October 23, 2021

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Ought to You Use Your Personal Identify or Create a Model Identify for Your Enterprise?


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Opinions expressed by Entrepreneur contributors are their very own.


A good friend and ex-colleague of mine lately left her full-time job and began freelancing as a model marketing consultant. Like every freelancer in search of new enterprise alternatives, she deliberate to create an internet site showcasing her previous work and detailing her capabilities. However first, she needed to reply a crucial query: Ought to she create a brand new model identify to signify her enterprise or just use her personal identify? Since I run a model consulting company with one full-time worker (me), she requested for my recommendation. It doesn’t matter what sort of freelance work you are doing – from model marketing consultant to bookkeeper – it is a query you may must reply. Utilizing your private identify means presenting your self as a person contributor and maintaining the concentrate on you. Developing with a model identify, however, would require a radical naming course of and can create some “daylight” between you and the enterprise. Both path can work, and deciding which is best for you is dependent upon a spread of private components. I’ve outlined 5 causes under to take the primary method: creating a brand new model identify in your freelance enterprise.

A model identify suggests scale

Up to now, many corporations took on their founder’s names. Suppose Lipton, Ford, or Charles Schwab. However these corporations’ modern-day counterparts usually tend to develop distinctive model names like Starbucks, Tesla, or Robinhood (For the file, Starbuck is a fictional character from Moby Dick, Nikola Tesla died 60 years earlier than the founding of Tesla Motors, and it is unlikely Robin Hood was an actual individual, a lot much less had any involvement with the monetary companies app.). Due to this shift, a novel model identify, quite than a founder’s identify (i.e., yours) can create an impression of a bigger group, which means extra breadth and depth.

In the event you’re pondering, “However I do not need anybody to suppose I am a couple of individual,” do not underestimate the drawback solo freelancers can face in aggressive conditions. Keep in mind that individuals who’ll by no means meet you – whether or not they’re decision-makers or procurement personnel – could also be making judgments based mostly in your identify alone. For instance, think about having to pick out one of many following model consultancies: Catchword, Lexicon, or Sally Flakowitz. The non-public identify creates a clumsy, apples-to-oranges scenario you are most likely higher off avoiding.

Associated: Why Model Identify is Vital for Begin-Ups?

A model identify provides you room to develop

Talking of scale, one other advantage of a model identify is its potential to stretch as what you are promoting adjustments. Chances are you’ll not plan on constructing a 15-person group – however plans usually change. Ought to what you are promoting turn into greater than a one-person operation, a model identify supplies room to develop.

This logic applies even on a project-to-project foundation. While you tackle a big task, you might must subcontract work or rent different freelancers as teammates. When exhibiting up at a consumer’s workplace with a colleague, introducing yourselves as unbiased freelancers who occur to be working collectively in the intervening time doesn’t encourage confidence. It creates a short lived, noncommital feeling. It is a lot simpler – and sounds extra skilled – to say, “Hello, I am Rob, and that is Sally. We’re from [BrandName].”

A model identify supplies a chance to specific concepts

What concepts and emotions does your identify evoke to those that hear it? Hopefully, amongst your loved ones and associates, no less than, a number of optimistic adjectives are related along with your identify – maybe sensible, inventive, and hardworking. However for many who’ve by no means met you? By no means heard of you? It is only a identify. Except you go by “Sting” or “The Rock,” your identify does not actually convey any that means. It does not inform potential shoppers that you just’re sensible or inventive. It isn’t even a reputation you selected.

However making a model identify lets you say one thing. Some model names are easy and descriptive (e.g., Finest Purchase), whereas some merely counsel an concept (e.g., Zipcar). Others enterprise into the summary – they do not carry any related that means however can however convey a way of character, like Apple (easy) or Virgin (irreverent). It doesn’t matter what method your model identify has, you need to use it to inform folks one thing about your self and the work you do.

Associated: The Do’s and Do not’s of Naming Your Enterprise (Infographic)

A model identify could also be simpler to spell and pronounce

Some first and final names are simpler to pronounce than others, however likelihood is the model identify you create might be shorter than your private identify (one phrase quite than two, for instance). And because you’re constructing the identify from scratch, you may have a chance to make sure its ease of use. Whereas there are exceptions, a lot of the greatest model names are brief and candy. Names constructed from a number of actual English phrases usually tend to be understood, pronounceable, and appropriately spelled than many individuals’s names.

You probably have any curiosity in doing enterprise abroad, you might discover your private identify has extra drawbacks. Names which are commonplace in a single language or tradition could seem unusual or unpronounceable in different elements of the world. Your identify could lead folks to imagine – precisely or not – that you just’re from a specific nation or area and, whether or not or not it is honest, that assumption could include prejudices. English, nevertheless, has turn into the lingua franca of worldwide enterprise. An actual English phrase or two is more likely to be understood and pronounceable by many enterprise folks for whom English isn’t a local tongue.

A model identify could also be extra distinctive

The flip aspect of the purpose above is that, in some instances, private names are so widespread that they fail to face out. In case your identify is “Niamh Moloughney,” good luck getting folks to spell and pronounce it appropriately. However should you’re one of many over 11,000 Ann Millers on LinkedIn, your potential clients could have hassle remembering you or telling you other than different freelancers.

Reviewing competitor names is a crucial step in any model naming course of. In creating your model identify, you’ll be able to select to make use of a distinct naming type, decide one which’s considerably shorter or longer than rivals, or discover an preliminary letter that is distinctive to the class.

In the end, this choice relies upon closely in your given identify and surname. How widespread are they? Are they laborious to spell or pronounce? Will they affiliate you with a selected language, nation, or area – for higher or worse? Some folks’s names nearly beg for use as model names, like Good & Closing (named after founders J.S. Good and H.D. Closing) or Fox Racing (named after founder Geoff Fox). They’re brief, easy, simple to recollect, and have built-in that means or imagery. Except you are fortunate sufficient to have such a particular, evocative identify, contemplate making a model identify in your freelance enterprise.

Associated: 10 Secrets and techniques to Grasp Your Private Model

 

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