Sharmon S. James

Sharmon S. James sits in the same territory as many personal-name businesses: easy to file, hard to decode. By our assessment, it likely belongs to a company that depends more on the person’s own work than on a broad branded offer. That can be perfectly workable for consulting, services, or one-to-one professional work, but it gives little help to anyone trying to judge the business from the outside. In practice the name is plain and formal, and that is about all it promises. Against larger competitors, it lacks the extra layer of explanation that a descriptive company name can provide. The result is a modest, very narrow kind of identity that does little more than identify a person behind the work.