[00:00:30] I like to pose the question to our students and any clients early on in their business and ask them how to they envision their company looking five years from now.
[00:01:00] Do they envision themselves touring around, public speaking, maybe writing a book, and them being the sole face of it? Or, do they envision a team, a firm, a group of people involved with them? A growing agency where there’s multiple people involved and maybe staff. If so, the latter, then I would probably recommend going with a business name. If you think it’s just going to be you, and you envision yourself as a brand, then maybe going with you own name might be suitable.
[00:01:30] Now, when this gets in the way is when you have a very, very common name like Sally Smith or Sue Anderson or something along those lines where the URL of your name is probably taken. There’s probably multiple people that have already branded themselves. Then, it might be conducive to find a business name. I will also say this. That if you have a business name, you probably are also going to be marketing yourself as a personal brand under your own name as well, because as a consultant who’s selling their expertise, you’re the one providing credibility. You are your own packaging.
[00:02:00] At the very beginning of my career for consulting I decided to brand myself from my name, which was by the way a very stupid idea. Why? Because I was new here. I was new in the industry, new to this country, nobody knew me.
[inaudible 00:02:06] My name was not worth anything. Afterwards, I went into a very creative phase, and that most creative names for my company out there, which was another mistake. Why? Because nobody is looking for those creative name, but they look for image consultant.
[00:02:30] At one point, I rebranded myself and I called my company Executive Image Consulting. On the first look, this might not be very creative, but I did it for a very selfish purpose. That selfish purpose is search engine optimization, because I wanted to make sure if somebody goes on Google and looks for an image consultant for executive that I am the first person that pops up. Guess what? My company’s now called Executive Image Consulting.