Sound carries meaning before words do
Hard consonants (k, t, p) signal speed and confidence. Soft sounds (l, m, s) signal calm and care. Use this on purpose — not by accident.
Premium brands tend to favor open vowels and slow rhythm. Mass-market brands tend to favor sharp consonants and fast rhythm.
Familiarity beats novelty by default
Names that pattern-match to existing categories feel safer to customers. Pure invention is harder to launch into.
If you go invented, anchor with a category-clear suffix at first (Vexa Labs, not just Vexa) until the brand is established.
Visual rhythm matters as much as sound
Even letter shapes carry weight: round letters (o, b, d) feel friendlier; angular letters (k, x, z) feel sharper. Read your shortlist visually as well as out loud.
If the name doesn't look right in your typeface, the typeface usually isn't the problem.