Changing the name of a brand is a major decision that can have a colossal impact on its success. There are a variety of reasons why companies change their names, from shedding negative connotations of their business, to appealing to broader audiences.

In 1909, Gugliielmo Marconi received the Nobel Prize for the invention of the radio. It wasn’t until World War I, however, that the radio became a medium of mass communication. In doing so, a new method of advertising was born. According to A Brief History of Advertising in Americaby William O’Bar, “few innovations transformed the nature of advertising as fundamentally as the radio. Only the Internet would prove so revolutionary.”

A popular marketing trend is bestowing business start-ups or product lines with the names of human beings. Personal assistant apps  such as “Siri,” and “Alexa,”  for instance, can help you find the closest coffee shop or make dinner reservations, and “Alfred”–named for Batman’s trusty valet–can help you with the difficult choice between sushi or pasta for dinner.

Few letters generate more confusion than “SEO.” Appearing on the front page of Google is the stuff of online marketers’ dreams, but how to get there is a process shrouded in lore and mystery.

If you are reading this you are likely interested in starting your own business. For some, the prospect of launching a new start-up is frightening, often in a debilitating manner. Others, however, possess the drive and passion necessary to turn an idea into a reality. If you fall into the latter category, you have come to the right place.

What’s in a name? In terms of your business, it is everything. Giving your company a fresh, captivating, and electrifying name can make all the difference in getting your business off the ground. If you don’t connect with your target market from the start, you may find yourself fighting an uphill battle. You don’t have to, however.

In November, a variable who’s who in the world of business will descend upon Lisbon, Portugal for Web Summit 2016. More than 50,000 attendees will be at the event, representing over 15,000 companies from around the world. Web Summit is one of the world’s foremost business events and will feature everyone from start-up entrepreneurs to some of today’s most successful executives.

Starting a business can seem like a monumental undertaking. Breaking down the necessary steps can help you control your to-do list and prioritize your tasks into manageable chunks. Let’s start with your business name.

A company’s name is often its most valuable asset, reflecting the morals and ethics that customers are looking for. Companies that create a solid and identifiable brand identity are the ones that typically enjoy long-term success. Unfortunately, that brand identity can also become a detriment if a company is rocked by scandal or suffers a public perception catastrophe. Some brand personas can be salvaged, while others are forced to start from scratch. Can a name change get a company out from under an image crisis?

Naming your business is one of the most important activities you will accomplish as a startup business. Your business name is among your most valuable assets. It is vital that you protect it as you would any other precious possession.