I heard once that the most difficult project a graphic designer can face is his own branding.
This occurs because you must to deeply know yourself therefore having a clear idea of the message you want to deliver, or how do you want to be seen.
I definitely agree with the person who said that.
Mermelada de Sesos (which is Brain Jam in Spanish) has been my profesional nickname for about five years.
I love the name and what Mermelada de Sesos represents. Little by little, it became a meaningful well known name. The brand is really easy to remember in Spanish and it is quite funny to see how people reacts when they ask me about it.