Читать книгу Start & Run a Graphic Design Business - Michael Huggins - Страница 73

Many design firms and businesses begin by using their own personal name as their business name (e.g., John Smith and Associates). This can be an advantage when you build your business to the point in which you have a reputation in an industry niche. It is not overly valuable at the beginning of your business when you don’t have a niche. You’ll have to build your personal business name reputation just as you would any other business name — with consistency and frequency through your marketing and sales efforts.

One advantage of using your own name as your business name is the differentiation you’ll have against your competitors’ names. You probably won’t have a design competitor who uses the same name. Plus, if you have a very distinctive name, it could make your business name stick in the mind of your prospects, which makes it very recognizable. Another advantage is that a personal name creates a type of legacy that you can leave behind when you decide to retire and pass on the business or sell to another.

However, there are some drawbacks of using your name. For example, your name might not be that distinctive or memorable (e.g., John Smith Design). Even if there isn’t another direct competitor in your marketplace, there are plenty of businesses that use this model.

Consider also that when you use your personal name as your business name you make yourself the focus of your business. That means you could find it difficult to sell your business in the future if you were interested in doing that. Buyers would be concerned with what would happen to the business if you are no longer in it — both in name and in person. Buyers know that the business equity will be mostly in you and your approach. You may never ever get to the point of selling your business, but it’s something to consider.