One of the first things our new clients want to do is to change their business names. It can be disaster or windfall. Your business name is very important and a simple change can have a big effect. A drastic name change can destroy all the recognition you have carefully built up, but a careful tweak can send a strong message. Choosing a good business name seems to be a formidable task for most of us and we often get it wrong. Maybe it's because we like our own names so much or it's because we think we need to be cute or something.

We've seen some incredibly silly names for businesses. They appear to be chosen almost at random, as if it didn't make any difference. Well, it does!

Your name should reflect your market niche, your identity, and be able to easily reach your customer base. In most cases your own name means very little to your customers. For example, "Gallagher & Associates" means nothing. It says...

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