Should I use my name as the business name for maximum branding?

Dear Aunty B,

I am starting a new business that has global applications.

I want to build the brand around myself. Should I use my name as the business name for maximum branding?

Wondering,
Sydney

Dear Wondering,

No. There are plenty of ways to build yourself into the brand without using your name in the business.
Usually people don’t want to trade under their own name to keep family and business as separate as possible. If the business does not work out, then it drags your family name into the collapse, and your name will appear on all sorts of records. Also, having a company named associated closely with a person can make a business harder to sell.

You can build yourself into the brand through advertising, blogs, being an industry expert and so on. But keep your name out of the business.

Good luck,
Your Aunty B.

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