Back in February, I wrote an article about whether to use your own name for your business (or product) or create a new brand name. I presented five reasons to take the latter approach—creating a new name—including the appearance of scale and an opportunity to express relevant ideas through the name.
But I was careful to state in the opening paragraph that “either path can work, and deciding which is right for you depends on a range of personal factors.” As a counterpoint to my previous article, I’ve listed five scenarios below in which using your personal name may be the wiser path. Read more
