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Benefits of using your own name as the business name

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A name is often the first contact that customers will have with your business, so it’s a good idea to take some time and care when selecting what’s best.

Using your name for the business

When considering potential names, try to come up with something that is memorable, descriptive and aligned to your business message.

The great thing about using your own name is that not only does it lend credibility to your business – your reputation is on the line, so using your own name shows you are holding yourself accountable – but there’s a much higher chance that no-one else is using it. It's an easy way to win the SEO game so you come up first in Google searches. But they’re not the only reasons. There are many benefits to using your own name as your business name.

Google loves you

As we mentioned, using your own name means you’re more likely to be unique and that’s how to maximise your SEO. Unless your name is something really common (like Bob Smith ), then you’re less likely to face competition for exclusivity.

It means that potential customers can find you personally on Google and will land on your website faster. Your URL will be unique, and a person’s name tends to stick in people’s memories longer.

When you are your business

Using your own name as a business name makes your brand more powerful. This is especially true if you’re planning on creating a lot of content that will have your name and face on it, such as videos and podcasts. Customers also like dealing with the owner of a business, as they know you can make instant decisions.

If your brand is going to be based around who you are, what you do and what your business philosophy is, it packs a lot more punch if you are the business, and the business is you.

You'll set yourself apart from the competition

You’ll have heard and read how important it is to differentiate yourself from your competitors, and naming your business after yourself is a fundamental way of doing that.

Using your own name gives your business a unique identity that can help you stand out in a crowded marketplace. Your own name is so specific that it helps people remember your business, especially if they already know you as an individual or if your name is distinctive.

You’re demonstrating confidence

You must love what you do if you're confident enough put your name on it. That's the message you're sending to potential customers. That passion probably shows in the way you run your enterprise and train your staff. Using your own name illustrates your commitment and underscores the reasons you became a business owner in the first place.

It's easier

You can spend hours and hours trying to come up with the perfect business name. Using your own name solves a lot of issues.

You're more likely to get approval

If you intend to form a company or apply for a trademark, it can often be easier to get permission if it’s your name and is not in the same industry as a recognisable name. If you want to use the name McDonalds for example – you’re more likely to get acceptance if it’s ‘McDonalds Painters’ rather than ‘McDonalds Fish and Chips’.

Finally, there are some disadvantages

There are two main issues to consider. First every customer may want you to deal with them, so it can be harder to delegate and grow. Second it can be harder to sell the business when you want to exit, as the new owner is likely to want to retain the name.


Using your own name helps to differentiate you from your competition, but it still needs to be clear about what you do. It’s also important to remember that using your own name works to best effect if it’s easy to pronounce. Anything that’s too much of a tongue twister will put people off.

But in general terms, using your own name is a great way to help your SEO, be unique in your industry and show that you have absolute confidence in what you do.

Next steps

  • Consider your name. Is it easy to pronounce? Is it reasonably unique? Are you planning to be the face of your business?
  • Is anyone else using it? You might think you’re the only one, but there’s still a chance someone has beat you to it. Find out using the Companies House availability checker.
  • Run it by a sample group of potential customers. Friends, family, associates – and get their feedback.

POSTED IN: Startup


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