Should you brand Your Name or your Company Name?
This is question I've gotten a lot over the years. Here are my current thoughts:
If your business is primarily your presence, your message, and clients are working directly with you, then I recommend using Your Name, i.e. www.AlexandraFranzen.com or www.GeorgeKao.com. If you are the main Coach, Speaker, Author, Healer, Consultant, Mentor, or Counselor in your business, go with your name as the brand.
If you can't get YourName.com then go with dot something else, such as .net, .info... but do not use a hyphen in your domain name. Almost no successful company or person I know of uses a hyphen.
If you have team members who are going to be public-facing messengers, e.g. they will be writing articles, being on video or doing interviews, then it makes sense to brand a Company Name. Example: www.TrueAbundance.org is co-operated & co-marketed by my friends Natalie Kent and Tomar Levine.
Over the years I've seen more Company Name brands switching over *to* Individual Name brands, versus the other way around. They realized that no matter how much they try to get the company's name across, people remember *their* name (the owner's), because the owner is the public face and content author, and the one that clients work personally with.
Your Name is the most versatile and longest lasting brand name you'll ever have.
The problem with a Company Name for your own work is that chances are good that you'll *want* to change it in a couple of years, no matter how in love with the name you currently are. That's the nature of personal evolution.
You think you "know" what your niche is going to be for the rest of your life? That your current idea is going to excite you forever? Let's revisit this again in a few years... even in a few months! :)
So what do you do with a Company Name you're currently in love with?
Here are a couple of great options:
* Use it as the name of your flagship service package or offering, e.g. the name of your Coaching Program, your Healing Sessions, your Consulting Engagement, your Online Course, your Webinar, your Telesummit, etc.
* Use it as the name of your Modality / Process / Framework, around which you'll create a series of products, services, content, and/or book(s).
* Or use it as your brand's tagline, that will be prominently displayed next to or under your name on your website, social media cover images, your email newsletter.
"But what if my company grows beyond me?"
Only *after* you've hired another public-facing member of your team, would I recommend branding a company name. That would be a good reason to do a re-launch of your business, to introduce the new member.
Even if you eventually use a company name, you're still always going to have your personal brand, Your Name, unless you want to be relatively anonymous. Many marketing-savvy CEO's of successful companies have their own blog, their own personal brand, e.g. www.JeffreyHollender.com (founder of Seventh Generation eco household products) and www.AriannaHuffington.com (founder of HuffingtonPost)
Bottom Line -- keep it simple, and allow your niche to evolve, and use your own name as the name of your business.