Naming your business is made a lot easier when you know your business values. This is because you'll have a deeper understanding of your business. Once you have this you can start thinking of a relevant name and more importantly recognise the right name when you find it - relevance is so important in marketing.
Seventh Generation are committed to becoming the world's most trusted brand of authentic, safe, and environmentally-responsible products for a healthy home. The company derives its name from the Great Law of the Iroquois Native Indians which says, "In our every deliberation, we must consider the impact of our decisions on the next seven generations."
The name links to their product and helps decide what colour palette to go with in the Corporate Identity. From here you can then start to build marketing collateral like their label reading guide. Once you've got this you can start investing in in a Permission Based Marketing campaign.