What's in a name?

New year, new start and all that. 
Over the Christmas holidays and festivities I've had the time to catch up with friends and family. Various conversations started with "How's the art going Lou?"  
'Jolly well thanks', but hang on, they all said "Lou"…mmm that's got me thinking. 
Everyone calls me Lou.
 Or Lu. Or Lulu. 
Even my Mum calls me Lulu. 
  Hardly anyone calls me Louise. Even my  sixth form students, when wanting to be a little less formal,  but not too disrespectful, have taken to calling me "Mrs Lutes".
So why am I officially known as Louise Luton when it comes to being an artist? And should I consider changing it?
I think that Lu Luton looks a bit neater than Lou Luton. 
This might also be more memorable for people and easier to look up.
LuLu Luton might be fun but could be problematic. Potential customers and fellow artists might ending up typing in far too many "Lu"s whilst trying to find me over the tinterweb.  Lulululuton. Who knows where it might end!

We all know that Branding is really important, but surely my name is only a tiny part of my brand. 
What do you think? Have you changed your name in business because it sounded better? Alternatively have you stuck to your true name, because there is value in  being truthful in business?
Should I change?
Would it be more memorable?
How much of a difference would it really make?
You comments would be valuable to me.

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