The name, logo, and branding of your identity means a lot. Although the service you provide will likely matter more than these things, you need to be aware that

The name, logo, and branding of your identity means a lot. Although the service you provide will likely matter more than these things, you need to be aware that a customers first impression of your company is huge. I find it so odd that all of these companies have names that tell you nothing about the business. Welcome to swaply, we sell insurance. I always have thought that your business name should give some information relating to what your business does. 'Swaply Insurance', slogan here. You instantly know what they are about.