If you’re about to launch a digital business — a course, coaching offer, or online store — you’ll eventually face the naming question:
Should I use my personal name or create a separate brand?
It’s not just about aesthetics or personal preference. Your decision affects everything from your legal protections to your business growth.
Pros & Cons of Using Your Personal Name
✅ Pros
● Builds immediate trust and personal connection
● Ideal for coaches, therapists, freelancers, or consultants
● Flexible if your services evolve
❌ Cons
● Harder to scale, delegate, or sell later
● Relies heavily on you being present
● May conflict with other names already registered
Pros & Cons of Building a Business Brand
✅ Pros
● Easier to grow a team, license, or eventually sell
● Looks more professional and polished
● Brand can exist with or without you
❌ Cons
● Slower to build audience connection
● Requires upfront investment in branding
● Legal name searches and registrations needed
Ask Yourself These Strategic Questions:
● Do I want the business to always be about me?
● Am I building something scalable or highly personalized?
● Is my name easy to remember, spell, and pronounce?
● Is the brand name I want available as a domain and on social?
Legal Considerations
● You can still trademark your personal name if it meets the requirements
● Do a USPTO search before launching a business brand name
● Secure domain names and social handles as early as possible
● Add your brand to contracts, site footers, and terms of use
Building a business isn’t just about picking a name — it’s about protecting it.
Download the Legal Self-Audit Guide to check if your personal name or brand is legally
secure, trademark-ready, and built to scale.
👉 Don’t guess. Make the right move now — before someone else claims it first.
