The perfect brand name will generally be short, simple and easy to say. Ideally, it will be a two-syllable word, as these gain more traction and are more memorable. A long or difficult brand name represents a greater risk. But, if consistent with brand image and gets traction, its disfluency increases distinctiveness.
Domain Name Guidelines
Domain names are what people use to find your site. Domain length best practices say any domain longer than 17 characters or more than 3 dictionary words is too long. More people register long domains these days since shorter ones aren’t available or too expensive.
Choosing Your Business Name
If you operate the business yourself, it’s appropriate to use your name. Professionals such as coaches, artists, writers, musicians, and others can name businesses after themselves. Motivates to become an entrepreneur include a sense of accomplishment and earning the respect of friends and associates.
To create a business profile with a long name, I would suggest abbreviating the business name to fit a 40 character limit. Focus on the most essential or recognizable words.
When naming your business, choose a name reflecting the company’s unique offering, mission, or background. More generic names miss the chance to give the company a standout identity.
If the company name uses a term describing the business, consider removing the term and making it graphic. For example, "Johnson’s Gifts" can become "Johnson’s" with a picture of a wrapped present. Abbreviate long words integral to the name, like "incorporated" and "company."