Bart and Cass had a long list to choose from when they were deciding on the name for their company. They went with Baltz for a few key reasons: its short, is only five letters and is one syllable. It has a strong Z at the end, which also looks good in cursive (which is how they planned to have the logo designed).
But their vision for the brand is about much more than only the logo. It extended to the cursive B on their first series of pens and is now expanding into other product categories that they intend to tackle in the coming year.
The lesson here is that strong brands are an outgrowth of the vision of the founders. Distill what your company exists to do into a single statement that is a reflection of a huge idea. Then find interesting ways to visually and creatively articulate that idea.