Any experienced business owner will tell you that the tone of a business name will determine how your target audience perceives your brand message. In other words, your business name gives prospects a sneak peek of what to expect in your business. Essentially, customer expectation should align with the reality. If it doesn’t, then they will read mischief in your business. Your business name is the bedrock of your communication with customers, and if you get it twisted in the beginning, customers will immediately know that you lack a clear vision for the business. When customers realize that the first aspects of your business are disorganized, they’ll assume that other areas of the business are disorganized too. That’s a recipe for abandonment.