As the popular saying goes, first impressions are everything. While we don’t agree they’re EVERYTHING, it sure does take a lot of work to overcome a bad one. Instead, we recommend doing some work up-front to ensure people are not misled or turned off the very first time they encounter your brand. And whether you hear it or read it, a name usually plays a huge role in making that first impression. Give it staying power Because it is one of the most important and long-lasting business decisions you will make, selecting a brand name should not be taken lightly.