Should you name your business after yourself?

COPIED

mins

HOT TOPIC

Should you name your business after yourself?

Should you put your own name front and centre of your business, or does building a brand with its own identity make it more scalable and saleable?

When it comes to setting up a business, deciding on a name is one of the biggest choices to be made. Your business name sets the tone for your brand, communicates your values and personality, and influences how clients perceive and remember you. It can be the difference between fading into the background and building instant recognition. But should you lean into your own identity, or create something entirely separate? Three business owners discuss the pros and cons of naming your business after yourself.

Laura Lopez, owner of Lumina Beauty, Whittlesey

I think it really depends on the long-term vision for the business. If you’re building a personal brand where clients are buying into you as the expert, then naming it after yourself makes sense and can help build strong personal recognition.

However, if the goal is to grow a team, expand services, or eventually step back from day-to-day management, then creating a business name with its own identity can give you more flexibility. It allows the brand to stand independently, makes it easier for clients to connect with the business as a whole rather than just one individual, and can also add value if you choose to sell or franchise in the future.

For me, it comes down to whether you want the business to always revolve around you personally, or whether you want to build something that can thrive without you at the centre.

When it came to naming my business, I wanted something that captured my belief in enhancing natural beauty and helping clients feel radiant. Lumina means light and glow, which felt like the perfect reflection of what I want people to experience when they visit me – leaving with confidence that shines from within.

Lisa Johnston, owner of Lisa Johnston Nail Artist, Yarmouth

I initially chose a name for my brand and created all that I needed to launch. I’d checked and there wasn’t another business of the same name locally so I thought it was safe to proceed. Then, to my disappointment, shortly after, the same name and some very similar branding was used by another nail tech who was in relatively close proximity to me.

I took my time and thought about the best way to proceed; as the name wasn’t registered it didn’t belong to me and wasn’t trademarked, which meant it could be used by anyone. I looked ahead and saw the possibility of confusion for clients in thinking they had contacted one tech while actually booking in with the other.

As it was so early in my nail career, I decided to switch and use my own name – because if I chose another company name, the same might happen again.

I think the negatives of using your own name are that if, like me, you are new to the industry, it can take a while to build your reputation – which I appreciate could be the same with a new salon name. On the flip side, building your brand using your own name feels so exciting as it really is all “yours”.

I can definitely see pros and cons for both, but in hindsight, I feel that changing to my name and restyling my brand really was the best thing. As I specialise in offering one-to-one services, using my name reinforces the personalised aspect that I offer. My clients all value and appreciate this and it has now become my USP.

They say everything happens for a reason and in this instance I truly believe this to be the case. I’m so pleased I had the opportunity to re-think and change so early on.

Chantelle Souness, owner of Tilly’s Skincare & Beauty, Plymouth

When I first named my business, I chose Tilly’s Beauty Rooms. At the time, I was moving on from a salon where it wasn’t encouraged to tell clients where you were going. Using my nickname meant that existing clients could still find me easily, especially as “Tilly” is a little more memorable and distinctive than some other names. It was important to me that clients felt reassured they were booking in with the same person they already knew and trusted.

Over the years, my business evolved and so did the name. After Covid, I went from a team of four down to just myself. That shift gave me the opportunity to refine what I offered, with a stronger focus on advanced skincare treatments.

I rebranded to Tilly’s Skincare & Beauty to reflect that direction while still keeping my name at the heart of the business.

I’ve never regretted using my own name. It has allowed me to build a personal brand where clients immediately know who they’re coming to see. It also makes recommendations feel more natural – people simply say, “go to Tilly’s”, and that word-of-mouth connection is very powerful.

That said, there are some considerations. When a business is tied to your name, it’s harder to step back or bring in a team without clients still expecting you personally. It can also make it tricky if you ever wanted to sell the business in the future, because the identity is so closely linked to you as an individual.

Overall, though, I feel that choosing my name gave me flexibility and a strong foundation. It’s grown with me, adapted as I’ve shifted focus, and it continues to reflect the personal, client-centred approach I’ve always wanted my business to have.

Would you like to appear in an upcoming issue of Professional Beauty? Make sure you’re following us on socials so you can stay up to date with our Hot Topic discussions.