Why Naming Your Brand After Yourself Is a Stupid Idea - Ep 42

Naming your business after yourself feels natural, especially when you're a sole trader starting out. But from an IP and business perspective, it can quietly create problems down the track — and this episode unpacks exactly why.

In this episode, Elise covers:

• Why personal names can be harder to register as trade marks (common surnames in particular can run into "not inherently adaptable to distinguish" objections from IP Australia)
• Why a business inseparable from your name is harder to sell — buyers want to know what they're actually buying if the brand is you
• What happens to a personal-name brand when you retire, get sick, or want to hand the business to a partner or your kids
• Why personal-name brands sit awkwardly once a business grows beyond a solo operator
• A practical scenario: a freelance graphic designer who named her business after herself, built real value over five years, then hit unexpected questions from a buyer about the brand — including that she could be prevented from ever using her own name in a future business again
• What to do differently if you're naming a business now, and what to do if you've already gone down this path and it's working for you

Key takeaway: your business name is a decision about the future of the business, not just a description of who's running it today. If you're building something you might one day sell, scale, or hand over, it's worth asking early whether the brand can exist without you personally delivering it.

Resources mentioned: the free IP Risk and Ownership Audit at elisesteegstra.com, and a Strategy Call booking for anyone already thinking about a sale, succession, or bringing in a partner.

Disclaimer: This podcast is intended for general educational purposes only and does not constitute legal advice. You should obtain advice tailored to your circumstances before acting on any information discussed in this episode.