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Should You Name Your Business After Yourself?

Should you create a new name for your business or brand or use your personal name? Here are five scenarios in which it makes sense to go with your personal name.

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Back in February, I wrote an article about whether to use your own name for your business (or product) or create a new name. I presented five reasons to take the latter approach—creating a new name—including the appearance of scale and an opportunity to express relevant ideas through the name. But I was careful to state in the opening paragraph that "either path can work, and deciding which is right for you depends on a range of personal factors." As a counterpoint to my previous article, I've listed five scenarios below in which using your personal name may be the wiser path. At the end of the article, you'll find a table that summarizes some pros and cons of naming a business after yourself versus creating a new brand.

When you're already famous

Granted, Kim Kardashian and Tiger Woods probably don't need this advice, but you need not be a global to have a name that means something to your prospective customers. If you're well known or you've built a following in your niche or neighborhood—or if you can trade on the reputation built by past generations of your family—using your own name may provide a shortcut to success.

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