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What are the pros and cons of using a founder's name as a brand name?

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If you are thinking of starting a business or launching a new product, one of the most important decisions you will have to make is what to name it. A brand name is more than just a label, it is a representation of your identity, values, and promise to your customers. Choosing a brand name can be challenging, especially if you want to stand out from the competition and create a lasting impression. One option that some entrepreneurs consider is using their own name as a brand name. This can have some advantages, but also some drawbacks. In this article, we will explore the pros and cons of using a founder's name as a brand name, and give you some tips on how to decide if it is right for you.

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Kevin Ervin Kelley, AIA

Behavioral Architect and Author of IRREPLACEABLE: How to Create Extraordinary Places That Bring People Together

1 Benefits of a founder's name

Using a founder's name as a brand name can have several benefits, depending on the type of business, the industry, and the personality of the founder. For instance, it can create a personal connection with customers, as they may feel more trust and loyalty towards a brand that has a human face and a story behind it. Additionally, it can showcase the founder's expertise and credibility, especially if they are well-known or respected in their field, or if they have a unique or distinctive name that reflects their values or vision. Furthermore, it can simplify the naming process, as you do not have to spend time and money on brainstorming, testing, and trademarking a new name. This can also help to avoid potential conflicts or confusion with other existing brands.

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Kevin Ervin Kelley, AIA

Behavioral Architect and Author of IRREPLACEABLE: How to Create Extraordinary Places That Bring People Together
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Anytime you can make something more human—a product, service, or thing— it helps people emotionally connect with it better. This concept is why the Pillsbury Doughboy, Michelin Man, and Kool-Aid Man stick in our heads, and we can't name their competitors. It's why the movie Herbie, The Love Bug, and Cars sticks in our memories forever. Over the last 30 years, my team and I have worked with countless founders to develop their brand strategy and corporate identity. And we encourage them to use their namesake because it offers a human dimension to a brand. It allows for brand personality, attitude, values, soul, and a real or mythical origin and back story. It provides a proprietary point of difference that competitors can't replicate.

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2 Drawbacks of a founder's name

Using a founder's name as a brand name can also have some drawbacks, depending on the type of business, the industry, and the personality of the founder. For instance, it can limit growth and flexibility, as you may face challenges in expanding to new markets, products, or services that do not align with your name or reputation. Additionally, it can expose you to more risk and liability, as you may be held personally responsible for any issues or complaints that arise from your business. Furthermore, it can create confusion or inconsistency, especially if your name is common or similar to other brands, or if you have multiple businesses or products under your name. All of these drawbacks may lead to negative publicity, reputation damage, trademark disputes, or infringement claims from other parties who have the same or similar name.

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Kevin Ervin Kelley, AIA

Behavioral Architect and Author of IRREPLACEABLE: How to Create Extraordinary Places That Bring People Together
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There aren't many drawbacks to building a brand strategy around a founder's name, except for the issue of the founder getting into trouble or having a public scandal. But these risks are part of what any celebrity, brand or business leader takes as they climb the popularity ladder. Companies can pursue a cautious, non-human brand approach, but they must factor in the challenges of promoting a name that has little emotional connection and meaning with its target audience. Making a boring brand name interesting is not impossible, as Geico and Aflac have done it with the Gecko and Duck, respectively. But they had to invest millions into humanizing these mascots, which have a high recall, while the actual brand names still fail the memory test.

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3 How to decide if a founder's name is right for you

When deciding whether to use your name as a brand name, it is important to consider your personal preferences, goals, and circumstances. Ask yourself what the purpose and vision of your business or product is and how your name relates to it. Additionally, consider who your target audience is and how your name will appeal to them and differentiate you from competitors. Think about how you want to position yourself and your brand in the market and how your name will convey your values, personality, and promise. Consider the potential opportunities and challenges of using your name as a brand name and how you can leverage the benefits and mitigate the drawbacks. Using a founder's name as a brand name can be a powerful and effective way to build a personal and authentic brand, but it is important to weigh the pros and cons carefully and consider your long-term vision and goals before making a final decision.

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Kevin Ervin Kelley, AIA

Behavioral Architect and Author of IRREPLACEABLE: How to Create Extraordinary Places That Bring People Together
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The challenge of getting consumers' attention, much less their love and loyalty, is much harder today than before because of the ease of starting a business online and manufacturing products. Too many product options claim the same features, benefits, and pricing/service levels. So any point of difference or personal connection to a brand can make a huge difference in recall and tilting the scale. Therefore, we'll choose the upsides of the humanizing potential of building a brand around a founder's name over the risks and downsides of it. Regarding what a name sounds like or suggests, there have been terrible-sounding names such as Howard E. Butt, the full name of the most successful grocery chain in the US, H-E-B. Anythings possible!

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kevin Ervin Kelley, AIA

Behavioral Architect and Author of IRREPLACEABLE: How to Create Extraordinary Places That Bring People Together
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Some founders have big egos and want to see their names in giant neon letters that dwarf everything else. But the most successful business leaders we work with are modest, humble and keep their egos in check. They want to credit all the other talented people in their organizations who help the brand become the best in their category. These founders often don't want to use their names for fear of it looking like an ego statement or taking something away from their colleague's hard work and dedication. We respect this concern but ask the founders and the other leaders at the table for permission to use the founder's name because it is the sharpest way to pierce through the competitive noise and emotionally connect with consumers.

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What are the pros and cons of using a founder's name as a brand name?

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1 Benefits of a founder's name

2 Drawbacks of a founder's name

3 How to decide if a founder's name is right for you

4 Here’s what else to consider

Brand Management

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What are the pros and cons of using a founder's name as a brand name?

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4

1 Benefits of a founder's name

2 Drawbacks of a founder's name

3 How to decide if a founder's name is right for you

4 Here’s what else to consider

Brand Management

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