Explore the blog:

Personal Brand vs Business Brand Name – Which Should You Choose?

Share on:

Updated April 20, 2024

Note: This post may contain affiliate links; we may earn a commission (at no additional cost to you) if you make a purchase via our links. See our disclosure for more info.

Have you ever considered using your own name as your business name? Using your name can give your business a personal touch and build trust. However, it may also come with some challenges.

In this post, we’ll unpack the pros and cons of using your name as a business name. Whether you’re just starting out or thinking about a rebrand, stick around; we’ve got real examples and practical advice to help you make this critical decision for your blog or business.

What is the difference between a personal brand vs a business brand?

Before we get into the pros and cons, let’s define a few things…

What is a personal brand?

A personal brand revolves around an individual’s identity, skills, and persona, shaping how they are perceived professionally. It’s deeply personal and often tied to one’s name, face, and personal story, emphasizing attributes like trustworthiness, expertise, and personality. 

This type of branding is common among entrepreneurs, freelancers, and public figures, where individual reputation directly impacts professional opportunities and relationships.

Some examples of well-known personal brands include Taylor Swift (musician), Rachel Ray (chef), Gary Vaynerchuk, (entrepreneur), Simon Sinek (Author), Bill Nye (Scientist), and Amy Porterfield (Marketing Professional). 

You don’t have to be a celebrity to have a personal brand, though. I look up to and admire XO Macenna (YouTuber), Katie Goes Platinum (Blogger), Jessica Stansberry (Content Creator), and Rachel Wojo (Christian Speaker/ Author), among many others!

What is a business brand?

A business brand, on the other hand, is about a whole company or organization. It focuses on creating a group identity that shows what the business stands for and offers, such as its values, products, and services. While personal brands are all about the person behind them, business brands aim to connect with many people by meeting the customers’ needs and wants. This makes it possible for businesses to grow and scale the company even without their original founders.

Examples of online businesses include Apple, Amazon, Google, StellarWP, SEMrush, etc.  

While those are larger companies, this can also apply to content creators and online businesses too. Examples of successful content creators who use brand names include Think Media, Living Well Spending Less, The Life Coach School, Making Sense of Cents, and others.

When it comes to naming a business, there’s really no one-size-fits-all answer. Using your own name might be perfect for some but not suitable for others. The key is knowing when choosing one over the other might be better. So next, let’s take a closer look at the pros and cons of using your own name.

Pros of Using Your Name As The Business Name

A personal brand establishes you as an expert.

Using your name makes it easier to leverage your personal reputation and can establish you as an expert in your field. 

A business or blog named after its founder can convey a sense of trustworthiness and accountability. Customers may feel a more personal connection, knowing there’s a real person behind the brand. 

This can especially benefit professionals like consultants, lawyers, doctors, or artists. 

A personal brand name is timeless. 

Your name will likely be the same today and in the future, regardless of what products or companies you associate with, promote, or sell. This means your brand can evolve with you as you evolve as a person, making it easier to pivot/ change directions without needing to start a new business from scratch. 

Building a personal brand allows you to leave a legacy. 

Naming a business after yourself can also create a lasting legacy, carrying your name and influence through the generations. Walt Disney, Martha Stewart, and Charles Schwab are great examples of legacy personal brands.

Using your name can simplify marketing. 

If you are already well-known in your industry, using your name can reduce the need for extensive awareness campaigns, accelerate customer decision-making due to built-in trust, and enhance your personal brand with every business success. This approach not only fosters faster customer conversions through direct referrals and word-of-mouth but also adds authenticity to your brand, making it more relatable and approachable.

You can use your likeness to capitalize on new opportunities. 

If you build a successful personal brand, you can extend your influence across other business ventures, as many athletes and celebrities do. Jessica Alba and Jennifer Garner have done with their businesses, The Honest Company and Once Upon A Farm. You can also see this 

Cons  of Using Your Name As The Business Name

You’re forever the face. 

While being synonymous with the business has its perks, it also means you’ll always be tied to its identity. Your personal and professional lives may become more intertwined, reducing personal privacy and making it challenging for others to take over leadership roles. 

When you’re the brand, the blog or business can be harder to sell. 

You may be excited about this business venture now, but what about 20 years from now? Do you still want your company’s success to be dependent on your involvement or reputation? A business that carries a personal name might be harder to sell or expand, as the brand identity is closely tied to the founder. Potential buyers may perceive that the business is too reliant on the founder’s personal reputation.

One misstep can impact your personal and professional reputation. 

When your business carries your personal name, the distinction between your private life and your professional endeavors can become blurred. This means that your personal actions, decisions, and even off-the-cuff remarks can significantly impact how people perceive your business. A public misstep or a controversial opinion shared on social media could affect customer trust and loyalty, potentially harming your business’s reputation and profitability. Maintaining a professional demeanor in all public and online interactions becomes crucial, as every aspect of your personal behavior reflects directly on your business. 

There may be issues with how others perceive, remember, or spell your name.

 An unusual or hard-to-pronounce name might hinder brand recall or expansion into broader markets. And a name that is common may not be memorable enough. If you have a common name, you have to modify your name, like Katy Perry. Her real name is Katheryn Hudson, but since there was already a famous Kate Hudson, she had to come up with a different stage name and market that instead.

You’ll have to manage customer expectations. 

Customers might expect direct contact or service from you as the owner, which can become impractical as the company grows. A good example of a personal brand that pivoted is Dave Ramsey and his company, Ramsey Solutions. Dave started as a radio personality; as he got older and closer to retirement, he had to intentionally bring in younger personalities so he could effortlessly transition out of the business.

So What’s Next?

After reading this post, I hope the answer to whether or not you should use your name as a business name is clear. 

If you are ready to purchase your domain name, read this post next: How To Choose The Perfect Domain Name For Your Blog Or Online Business. We outline everything you need to know, including how to decide on a website name, how to choose a name that won’t get you into legal trouble, where and how to buy your domain name and more! 

Share on:
About the Author

Katy Boykin is a WordPress website designer, marketing strategist and CEO of DIY Dream Site. She and her team have helped hundreds of business owners launch scroll-stopping websites, rank on the first page of Google for targeted keywords, grow engaged email lists on autopilot, create digital products that sell like hotcakes, and book dream clients! Want to create these same results? Shop now or hire us.