Talking Trends ...with Lisa Marie Jimenez (the Brassaholic) Naming your business... company name or personal name? Should I use my personal name for my business name or use a company name? There are no “rules” written in stone, but there are several factors that can help you decide which way to go. Naming your business can be one of the most stressful and exciting parts of starting your business. It all comes down to what type of business you have and your long term vision for your company. Using your name for your company name gives your business a more personal and artsy touch. Using a company name makes the business come across more professional and allows room for growth. Some people use both, their personal names and a company name for their product lines. If you plan on teaching, writing books and being an expert in your industry, then you are the commodity and you should name the business after yourself. If your goals are to have a product(s) or service that can be sold one day, then you should choose a company name.