For a new company in any case - or an established one...we've done both, and I think there are situations where it's more important to promote the name of the people in the company and less important to promote the company name. Likewise, for FunAdvice, we've spent more time promoting the company as a company, rather than the names of the individuals...but, I'm not sure there's a "one size fits all" approach here. What do you think?
A brand is a name can always be changed, but your name cannot be changed. Look at some top brands out their on the market. You may find cheaper brands on the market manufactured by the same Company but has a different brand. This is to protect the interest of a already well established brand. Lexus and Toyota are two examples. Although Toyota has been having some problems, Lexus is not as blemished. Your name should be marketed for your worth (acting, singing etc) but when marketed for business, always remember that it can be blemished by situations that are not connected to your business and in turn can blemish your business. What happens if Bill Gates says something publicly that is not appreciated by the majority of the public. Apple would smile ear to ear.
i think it all depends on the person's last name. sounds weird but it is sorta like politics in a sense that the more people know that person or person's last name the more willingly they are to try out their business. and that builds up loyalty eventually. but that only works if the person is very well known in the community(city) or wherever the business is. Now for like FA i'd say it is better to use the company name since people on the internet are oblivious to whom created the website nor who the owners are. but in my opinion it is better to use the name of the company at 1st, and then if it becomes popular and the owner meets the customers and creates relationships with the customers then i'd say to use both the company's name and their own name.
If you have an established name, your personal name may help your business. It may also help to include your name such as; "Rick's Custom fences", Or "Jeremy's Fine house of Pancakes." Is it in the Trade mart? Is your business a personal liability, Corp, or an LLC? I had an LLC in which the letters LLC must appear in the title of my business. i also had to add NW too the end because "Surface Solutions" was already taken. Making it "Surface Solutions NW, LLC". A pressure Washing Company. ( my first business). Part of the fun of owning a business for me was the research and all of the preliminary work. I learned alot. :)
If it's a new Company I think the individual name would help in promoting it because people relate to other people they know and they can say hey" Tom started a company that does xxx" The name of his company is "XXX"A lot of people might know Tom and patronize the company because of this. If it already is an established Organization, then marketing, word of mouth and Advertising is the key to continued success and well as recommendations for customers. If the patrons feel you value their opinion then they would keep coming back.
I think with the companies name, because it seems a little less selfish sounding in my opinion. On the other hand, using a brand name could cause problems with copyright and things like that. I guess it really depends on the item(s) you are promoting.
