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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.

By Rob Meyerson Edited by Dan Bova

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.

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