Joe Ayling: Optics has already made a name for itself

Enhanced optical services have been called every name under the sun but it is time to choose something that will stick with commissioners.

Deciding on names can be a complex business, with a host of considerations to factor in, including longevity, impact and uniqueness.

When naming a new practice, take care to avoid embarrassing double entendres or clashing with high street rivals. Brand names meanwhile should subtly reflect the product without fading into the background altogether.

Some buckle under the pressure of deciding – just look at the effort taken by contestants in this year’s saga of The Apprentice before coming up with the team name Nebula – meaning a cloud of gas and dust in outer space. Lord Sugar has since made this a reality for most of them.