Every name is graded on four fixed factors that combine into a single score from 0–100, and a name earns "Standout" status only when it reaches 91 or above.
Every name that runs through the system is graded on four factors — the same four, every time, with the same fixed weights. Those grades combine into a single composite score from 0 to 100. A name is a Standout at 91 and above. Strong names land between 80 and 90. Anything under 80 is Below Bar.
The four factors are: Fit to Your Brief (30%) — how closely the name matches the business you described. Commercial Strength (30%) — what a name like this commands in the real market. Upside (20%) — the room it has to climb in value above what you pay to own it. Brand Clarity (20%) — how easily people can say it, spell it, and remember it. Fit and Commercial Strength carry the most weight because they determine whether a name is worth owning at all.
Reaching 91 is intentionally hard. Most names never get there. The system produces one composite score per name — it does not surface a separate grade for each individual factor. The weights are fixed and universal; they do not adjust based on your brief or industry.