Quick Summary
Choosing between a personal name and a studio name is critical for entrepreneurs, especially in the design and build industry. Personal names build authenticity, while business names offer scalability and professionalism. In this guide, we explore the pros and cons of each approach, using real-world examples like Studio McGee and Zoe Feldman Design. Learn how your choice impacts client perception, marketing, and long-term growth, and discover the right strategy for your brand.
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Hi my friend,
In some parts of the world, parents agonize over their newborn’s name. They visit elders and astrologers, looking for a name that will bring the child prosperity.
As entrepreneurs, we do the same. We ruminate over the names of our new businesses or products. But how much does a name shape a business?
Let’s talk about it.
Question of the Week
“After freelancing for a while, I’m registering a corporation and contemplating whether to use a studio name or stick with my own name.
As a marketing expert, what’s your take? Most people in this field seem to use their names. But maybe a studio name would be more professional and suitable for functional projects. Which one is better?”
– Aleksandra Badura, Freelance Ilustrator
Just because a business has the founder’s name and face, doesn’t mean they’re the only ones running it behind the scenes. Plenty of highly successful firms build their reputation around personal brands:
- Zoe Feldman Design: Named after the founder, but her husband, Matt Jantzen, is the CFO.
- McKinley Studios: Started as a one-man show but grew to include six partners over time.
- Studio McGee: Shea is the face, but her husband Syd is an equal partner.
Your name alone won’t define your professionalism or success.
Success comes from putting yourself out there, building strong partnerships, communicating value, and doing what you say you’ll do. But your name can influence direction and reach. Consider this:
1. What’s your long-term vision?
- In the beginning, you’ll have to be the face of your business, no matter what name you choose. But do you always want it to be that way?
- Consider a studio name if you see yourself expanding your team or selling the business one day.
- On the other hand, a personal brand may be a better fit if you enjoy working closely with clients and want to add your personal touch to every project.
2. Is your name “findable”?
- Years ago, an architect called me in distress. After 15+ years of running his namesake firm, his Google presence tanked overnight. Someone with the same name had made headlines for murder. Googling his name has never been the same since.
- A name often feels more personable and trustworthy. But, it may also be competitive, hard to remember or translate poorly across global markets and languages.
Ultimately, neither is inherently better. A brand name won’t magically unlock bigger opportunities and using your name won’t limit you either. Success comes from the people behind the brand—starting with you.
Until next Thursday,
Daniela
P.S. Last week, I put out a call for questions, and I loved seeing your submissions. Thank you! Please keep ‘em coming.
