Editor's note: The marriage of technology and communication has been a boon to savvy entrepreneurs, but it's also a huge challenge for those who aren't sure how to navigate social networks. To help, Dallas-based entrepreneur and tech expert Shama Kabani is answering your questions. Email her at shama@marketingzen.com, or check out more of her advice at her online marketing company or on video.

Dear Shama,

I am now in the second decade of my business, and I feel like I need to refresh my brand. Instead of having a company name like Molly's IT Group, I should change it to Hire Me For IT Services and use this same tag for my Twitter, Facebook, and website. It tells people what I do and sets the tempo. Can you provide guidance on how effective this new branding will be in social media and overall business marketing?

—Madeline, Washington, DC

Dear Madeline,

I love a good branding question because it seems that people often overlook the importance of a solid brand. A brand is more than just about identity or design or the type of logo you use. It is what differentiates you from the competition. It is what sets you apart in the marketplace and what makes you truly memorable. So kudos on giving real thought to your brand.

That being said, I'd like you to think about the real reason you wish to change your company name. Will Hire Me for IT Services allow you to accomplish more than Molly's IT Group does? You are right that it spells out what you do, but you can do that with a tagline as well. What's the real reason here that you want to change your brand? Often, it can be tempting to make a superficial change as opposed to really digging to discover the true problem.

Could it be that the industry has evolved? That your service offering needs to be altered in order to serve clients better? I am not saying that it isn't a branding problem. I am just urging you to make sure that it isn't more than a branding problem.

As for social-media marketing and your particular brand, you must keep in mind why people use social-networking websites to begin with. It is to showcase their own identity and connect with other "people." This is why even huge companies make an effort to humanize their social-media presence by showcasing the people behind the business. A very direct or sales-oriented approach ("hire me," for example) may backfire.

While the goal of every business, of course, is to obtain customers and clients, first comes a relationship. Social media is the ultimate enabler of relationships. That's not to say that you can't build relationships with a very direct brand massage, but you will have to work harder to overcome the guard most people have up when approached. Let's imagine that you've been invited to a party. Who would you prefer to speak to? The person who has the most interesting stories about what they do for a living or the person who keeps thrusting their business card in people's hands?

New mediums, same old human rules.

Best of luck!

—Shama