Descriptive names tell people what a company offers. They can be easy to understand in a search result or introduction, especially when a business is new. Their limitation is that they may feel generic or constrain a company when its products expand.
Brandable names leave more room for a story or a broader offer. They can be distinctive in tone, but may need more explanation at first. Invented words also need careful spelling and pronunciation checks so people can repeat them accurately.
The choice is a spectrum, not a rule. A suggestive name can hint at a benefit without describing every feature. Try candidates in realistic contexts: a spoken introduction, a website header, an app icon and a sentence from a customer.
Check domains and relevant existing names for every finalist. Domain availability is a separate question from trademark availability; neither naming style guarantees that a name is legally clear or commercially successful.