Should My Business Name Be My Name (Or Something Else)?
Some people have their dream business name picked out before even starting the business. But for the rest of us, coming up with a name can be challenging. Almost debilitating! I’ve seen so many entrepreneurs put off making their business legit until they come up with just the right name.
Or, they throw their hands up and name their business after themselves.
There’s nothing wrong with Meg Brown Consulting or Photography by Meg Brown, but isn’t that a little boring?
Versus Nutmeg Media or MegaBug Photography?
When it comes to naming your business after yourself, I think it depends on the situation.
Do you have a storefront?
If yes, and you buy products at wholesale and sell them retail, then you really should have a clever name for your business.
When choosing your storefront’s name, think about what you sell and your target market. My friend, Paige recently opened a pet boutique that she named Tailswag. Her target market is millennials and Gen X’ers who treat their cats and dogs like children. They want to accessorize their pets (give ‘em some swag!), gift them high quality, made in the USA toys, and have the disposable income to do so.
“Swag” appeals to them because it makes them feel like part of the cool crowd, and it implies that Paige sells accessories and other products for animals, “tail.”
Consider what you do
Branching off the thought above, think of your offer as well as your target market.
If you are a corporate consultant to Fortune 500 companies, you’ll definitely want to keep your business name simple and professional. In this case, Meg Brown Management Consulting would be a better choice than Miss MegaBug Management Consulting.
However, you could also choose an object or location for a name. Such as Nutmeg Management Consulting or White Mountain Management Consulting. Just make sure your name includes what you do, in this case management consulting.
If you’re an online business owner like me and sell online courses or one-on-one services, you may want to use your name. (Think Marie Forleo.) After all, you are your brand. If that’s the case, be sure to read “how big do you want to get?” down below.
Think about your marketing
Do you want to have a personal Instagram account (and other social media accounts) and a business Instagram account, or do you want to combine them?
(If you just want a business Instagram account, this point is null and void.)
I like simplicity, so I only have one Instagram account. So yes, my business is named after me, but it’s my nickname that most of my friends know me as. (Click here to read more about my brand and why I’m Miss MegaBug.)
Note that I do I sell a service and online marketing courses. If I were to sell a product, I’d for sure have a separate profile for my business.
How big do you want to get?
Even if you’re a one woman show creating a product or you offer an in-person service like hair styling or massage, your offer could eventually grow to have staff and even exist without you. Ben & Jerry’s is owned by Unilever and neither Ben nor Jerry are directly involved in operations.
If you sell online courses and become widely known, it is easier for people to search for you by name. Especially since you are the one teaching and your brand is based on you. No staff member or company could replace you.
A clever way to get around this is to use a nickname like I did. ;)
But I’m still not completely sold on this. Foodtography School has a clever name and people seek out this food photography course without knowing the name of its creator. (It’s Sarah Crawford, by the way. And her courses are awesome!)
While you can always change your business name down the road, it’s best to nail it from the very beginning to build that brand awareness. So, if your business hit it big, would you be happy with it being nationally and maybe even internationally by the name you choose?
Okay, so what should I do???
Personally, I don’t think most business owners should name their businesses after themselves. Finding a separate name - even if it’s your nickname - is more memorable.
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