One of the biggest challenges of starting any new enterprise revolves around the most basic and essential factor of business--the name of your company. It requires you to know your own ideas and goals, as well as your target audience and customer, far ahead of time.
It can be tricky in the beginning, because not only do you have to take into account everything that you want to accomplish with your company, but you also factor in how people might possibly react to your brand, and maybe more importantly, how you'll be able to process said reactions. If you present your brand and aren't solid on what it is or what it means, you're going to have a hard time defending it or having to explain it on a regular basis, so it's best to choose something that you believe in and can stand behind.
