If you are choosing a new name, make it Web compatible. If you don't have a logo, create one, or have someone create one for you. Your logo must present your brand name in some memorable way. A simple design works best. If you look at existing logos and trademarks, you'll see how simple most designs are.
Colors are important.
Try to pick a color palette of three colors plus black and white. Add your picture. This is especially true where you are the key element to your brand, such as real estate, insurance sales and consulting services. Adding a picture will make your brand more personal. Look at the impact of Dave Thomas at Wendy s, or of Martha Stewart.