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Business names - rule of thumb?

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Harley

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Hi,
I have had my photography business registered for years and that was easy naming, as I used my name followed by Photography. Pretty standard practice in the industry.

Now I'm trying to come up with a new name for my e-commerce business. I was going to do something general like my initials followed by industries, ventures, etc. Not too original I know. Plus I also read a blog post that stated businesses with Ventures etc. don't fair well as the public think you are trying to be something you're not and people are left wondering what your business is about. Same with initials.
That post also stated don't use city, place names etc. for obvious reasons.
So, any other advice anyone can give for pitfalls to avoid when picking names?
Much appreciated.
 
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