This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

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.

By Rob Meyerson

Opinions expressed by Entrepreneur contributors are their own.

Back in February, I wrote an article about whether to use your own name for your business (or product) or create a new brand 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 celebrity 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.

Editor's Pick

Related Topics

Living

Discover Your New Favorite Show or Movie with This App, Now $39.99 for Life

Think of this app as your very own, personalized guide to streaming film and TV.

Business News

McDonald's Is Making a Major Change to Its Burgers in 2024

The beloved Big Mac will also be getting a big makeover.

Thought Leaders

3 New Ways to Develop Laser-Like Focus

To boost focus in the face of distractions, you need a new approach to success.

Growing a Business

Serial Entrepreneur Turned VC Reveals 4 Numbers You Need to Know to Scale Your Company

If you're looking to attract investment or simply seeking to scale your business, there are four key numbers you should use as your guiding light.

Business Ideas

55 Small Business Ideas to Start in 2023

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2023.