An author name is a brand, of course, and traditional publishing has a long history of strategic pseudonymery. Names or initials might make a writer sound more exciting, more serious, more like an already famous author (JRR Tolkien and George RR Martin, anyone?). Androgynous names might do you favours if your readership is gender sensitive. A new surname might put you at a more visible part of the bookshelves or next to giants of your genre (George RR Martin again).
More Q and As from Roz Morris at Nail Your Novel