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The name game! When you are your own self publisher, you get to create the name you will publish your books under. Be sure to choose a memorable name that your readers can relate to and remember when they want to buy additional copies of your book.
*It is best not to name the company after yourself, it is better to choose a name that has something to do with the type of books you'll be writing, such as "Golden State Press" if you are writing books about California.