What is your take on business vs. personal brand? Should we use a business name, product name, or our own name?

There are benefits and trade-offs to both a personal brand and a business brand, and it really depends on your long-term goals.

When you lead with a personal brand (using your name and showing up as the face of your business) it’s easier for your audience to build a connection with you. People buy from people, and when there’s a real person guiding them, they’re more likely to trust you, follow your advice, and stay engaged. The downside? It’s harder to step away from the spotlight or delegate visibility tasks because people expect you to show up.

A business brand, on the other hand, can feel more scalable. It’s easier to bring in other team members, outsource delivery, or even sell the business down the road without it feeling like something is missing. But it usually takes more time and effort to build trust, because people aren’t immediately connecting with a person.

If you go with a business name, make sure to feature a few brand ambassadors, like people your audience can get to know and feel connected to. Kajabi is a great example of this. Even though it’s a business brand, we still see and hear from people on their team, which creates familiarity and trust.

There’s no one right answer. It’s about how you want to run your business and show up for your audience over the long term.