Your name is your brand. Your name carries a certain understanding of credibility, of what you stand for and who you are. Have you develop that brand? That s what makes Nike's logo valuable. Google's logo is valuable. And that's the intangible goodwill that a company's built up by just being deliberate about their marketing their messaging, their product decisions, how they show up in the world. That's the thing that Richard Branson taught me that was not obvious to me in business. It's not about the profit, it's about what you stood for.