Freelancers: business name or personal name?

Ah, the age-old question: Should a freelancer run their business under their personal name or a business name?

When I first went freelance 20 long years ago, I used a business name. The very original “Dymond Editorial.” My business was providing—you guessed it—editorial services (to publishes, charities and socially responsible companies).

I stopped freelancing for a number of years—moved country, had kids, started a couple of other businesses (with real business names!)—and when I started freelancing again, I decided to go with my personal name this time.

It made sense. I was focusing on journalism at the time. My byline was my name, my business was my name. Easy.

But over the years I’ve moved out of journalism to working directly with socially conscious companies. And for a number of reasons I won’t get into here, I’m now considering rebranding—and with a business name.

I’ve googled the hell out of this, and talked to people smarter than me, and I’ve come to the conclusion that IT JUST DOESN’T MATTER.

In my case, anyhow. YMMV.

My clients don’t care if I run my business as just me or using a brand or business name.

Either way, you need good copy and design and branding to pull off a professional look and experience. But the name itself? Not a deal breaker.

Correction: it doesn’t matter to my clients (or potential clients).

It does, however, matter to me. My business is a big part of my life! Having a name that I love and helps me feel excited about my business is a good thing!

So am I going with a business name? Probably. (Yes, I’m comfy on that fence, thank you.)

How about you? Do you use a business name? Why or why not? Am I wrong that it doesn’t matter to clients?