How do I make up words?

I am considering creating a magical fictional land which of course needs words. The ones I like often I might even try to get trademarked and have them as the face of my franchise (like Discworld but less successful and good). Any tips for forming words?

I am considering creating a magical fictional land which of course needs words. The ones I like often I might even try to get trademarked and have them as the face of my franchise (like Discworld but less successful and good). Any tips for forming words?

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