Getting your business name right is important for several reasons — like the fact you’ll inevitably have to say it and write it many times over its lifespan.
Your chosen company name is also the first impression many customers will have about your brand and offerings. A good business name can be enough to attract a curious customer walking down the street or browsing online. A bad business name can confuse or repel customers, in the worst cases even causing them to choose a better-named competitor.
Finally, it’s important to nail the name of your business for logistical purposes. Accidentally naming your company something identical or highly similar to an existing entity can cause confusion — or even a copyright infringement suit.
One common question entrepreneurs inevitably ponder while trying to name their business is whether they should just name it after themselves. Keep reading to learn more about the potential pros and cons of naming your company after yourself.
Pros of Naming Your Business After Yourself
What are the potential advantages of deciding to call your company by your name?
It’s a straightforward way to settle on a name.
Deciding on a name can be an intensive process. Some entrepreneurs even end up having to pulling in focus groups to test out various names and going through several rounds of revisions. Making your moniker your company title allows you to bypass the back-and-forth, potentially getting up and running faster — and with less of a hassle.
Your brand may seem more personal or homegrown.
As one expert writes for Harvard Business Review, naming your business after yourself can make it seem “more personal or familial” to people. If personal touch is part of your branding, this may play well with your target audience — making them feel like they’re truly part of your company’s inner circle. Similarly, a family name-based business name tends to give the impression that tradition and caring relationships are priorities.
An unusual name can set you apart.
If your name is particularly catchy, relevant, or rare, these qualities can help set your business name apart. It may also make it easier when you’re buying a business name, as there will be fewer competitors for trademarks and domain names. Creating an unmistakable brand is an important part of marketing.
Cons of Naming Your Business After Yourself
As many possible upsides to naming your business after yours truly, there are also potential downsides to ponder before making a decision.
The average person probably lacks an immediate association with your name.
As special as your name is to you, most people likely lack an association one way or another with your name. To strangers, your name has no meaning. This could represent a missed opportunity to brand your company in a more evocative way — one that helps even strangers get a sense of what your company is about at first glance.
Names are not always memorable or unique.
Many names are essential a dime a dozen. While they function perfectly well as surnames, they do not necessarily work well for business names in terms of “pizzaz.” It may even be difficult to secure trademarks and buy domain names if you’re competing against a pool of others with the same title. In cases like these, self-titling your business may be simpler, but less impactful.
Only you can decide whether to forge ahead by naming your business after yourself or by taking your brand in a different direction. Keep these pros and cons in mind when you’re deciding how to best title your company so as to position your brand for success in its niche.