It must be pertinent
Communicate something that reflects the brand's essence. Substantiate the image the brand wants to convey.
It must be distinct
It's unique, memorable, easy to pronounce and write. It distinguishes itself from the competition and it's easily shared on social networks.
It must be timeless
It positions the company to its growth, change and success. It's viable in the long term and keeps the possibilities open. It's influential.
It must be adjustable
It makes it possible to create extensions to the brand.
It must be protected
It can be purchased and registered. Its domain is available.
It must be positive
It has a positive connotation in the markets it operates. It has no serious or grave bad connotation.
It must be visual
It's easily presented in the graphical form, in a logo, text or other visual formats of the brand.