Should You Name Your Business After Yourself?
When you first start a business, especially after working as a freelancer, naming it can feel simple. Your own name is already known, already trusted, and already connected to your work. Using it feels natural — almost inevitable.
But the name you choose in those early days will follow your business as it grows. And growth often changes what that name needs to do. A name that feels perfectly personal and authentic now might quietly create challenges later — shaping how your business is perceived, how easily it can expand, and even what role you play in it.
The shift from “me” to “we” is one of the most important steps in moving from freelancing to running a company. When a business carries your personal name, every decision, every win, and every setback can feel like it’s about you. This closeness can make it harder to scale, delegate, or imagine the business thriving without your constant presence. It can also influence your clients’ expectations — they may feel that only you can deliver the service, even as you bring on a team of talented, highly trained people to help run the business. Your name above the door can unintentionally signal that you are the “superior” team member, which can make growth and delegation more challenging.
Giving your business its own name creates a subtle but powerful separation. The company gains its own identity — one you own, guide, and grow, without every moment feeling tied to your personal identity. It becomes easier to make decisions for the brand’s future, to bring in other people’s skills, and to see the business as something that can stand on its own.
And then there’s the question of legacy. If you ever sell the business, merge with another, or bring in investors, a brand name that isn’t your own gives you more flexibility. Without that separation, there’s a real possibility of losing not only the reputation of the company you built, but also the right to use your own name in your industry. This is a key consideration if you’re thinking about scalability, succession planning, or selling a business with your name attached.
The fragrance industry offers a well-known example. Jo Malone built a world-renowned brand, Jo Malone London, entirely around her name. When she sold the company, she also sold the rights to use her name for fragrance. She could no longer launch products or trade under the very name that had shaped her career. Years later, she founded Jo Loves — a completely new brand identity — but she had to rebuild recognition from the ground up.
Jo shares more of her story in a recent interview with Grace Beverly.
Her story is a reminder that a business name is more than a label — it’s a strategic choice that can affect your future freedom, your company’s scalability, and even your personal identity in your field.
So when you choose a name, think not only about the business you have today, but the one you might have in ten years. Will it still serve you if the business outgrows you? Does it give you room to expand without tying every move to your own identity? Would you ever sell the business or get investors?
There’s no single right answer. But taking the time to think beyond the present can give your brand the freedom to grow in ways you might not yet imagine.
