On June 9th, I got the email that my trademark for Atlas Financial Co was rejected.
I was heartbroken.
Yes, it’s just a name.
No, it has no effect on the services we provide.
But for over 3 years we’ve been Atlas. It was the name I chose sitting at my kitchen counter, after a 10 hour day at my old job, incredibly nervous but taking the leap.
Atlas was the beginning of a dream.
But this business is not about being “Atlas”. Quite literally it’s not, according to the Trademark Office😅
It’s about serving businesses and helping them manage their finances.
It’s about teaching financial literacy.
It’s about empowering entrepreneurs to feel confident when looking at their numbers and knowing how to use them to make better decisions.
I soon realized this is a beautiful opportunity to dig deep, get clear on who we are, and choose a name that reflects that.
We are now 1428 Financial.
Why 1428?
“Suppose one of you wants to build a tower. Won’t you first sit down and estimate the cost to see if you have enough money to complete it? For if you lay the foundation and are not able to finish it, everyone who sees it will scoff at you, saying, ‘This person began to build and wasn’t able to finish.’”
Luke 14:28-30
We’re all about having a plan for your finances, and our new name reflects that (+ for the record, no, we will not scoff at you if you don’t make a plan, but we WILL be there to help!)
I will forever be grateful for the 3 amazing years of Atlas + I look forward to many many more as 1428.
If you’re wondering what else is changing… in short, not much.
We will still be providing bookkeeping + CFO services to service providers and helping our clients feel confident in their numbers, save time, and get excited about their finances.
And a quick piece of advice – GET YOUR TRADEMARK IN THE BEGINNING LADIES AND GENTS. Save yourself lots of time + money + headache + heartache.
Looking to take your bookkeeping to the next level? Let us help!
The content in this blog post is provided for general informational purposes only and should not be considered professional tax or legal advice. The author is not a Certified Public Accountant, and no assurances can be made regarding the outcomes or consequences of tax returns, IRS actions, or any financial decisions based on this information. Readers are strongly advised to consult with a qualified tax professional or legal advisor for personalized guidance specific to their individual circumstances. The author expressly disclaims any liability for decisions made based on the information presented in this blog post.
