With a personality, you’re more memorable than bland competitors.
Stand for something that will set you apart. Stand for something specific (not something vague like "quality") helps your company say “So what?” to all the competition.
Be faster, longer-lasting, more traditional, more fashionable, more child-friendly, organic, more international, etc. When you put this difference front and center in your company name and tag line, you become the best and possibly even the only choice for your target market.
Take a listen to this episode of iPix Brandcast w/Dr. Ande to learn more.