Burkhard Berger published an article on the Dynadot blog on branding. I think for those just getting into the brandable domain names and are hand registering a lot of ideas, I think the article can work to be a companion when you are brainstorming names.
10 Ways To Boost Your Brand Relatability is the focus of the article, I think the brand story section is worth reading and going back to as a refresher.
If you are thinking of names you should keep in mind how an end user will use the name to tell their brand story.
Keep Your Brand Story Simple
A brand story is a simple narrative that illustrates your company’s purpose. When you have a powerful brand story, it can help people understand what makes your business different from everyone else out there.
You can check out the whole story at Dynadot’s blog.