Give a word that expresses the core of the brand. And that word is what you stand for in the market. Don’t forget to apply that to everything you do in the business. For example, your business cards, brochures, company website, etc. People should feel the “word” you are expressing through all the channel in your business. Remember, create a brand equals to give a feeling to the audience and people will come to your business even there are other companies providing similar product and service out there.