Obviously, the biggest reason to have a strong brand name is that if you do it right, it's memorable, and being memorable means that you're both more easily findable and shareable. When you're driving home from the office listing to the radio, are you more likely to remember the name Eva Rosenberg or the name Tax Mama? When you get home and you're searching for information about that ad you heard today a few hours earlier, are you going to have more luck searching for Eva Rosenberg or Tax Mama? Three months later, when you're in a business meeting and someone brings up the point that we need to hire a tax consultant, are you more likely to remember Eva Rosenberg or Tax Mama?
Once you have a brand name that you're going to stick with, make sure to get it trademarked. This is the brand identity you're going to build a long-term business around. Without a trademark you run the risk of someone else either stealing your name or infringing upon it. Tip: A good place to start your search for free is at U.S. Government Trademark Electronic Search System (TESS). Visit
This one is pretty obvious, but sometimes you have to have someone say it to you in order for it to really stick. If you are the world's best and most accomplished rubber chicken manufacturer, then is it better to brand yourself as XYZ Chicken, LLC, or The Rubber Chicken Guy? If you are the a lawyer from Ohio who specializes ...