Rumpelstiltskin was a man who knew the importance of a name. He had many talents. He could spin straw into gold and one day he offered to help a poor millers daughter being held in captivity. However, he had a few strings attached. She could use his services just not his name. As long as he controlled the use of his name he retained his power. You should always protect your identity in your personal and business life. In business, you do so by having a trademark. You can get a trademark for around $300. Trademarks protect names, symbols, words and logos that distinguish your business from other businesses. You’ll have to first do your research to make sure that the name isn’t already taken. I’m in the process of applying for a trademark. Once I finish the application process, I will blog about the wait time and response I receive. There are several sites on-line that offer you trademarks but in my opinion it is safer to go to U.S. Patent and Trademark Office. As for Rumpelstiltskin, his empire crumbled with one word from the millers daughter, “Rumpelstiltskin!” I guess he should have had a trademark.