Branding
Brand = adjective. Everything you do with regard to advertising and design—whether it's creating the packaging or designing the website—should fall under that one adjective and then continue to adhere to absolutely draconian standards of simplicity.
What they're going to remember a brand for, the way they're going to label it in their mental filing system, is with a word.
Naming
5 Qualities of a Super Sticky Name
Suggestive – evokes something about your brand
Meaningful – resonates with your audience
Imagery – is visually evocative to aid in memory
Legs – lends itself to a theme for extended mileage
Emotional – moves people
7 Deadly Sins
Spelling-challenged – looks like a typo
Copycat – similar to competitors’ names
Restrictive – limits future growth
Annoying – forced, frustrates customers
Tame – flat, descriptive, uninspired
Curse of Knowledge – only insiders get it
Hard-to-pronounce – not obvious or is unapproachable