I own a marketing agency and a client of mine decided to open up a youth focused charity based on positive thinking. I loved the message and reasoning behind her charity so we offered to help.
The problem - she had already picked and trademarked the name for the charity. It was a cute mash up of the word positive and another word. It was difficult to pronounce, say, and read - however even more important it was one autocorrect away from a porn site and several porn topics.
This is why you hire the marketing agency FIRST.