What’s in a Name?
I wish my name was Brian because maybe sometimes people would misspell my name and call me Brain.
That’s like a free compliment and you don’t even gotta be smart to notice it.
~ Mitch Hedberg
All joking aside, deciding on a business name deserves some serious contemplation.
You would never have a baby and say, “I couldn’t think of anything else, so I guess this name will do”. Take some time to really consider what name you want to represent the work you do.
When considering your business name, your first decision needs to be, are you going to be a personal brand (using your own name), or are you going to have a business brand (using a business name)?
Each offers some benefits and challenges which I’ve outlined below. Take a read through and see what feels right for you.
Just Personal Name
Example: Jillian Bromer
Pros
- No name registration needed
- You ARE your brand
Cons
- Will always need to explain to people what you do
- May not appear as legitimate
Personal Name + Descriptor
Example: Jillian Bromer Counselling & Consulting or Jillian Bromer Health Services
Pros
- You ARE your brand
- Introducing self = introducing brand
- Makes it easy for people to know what you do
- Can add “& Associates” in the future without having to change your branding
Cons
- Known that your business is just you
- Depending on future growth, could be limiting
Business Name
Example: Gentle Mist Counselling Services
Pros
- Can appear to be larger than one person
- Can have employees under business name w/o changes
- Business can be sold in the future and still run without you
Cons
- Have to educate public to connect you with your business
- Have to find name that cannot be misinterpreted
- Unless incorporated can still only take payment in personal name
When choosing a name, ask yourself these two questions:
1) Does this name represent what you want to do now?
2) Does this name represent where you see yourself AND your business being in the future?
Action Item:
- Share your Business Name with the group if you already have one.
- Share the options you’re considering if you haven’t decided and ask for feedback.