Branding & Naming Expert President of Tungsten Branding
Should you choose a business name for a professional edge, or does using your own name offer a personal touch?
It’s a question Phillip Davis, President of Tungsten Branding, often hears – and not just from freelancers. Consultants, lawyers, and other “independents” struggle with this choice, he reports. On the one hand, there’s ego and the potential thrill of seeing your name on the door. Some freelancers believe they are established enough in an industry to warrant using their personal identity for name recognition. For them, Davis says, it’s a mental struggle of giving up a bit of notoriety for the potential of a more fitting and scalable brand name to reach the bigger, untapped market. “Often the resistance to a company name is due to the creative struggle required when coming up with a business brand name. It takes effort to drill down and determine your company’s reason for being; its ‘pivot point’ or that critical center value proposition around which your entire service offerings revolve,” Davis explains. “Finding that key differentiator and creating a cohesive and compelling identity that captures and conveys that message is challenging.”
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