Why is Brand Identity important to a company?

Should I change my company name or use a dba for my startup?

• Like many startups, our company discovered a better idea and pivoted to build a different product. If we were to start fresh today, we would have incorporated under a different name. As it is, we are focusing most of our efforts around building the brand behind the product identity and not the corporate identity. Ideally, we're thinking about renaming the company to reflect the brand we're building or just creating a dba for the company. We are self-funded but about to start the fund-raising process. Will operating under a dba be a problem? What are the pros and cons of each choice: company name change vs. dba.

• Answer:

  It really depends what the names are. If your current name is specific/descriptive, you're bound to outgrow it. Your name should relate to what you do but not pigeonhole you to a specific execution. Names that connect with people on an emotional level tend to not box you in.