There are multiple styles of naming your business.Some founders opt for creative, abstract, or descriptive names, while others choose to name their business after themselves. Think Ford, Disney, or Chanel—founder-based names have shaped some of the most iconic brands in history. But is using your own name the right move for your business? Let’s explore the pros and cons.
The Pros of Using Your Own Name
1. Personal Branding and Legacy
When you name your business after yourself, you immediately establish a strong personal and emotional connection to your brand. This can be especially advantageous in industries where trust, expertise, and reputation play a key role, such as consulting, law, fashion, and real estate. Customers feel a direct relationship with the founder, making the brand more relatable and trustworthy.
A founder’s name also carries the potential for long-term legacy. If the business succeeds, your name becomes synonymous with excellence in your industry. Just as Chanel is now forever associated with high fashion and Steve Jobs with innovation, your name could become a hallmark of quality and credibility.
2. Unique and Memorable
Many businesses struggle to find a name that stands out. Personal names often have a unique quality that generic business names lack. If your name is distinctive, it can make branding and trademarking easier compared to highly competitive, industry-generic names.
3. Establishes Authority and Expertise
In service-based industries, using your name can position you as an expert in your field. A lawyer, architect, or financial advisor named “Taylor & Associates” or “Phil Joe Consulting” instantly signals professionalism and leadership. Clients may feel more inclined to work with a business where the founder’s reputation is directly tied to its operations.
4. Flexibility in Business Focus
If you start with a niche focus but later expand, a personal name allows for more flexibility. A brand like “Phil Joe Design” can evolve from graphic design to interior design or industrial design, whereas a name like “Tech Web Designs” might limit future growth.
5. Emotional Connection with Customers
People love to support individuals rather than faceless corporations. A name tied to a real person often makes customers feel a stronger connection. It humanizes the business and can be a powerful marketing tool in storytelling, PR, and social media.
The Cons of Using Your Own Name
1. Difficult to Sell or Scale
One of the biggest drawbacks of using your name for a business is that it can be harder to sell or scale. Investors and buyers may hesitate to acquire a brand that is too closely tied to a single individual. If you plan to build a company that can operate independently of you in the future, a personal name might not be the best option.
2. Limits Team and Brand Growth
If your company name is directly associated with you, clients may expect to work only with you. This can create difficulties when trying to delegate responsibilities or expand your team. Employees might struggle to establish authority when customers assume the founder is the only expert worth engaging with.
3. Common or Difficult Names Can Be a Challenge
If your name is very common (e.g., “John Smith Consulting”), it may be hard to stand out or secure domain names and trademarks. Conversely, if your name is complex, difficult to spell, or hard to pronounce, it can create branding and marketing challenges.
4. Reputational Risks
When your business carries your name, any personal missteps can directly impact the company. A public controversy, legal issue, or even a simple misalignment in values over time can tarnish both your personal and business reputation. With a separate brand name, you have a degree of separation that can protect your company from personal reputation risks.
5. Harder to Pivot or Rebrand
If your business evolves into something entirely different, your name might no longer be a good fit. For instance, if “Jane Doe Photography” expands into videography, branding, and content strategy, the original name may feel limiting. Rebranding can be costly and time-consuming.
Alternatives and Hybrid Approaches
If you’re unsure about fully committing to a personal name, consider these alternatives:
1. Name + Descriptor
Combine your name with a descriptor that clarifies what your business does, such as “Smith Financial Group” or “Anderson Architecture.”
2. Initials or Abbreviations
Some brands successfully use initials to keep the personal connection while allowing for broader branding—think “KPMG” (originally named after its founders) or “HP” (Hewlett-Packard).
3. Invented or Modified Name
Some founders create a unique twist on their name, like “Adidas” (from founder Adolf Dassler) or “Bloomberg.”
4. Personal Story-Inspired Name
Instead of using your exact name, consider using something meaningful from your personal journey—perhaps a nickname, family name, or a word that reflects your mission.
5. Partnering with a Co-Founder’s Name
If you have a business partner, using a combination of last names or initials can be a way to maintain a personal touch while broadening the brand’s identity.
The decision to use your name in your business comes down to your goals, industry, and long-term vision. If you’re building a personal brand where your expertise, trust, and reputation are key selling points, a founder-based name can be a powerful choice. However, if you envision scaling, selling, or distancing yourself from day-to-day operations, a more flexible brand name may be a better option.
Before making your decision, ask yourself:
• Do I want my name to be permanently tied to this business?
• Will it be easy for customers to remember and spell?
• Do I plan to sell or scale the business in the future?
• Will a personal name limit my team’s growth and credibility?
• Does my name align with my industry’s expectations?
Ultimately, your brand name is an investment in your future. Whether you go with a personal name, a hybrid approach, or something entirely unique, choose a name that supports your long-term vision while allowing room for growth and adaptability.