Choosing a business name

When I first started my business, I was still somewhat in the mindset of an employee, I felt like I needed a “name” to hide behind. It also gave me some anonymity in my business and I felt less exposed.

As time went on and I felt more confident in what I offered and the quality of work I provided, the itch to use my own name started. Choosing a business name is a tricky decision. 

I felt like I was in the position where I wanted to be recognised as Sharon Pegrum for the work I was doing, I didn’t want to hide behind a business, I wanted to be me, fully and unashamedly in the world.

So, last year I started the process to leave Black Cockatoo behind, I had outgrown it and I needed to stand out as me instead.

I recreated my brand and just recently I have moved over my website to the new domain. All of this takes time and money but I feel like it gives a more authentic feel to what I do and it sits much more comfortably for me.

It’s a tricky decision though – do you use “you” or do you create a business name that is separate from yourself?

Here are some of the pros and cons I considered when choosing a business name:

Having a separate business name:

✓ It is easy to distinguish between your business page and your personal profile

✓ It makes more sense if you are going to take on staff and/ or partners

✓ If you ever want to sell the business it is easier

✓ You have some anonymity, you can hide a bit to some extent

✓ It may look more professional depending on your industry and approach

X If you are your business it may be overkill with setup etc

X You have less visibility as an individual and your voice may get a bit lost

X It may be less universal and may not suit as your business evolves

Using your own name for your business:

✓ It forces you to be more visible and stand by your words

✓ It gives you flexibility to change the focus and direction of your business if you need to

✓ You don’t have to register it as a business name

✓ If you have an unusual name (like me) it is unlikely anyone is going to copy you

✓ It is instantly recognisable as you

X It may not clearly portray what you “do”

X It may be confusing online when customers are trying to find you ie tagging you in posts

There are pros and cons for both choices when choosing a business name and you will find one will suit your individual circumstance best and hey, you might, like me switch it up after a few years in business and that is totally ok too.

Where are you at in your business and which have you decided to go with? I would love for you to tell me below.