[ljf]

I agree in some ways - but sometimes names can delay launches. I can see a small start up using this site to 'just get out there' - and worry about branding later.

Depending on what you are doing you can change your name/brand later.

Since /most/ start-ups fail, why not get to market quicker, with less cost, and less time/brain power wasted.

[ShawnJG]

Everything in balance. You definitely should not delay the launch of a product because you can't think of a name. But getting to market and changing your name/brand later defeats the whole purpose of branding. In fact it's the opposite of branding. For the latest example just think about Netflix and what they did by naming their DVD mailing service qwixster. That name change is arguably a colossally bad move. I'm not saying your design has to be perfect, you can always update the image like Howard Johnson did for their motel chain. I tend to think that small businesses make a huge mistake when they gloss over the branding/marketing work. I am not advocating the necessity of bringing in a huge ad agency and market research just to get a logo. Just put in a little effort, use the same ingenuity you use when you started your company and come up with a brand identity that ties into what you do. At the very least you can go to logo tournament and get a custom built logo starting at 250. It's the same amount as this service plus you have are reasonably high degree of customization. Your name and your logo will be the most visible part of your company. You want it to instantly signify all the best traits and qualities you have, even if it is just subliminally. Some of the best brands out there who do this well, can just with their logo conjure up a long list of attributes/adjectives in a potential consumer's mind. A super simple one is Rolex… It's just their name with a crown over it. Even if you did not know that they were a watchmaker, by looking at their logo you would assume that whatever they do it's of high quality befitting of royalty or at least made the connection with royalty in your mind. I just think there are many more options that for the same amount of money and minimal effort you can put together something that is closely related and much more beneficial than an off the rack name and logo solution.