Alexander Abramson June 2018

Your Business Matters • (407) 649-7777 June 2018


Ed Alexander

Greetings! I’m Ed Alexander, attorney and founder of Alexander Abramson, a law firm that focuses exclusively on business-related legal matters. Fromour team, I’d like to welcome you to our monthly newsletter. It’s a pleasure to have you as a reader, and we hope you will share this newsletter with friends and coworkers. In this first edition, I’d like to introduce you to our team at Alexander Abramson. My fellow attorney, Suzan Abramson, joined the firm in April 2016. We have represented small businesses in corporate, business, and commercial law, securities, and technology and intellectual property licensing. We also handle stock-option plans and partnership, operating, shareholder, and employment agreements. Behind the scenes are Kim Tupper, my legal assistant, Nick Rich, my marketing coordinator, and Faith, the firm administrator and my wife. They ensure that the firm runs smoothly and that information (like this newsletter) gets to you, the reader. We’re a small firm, but we strive to create a wonderful client experience by listening and communicating, consistently meeting deadlines, and being upfront about our pricing and services. We don’t do business with your company , we do business with you , the business owner, and we want you to know that your most valuable investment is in good hands. We look forward to building our relationship. Again, thank you for reading!

WHAT KIND OF PERSON IS YOUR BRAND? H ow to M ake an U nforgettable I mpression

“What’s in a name?”is perhaps one of the most memorable Shakespeare quotes. When he penned this line in“Romeo and Juliet,”I’m sure he didn’t mean for it to have direct applications to branding in the 21st century. But there is perhaps nothingmore important to your company than its name. The name of a business is somuchmore than just its identifier. It carries a distinct persona that elicits an emotional reaction. It implies an experience. It invites interpretation and judgment. The way your name is regarded should stem from a precise interaction with the paradigmof the potential customer (a fancy way of saying it should be controlled by you rather than left to chance). The good news is that this interaction can be shaped andmolded to fit the very goals your company aims to achieve. That’s where branding comes in.


Picture your company as a person. What does that person look like? How do they present themselves to the world? How do they speak? How do other people interact with them? Branding encompasses all parts of your business andmakes it available to the public. But just as humans canmake a bad impression, so can corporations. Bad brands ignore two crucial parts of branding:

1. The Nitty-Gritty Details

Brands need to approach every detail of their company with careful attention. Let’s continue to use the analogy of your brand as a person, only now they’re going on a date with a potential consumer.

- Ed Alexander

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