BRANDING-Should you use your name in branding your REI company?

[Raymond E. Hopkins]

Good evening,

I am currently looking to start setting up my small operation for its future success! Part of doing that will be getting all the proper paperwork filed, setting up website, and activate marketing campaign. To do this I must decide on our brand. I have it narrowed down to a few choices, but I pose the following question to my REI peers.

When naming/branding your REI company should you use your name or part of your name?  Either way, what do you believe the advantages and disadvantages would be? 

Thank you for your input.