Dear Brit: Should I Name My Company After Myself? In her column for 'Entrepreneur,' Brit Morin talks about her decision to name Brit + Co after herself, and advises on looking at big picture motivations when building a brand.

By Brit Morin

Opinions expressed by Entrepreneur contributors are their own.

Brit Morin

Brit Morin was 25 when she left Google to start Brit + Co, a lifestyle and education company aimed at helping women cultivate creative confidence. Now — 10 years, $50 million in funding and 1.2 billion pageviews later — Brit's passion is empowering more women to take the entrepreneurial leap. She's a managing partner at VC fund Offline Ventures, host of iHeartRadio podcast Teach Me Something New, creator of a 10-week start your own business course for women founders called Selfmade, and, most recently — Entrepreneur advice columnist. Find her here twice a month on Thursdays, answering the most personal and pressing questions of women entrepreneurs. Have a question for Brit? Email it to and she could answer it in an upcoming column!

Eponymous or anonymous?

Dear Brit: What are the pros and cons of naming my business after myself?

It's funny you ask, because I was recently interviewing fashion icon, Diane Von Furstenberg on my podcast, Teach Me Something New. I told her how I struggled over the decision to put the word "Brit" in my brand name, and how investors sometimes wouldn't participate in my financing rounds because they thought it could be dangerous if I decided to leave the company or God forbid, got hit by a bus and died. (For some reason, every investor used the bus scenario when envisioning my untimely death... ) But on the plus side, I knew that putting my name in the brand would connect my audience with me, the human, in a much more authentic way, and that could make the brand feel even more engaging than a generically named brand.

Related: Dear Brit: 'How Do I Find Customers Who Will Spend Lots of Money ...

Diane agreed, saying that when she started making her famous wrap dress, she named the brand Diane Von Furstenberg because she was the type of woman she wanted to reach. She was a mid-20 something that wanted to wear a dress that could transition from the office to a date night, and that — most importantly — would evoke confidence often lacking in women at the time. To this day, decades later and even as she's aged, she has stayed true to the original mission, and kept the brand's tone youthful. I aspire for Brit + Co to carry out the same legacy… yes, even if I one day get hit by a bus.

My business is asking the big questions like, who am I?

Dear Brit: I finally have a business idea! Now, how do I develop the brand?

My good friend Emily from the popular branding agency Red Antler is one of our guest teachers for Selfmade, the 10-week virtual startup school we host for female founders. In it, she teaches the "WHY" test. Basically, it's a method to understand the core emotional response that you want your product or service to create within your customer. This in turn helps you develop your brand voice and personality.

Here's an example: Let's pretend you make healthy frozen kids meals. Why would parents want to buy this? Because they often do not have time to make dinner — much less make it healthy. Why does it matter that their kids have a healthy dinner? Because if their kids don't eat well, they won't develop their bodies and brains to their full potential. Why does it matter that kids develop their bodies and brains to their full potential? Because if the next generation is stronger, more emotionally stable and smarter than other generations, they can collectively change the world.

Okay, you get where I'm going here. In this scenario, I might think about a brand for my frozen meals that is all about inspiring parents to pave the path for the next generation of kids who can change the world. I'd think about a name that feels lofty in this way, like Changemaker Meals. I'd tout the benefits of a healthy mind and body. I'd suggest to parents that we're doing good for the world while also saving them precious time.

It may just be a frozen kids meal, but to my customers, supporting the brand makes them feel like part of a tribe dedicated to empowering change across the world.

So try the same exercise for your business. What is the deeper "WHY" behind your solution?

Related: Dear Brit: 'I'm Freaked Out by Failure!'

Brit Morin

Co-Founder of Offline Ventures and Founder and CEO of Brit + Co and BFF

Brit Morin is a venture capitalist, serial entrepreneur and CEO, technologist, and passionate creative.

She is a co-founder and managing partner of Offline Ventures, an early-stage venture studio that invests in and incubates companies at the intersection of online and offline. As an investor, Brit is passionate about partnering with underrepresented founders and has led investments into companies such as Kindbody, Bobbie, cofertility, and more. 

Brit has built and operated successful media and Web3 companies, including BFF, an open-access community at the forefront of educating, connecting, and rewarding women and nonbinary people in crypto and Web3; and, she is the founder and CEO of Brit + Co, a modern lifestyle and education company providing classes, content, products and experiences geared towards women with a creative spirit and a do-it-herself attitude. With an engaged community of tens of millions of women per month, products distributed in mass retail stores nationwide, and millions of online class enrollments, Brit + Co is the leading destination for learning and discovery among females. Brit + Co's sister brand, Selfmade, is an educational platform that helps female founders start and grow their own businesses.

A chart-topping podcaster, Brit currently hosts the show First In Line, which connects, inspires, and empowers people by helping them see the next big trends. Previously, Brit hosted Teach Me Something New with Brit Morin. She’s also the author of the bestselling book, Homemakers: A Domestic Handbook for the Digital Generation and has been regularly featured on Good Morning America, the Today Show, Live with Kelly & Ryan, Rachael Ray, and more.

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