We recently rebranded from "Terkel" to "Featured." The decision to rebrand was largely inspired by being more "descriptive." Customers have a limited amount of time to fully "get" what you do as a business. The more clear the value proposition, the more likely a customer will act on that proposition. For us, we wanted our branding to convey that our business could help you get your expertise featured in places ranging from Fast Company to Small Business Currents. And in our situation, that meant changing our company name as well as all of our branding materials. At the end of the day, branding has one job: to capture real estate within a customer's mind for one thing. When someone thinks about how to build their visibility online, we want them to think "Featured." Whether that's communicating via a company name or through visuals, my branding tip would be to have clarity and value proposition throughout the customer experience.