wanted to excel at early-stage investing.”
In sum, a brand’s name should “represent the kind of organization or community you want to build [with] either  a functional name (i.e. Instagram) or a nonsense name that doesn’t paint you into any particular corner (Twitter) or even a generic name where you fill in the marketing messages to define that brand (Los Angeles).” Mark Suster, Some Thoughts on Branding Startups and Communities, April 17, 2012; http://www.bothsidesofthetable.com/2012/04/17/some-thoughts-on-branding-startups-and-communities/