Bjorn J. Erickson

Bjorn J. Erickson has the feel of an individual professional practice, the sort of name that could belong to a consultant, lawyer, adviser, or other sole operator. By our assessment, it is straightforward and personal, which can be a strength in fields where the person is the brand. The downside is that it tells you almost nothing about the actual line of work, so context has to come from elsewhere. In use, the name feels quiet and matter-of-fact, with none of the polish of a larger firm. Compared with a branded company, it is more intimate and less informative at the same time. That makes Bjorn J. Erickson suitable for someone selling expertise under their own name, and much less useful if you want an obvious corporate identity. The whole thing lives or dies on the reputation attached to the person behind it.