Descriptors or taglines can contextualize company names and set you free
During almost every company naming project we reach a point in the name review process when we have to remind folks that names do not exist in a vacuum. They are supported by many other brand communications, including visual identity, marketing and sales copy, website, and, if appropriate, descriptors and taglines. One of the greatest values that a descriptor or tagline provides is freedom. Specifically, freedom to expand the range of name styles you consider for your brand.
In general, a company name that’s more suggestive of a specific message may allow for more aspirational taglines. And a name that’s more abstract may benefit from a descriptor that alludes to the industry in which the company competes or the nature of its business. In either case, it’s important to remember that these complimentary pieces of brand communication are available to you, and should free you up to consider a much broader range of brand names for your company.