Know-How Exchange : Taglines/Names

I'm not a branding expert, I'm a telemarkting guy, but it seems to me that it's a bad idea to choose a name which will limit your future choices. For example, if you choose a name which communicates incredible benefits from working with a husband and wife team, what you you do if the company grows, and everyone wants to work with that team?

Also, over the next five years, you may very well branch out into other areas (web development, podcasts, video production, technical writing, who knows?). It would be a real shame if, in two years, after working hard to build your brand, you had to turn down a potetial business partnership with a complementary marketing professional because 1) they were not a part of the husband and wife team, and 2) their skills did not match your company name and tag line.

I'd rather introduce a company with an acronym, and have everyone ask what they do, then introduce a company with an old name no longer matching their capabilities, have most qualified prospects say, "we don't need that", and spend time explaining that the company no longer matches the old name.

I'm personally thinking of changing the name of my marketing company to "Krehbiel, Krehbiel, and Fitzgerald" - because it conveys a professional image and the synergy of experts without limiting my future choices.