When putting up a website for the business, it is needed that the brand name be appealing and really consistent. It is up to the website development and web design for this to be accomplished. Hence, it is the job of the web developer to create a singular brand name that will be put on all the search engines. This is also to ensure that there are no variations.
Not only that, the brand logo and name must be consistent throughout. This lessens the possibility of confusion with other big brands. This also narrows down the issue of consistency. It is expected that the company keeps on monitoring the users and the like.