Picking a business name

[John Burtle]

What are some do's and don'ts when picking a business name?

The long term goal is to build a good online presence. 

Should the online presence/name be different than the actual business name?

is using initials a bad idea? "JDK properties" etc..

or should it be more of a catchy name?

The name/brand will be used to buy and hold properties, flip houses, and rent properties. 

I'd appreciate any advice.