In many ways, your brand identity is just as important as the products you sell—so much so that up to 77% of consumers say that they make purchases based on brand names over product names. With that statistic and mind, think about the people to whom you want to sell your product or service. What are their values? Do they prioritize affordability, sustainability, efficacy, luxury, or something else? By taking the time to better understand your target demographic, you can find ways to communicate with them via your business name and overall brand identity.