Home » Writing » Copywriting

Personal Branding 101: How to Make the Right Branding Decisions for Your New Business

Aug 17, 2007
Personal Branding 101: How to make the right branding decisions for your new business

Inevitably, at some point for freelancers who target corporate decision-makers, the question comes up:

"Should I create a company name?"

And usually, the answer is "no"...but the answer is not always "no."

Here's the logic:

When you are an individual who provides a service...a designer or copywriter or coach or speaker (you get the idea)...you are the company. Therefore it makes sense for you to brand your name.

Word-of-mouth about your work, your byline on articles or publications you write, your name as a "draw" for public speaking events...your name on your business card, in your URL, on your Web site...all of this adds up to name recognition.

Think for a minute...

Do celebrities and speakers have a company name?

Think Sigfried and Roy...Elton John...Jerry Seinfeld...Tony Robbins. What about copywriters? Here are some contemporaries:

* Bob Bly
* Gary Bencivenga
* Gary Halbert
* Dan Kennedy
* Clayton Makepeace
* Joe Vitale
* Michael Masterson

And some who are not contemporary, but who are nevertheless still "present":

* John Caples
* Rosser Reeves
* David Ogilvy
* Claude Hopkins

Do (and did) these icons also have company names? Probably yes. For example, Jay Abraham sells seminars and information products. He has a company in the background, like many other entrepreneurs. But it's his name you know...and that's what carries the branding.

If you have a partner, or employees who interface with your customers on a significant level, that's when it makes sense to have a "company" name if it fits your long-term goals.

Do you want to build a boutique agency? A consortium of consultants? A traditional corporation? If so, then it makes sense to brand your company...and that means a company name (which can also be your name or the names of your partners, or something else), and usually, a logo.

Just be careful. One known agency was named after the principals...Richard Rosen and Bill Brown (Rosen/Brown Direct). But when the partnership ended, the name was no longer representative.

A costly renaming and rebranding effort took place (the agency is now called AlloyRed). The potential loss of name recognition is a very serious risk. Imagine a decade of reputation-building up in smoke...poof! Just like that you could be starting all over again.

So if you're selling your skills as a service, and it's just you, use your name and a tagline for your branding. But if you have long-term goals to build something bigger than yourself, or a team you're working with, it makes sense to consider a company name and the logo (and sometimes tagline) that comes with it.
About the Author
Chris Marlow publishes a free newsletter for consultants who want to land the high quality, high value clients.
Rating:
Please Rate:
(Average: Not rated)
Views: 279
Print Email Report Share
Article Categories
    • Artists
    • Gambling
    • Humanities
    • Humor
    • Movies
    • Music
    • Photography
    • Tattoos
    • Television
    • Classic Cars
    • Motorcycles
    • Recreational Vehicles
    • SUVs
    • Trucks
    • Vans
    • Branding
    • Business Opportunities
    • Careers and Jobs
    • Corporate
    • Customer Service
    • Direct Mail
    • Entrepreneurship
    • Ethics
    • Financing
    • Franchising
    • Home-Based Business
    • Human Resources
    • Import and Export
    • Leadership
    • Management
    • Market Research
    • Marketing and Advertising
    • Negotiation
    • Network Marketing
    • Networking
    • Organizational
    • Presentation
    • Project Management
    • Public Relations
    • Small Business
    • Strategic Planning
    • Team Building
    • Telemarketing
    • Training
    • Data Recovery
    • Databases
    • Games
    • Hardware
    • Networks
    • Operating Systems
    • Programming
    • Security
    • Software
    • Spyware and Viruses
    • Ask an Expert
    • College and University
    • Home Schooling
    • K-12
    • Languages
    • Online Education
    • Psychology
    • Accounting
    • Credit
    • Currency Trading
    • Debt Consolidation
    • Insurance
    • Investing
    • Leasing
    • Loans
    • Mortgage
    • Mutual Funds
    • Personal Finance
    • Stock Market
    • Structured Settlements
    • Taxes
    • Wealth Building
    • Coffee
    • Cooking
    • Gourmet
    • Recipes
    • Wine and Spirits
    • Acne
    • Aerobics
    • Alternative Medicine
    • Beauty
    • Cancer
    • Cosmetics
    • Depression
    • Diabetes
    • Diseases and Conditions
    • Fitness Equipment
    • Fitness
    • Hair Loss
    • Heart Disease
    • Medicine
    • Men's Health
    • Muscle Building
    • Nutrition
    • Skin Care
    • Supplements and Vitamins
    • Weight Loss
    • Women's Health
    • Yoga
    • Arts and Crafts
    • Babies
    • Collecting
    • Elderly Care
    • Genealogy
    • Hobbies
    • Parenting
    • Pets
    • Pregnancy
    • Woodworking
    • Feng Shui
    • Gardening
    • Home Appliances
    • Home Security
    • Interior Design
    • Landscaping
    • Affiliate Programs
    • Article Marketing
    • Auctions
    • Audio
    • Banner Advertising
    • Blogging
    • Broadband
    • Domain Names
    • E-Books
    • E-Commerce
    • Email Marketing
    • Ezines and Newsletters
    • Forums
    • Internet Marketing
    • Link Popularity
    • Pay-Per-Click
    • Podcasting
    • RSS
    • Search Engine Marketing
    • Search Engine Optimization
    • Security
    • Social Media
    • Spam
    • Video
    • Viral Marketing
    • Web Design
    • Web Development
    • Web Hosting
    • Copyright
    • Cyber Law
    • Intellectual Property
    • National, State, Local
    • Patents
    • Regulatory Compliance
    • Trademarks
    • Buying
    • Selling
    • Baseball
    • Basketball
    • Boating
    • Cycling
    • Extreme Sports
    • Fishing
    • Football
    • Golf
    • Hockey
    • Hunting
    • Martial Arts
    • Running
    • Scuba Diving
    • Soccer
    • Swimming
    • Tennis
    • Dating
    • Divorce
    • Marriage
    • Weddings
    • Astrology
    • Buddhism
    • Christianity
    • Faith
    • Hinduism
    • Islam
    • Judaism
    • Meditation
    • Metaphysical
    • New Age
    • Cable and Satellite TV
    • Cell Phones
    • Communication
    • Gadgets and Gizmos
    • GPS
    • Satellite Radio
    • Video Conferencing
    • VoIP
    • Addictions
    • Coaching
    • Goal Setting
    • Motivational
    • Stress Management
    • Time Management
    • Clothing
    • Electronics
    • Fashion
    • Gifts
    • Jewelry
    • Causes and Organizations
    • Environment
    • History
    • Holidays
    • Men's Issues
    • Nature
    • Philosophy
    • Politics
    • Women's Issues
    • World Affairs
    • Air Travel
    • Camping
    • Cruises
    • Destinations
    • Outdoors