Reading the MOZ survey top tips.
It still seems best to have your primary Category in the real Business Name. If you re-brand do it properly:
Website and Blog
Let Google fond your new name and change the Google+ search result.
Either they will email you and change the Places name or you can do it when the search Google+ page shows the new Business Name.
NAP, business name, address and primary phone no consistency across the internet. Spell out your address in full, Google may abbreviate in search. Check your address by navigating by town, street then house no to your location in Maps without using the business name. If there is no Address entry for you location in Map Maker add one and position the red pin in your boundary to get a good Streetview picture. Make sure if a retail or service desk location open to the public that a store front image is visible in Streetview or add one with location markup to Places and your website and blog. You can add freephone nos as secondary nos on Places, website and blog. I would avoid them in their party entries as a primary no. Also avoid yellow pages type tracking nos like the plague and if you have any get them physically deleted.
Try to get good citations, major listings, business area and if Local then any nearby BBB or local paper directories.
Use your + Profile for networking if a business owner or name principal. Make a weekly Post to a + Brand or + Local Business page to engage with your customers. A Page is a good place to make offers or have promotional events for customers. Posts are as valuable as hard to retain reviews to show positive customer engagement.
Be subtle with reviews. Where customers found you is the best place for them to leave reviews. Simple English with one mention of your Christian name and a Category. Where they are new to Google Plus you can guide them on their own internet connected device to make a + Profile and make a few local reviews of eateries say before leaving a review for you later on. Only garner a trickle of reviews consistent for your business Category.
Be active on relevant Google Communities making Posts of interest, shares with pertinent comments, + 1 posts and Comments. The aim is to engage and get +ed as a topic expert.
Good luck with Google in the next year.
Cheers. Andrew. #localsearch #places #googleplus