Using your name vs. a unique name for your business
It depends on your long-term goals, industry, and personal brand strategy. Here’s a few pros and cons of each approach:
Using Your Name (Jane Doe Design Studio)
✅ Personal Brand Strength – If you’re the face of the business, this builds trust and recognition for yourself.
✅ Easier Authority Building – Great for personal services (consulting, coaching, design, medical fields).
✅ Flexible Offerings – You can pivot your services without rebranding.
❌ Scalability Issues – If you plan to grow beyond yourself (team, agency, resale), this can be limiting.
❌ Resale Value – If you ever sell the business, a personal name may not be as attractive to buyers.
Creating a Unique Business Name (e.g., Lunar Design Co.)
✅ Scalability – Easier to expand, bring on partners, or sell the company.
✅ Memorability & Branding – A creative, catchy name can stand out more in a crowded market.
✅ Professional Appearance – Some industries (tech, e-commerce, agencies) expect a non-personal brand.
❌ Takes More Effort to Build Recognition – You’ll need to establish trust and brand authority from scratch.
❌ Domain & Trademark Challenges – Finding an available, unique name can be tricky.
Best of Both Worlds?
Some businesses mix both, like Doe Creative Studio or Jane Doe & Co., which offers a personal touch while allowing room for growth.
Final Decision?
If your brand is highly personal (coaching, consulting, speaking, etc.), your name might be best.
If you plan to scale, sell, or create a standalone brand, a unique name is the way to go.
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