Is it your own name, or a more formal and creative name?
This step is often overlooked, but it is incredibly relevant to the final goals of your business. If you plan to be the owner of a firm someday, or develop a team of professionals in any other way, your given name as a brand may not be appropriate.
However, many people choose to grow their business solo, while still outsourcing some of their work. Bigger names attract bigger projects, while a personal name attracts a smaller clientele. Depending on what you’d like to do in terms of work greatly depends on the brand’s name.
So, in the plainest sense: an alternative name would be more versatile, but your own name as a brand would be more personable and each would lead to a different type of client.
How did you choose your business name?