Mark Grainger, brand copywriter.When Hollie Arnett started out freelancing, she decided to give her hand lettering business a name.

I launched my business as Black and White Studios.

Now, the most terrible name of all time.

[laughs] It was really bad.

Like, it served its purpose, and, like, my hand lettering work was mostly black and white.

But it became a problem because I was just coming up in results for, like, black and white photography.

People were saying they worked at my company, 'cause there were so many other companies called Black and White something, like on LinkedIn.

One, will your chosen business name stand out, or will it clash with other similar businesses? Two, if your business name is based on what you do, what happens if you pivot away from that service? These days, Holly has two business names for the two strands of her work, coaching on the one hand and designing as a service on the other.