CRAIG SCHAFER

CRAIG SCHAFER sounds like a proprietor’s name on a company that trades on personal reputation more than on brand fiction. By our assessment, that makes it fit the world of advisory work, small professional services, or any business where the person behind the name matters as much as the offer. Its good point is plainness: it is easy to file away and hard to mistake for something flashy. The limit is just as plain, because the name itself gives no clue about what line of work it belongs to. In use, it feels spare and conventional, the kind of label that leaves the actual service to be discovered elsewhere. Compared with a descriptive business name, it is less helpful at first glance and more dependent on trust already in place.