Creating a brand using your own name can be extremely powerful!

Using your own name as a business name can potentially make your brand even more powerful. This is especially true if you’re planning on creating a lot of content that will have your name and, if using podcasts or video, your face on it.

After all, customers like dealing with the owner of a business, as they know they are in a position to make instant decisions. Invariably when a brand is based around who someone is, what they do and what their business ethos is, it tends to pack a lot more punch when they are the business and the business is them.

That’s why when you are next looking to create a brand for a business or launch a new product launch, why not consider using your own name? It could be the most powerful option you have.

However, a word of caution if you are considering exporting or trading overseas, please remember to consider how your name may translate into different languages.

A great example of this is the founder of Bic, Marcel Bich. Marcel opted to drop the ‘H’ from his brand name when he found out that the English pronunciation sounded a little too insulting. A really smart move as I don’t believe many people in the UK at that time would have wanted to carry around a ‘Bich’ pen or lighter in their pockets.

From a marketing perspective, the story of the brand Bic is quite fascinating. Marcel, and his partner Édouard Buffard, started out producing pen holders and pencil cases.

However, some two years later in 1946, Marcel Bich bought the patent for the ballpoint pen for US$2 million from Hungarian László Bíró, who had been producing pens for some time.

In 1950, using Swiss watchmaking tools, Marcel devised a way of manufacturing stainless-steel balls for the tip of the pen, and so the Bic Cristal ballpoint pen was born.

When it came to the marketing of his product, Bich partnered with poster designer Raymond Savignac to create the company’s first advertisements, which gave birth to the ‘Bic Boy’. An icon that today is still part of the company’s official logo and features across most of its pen packaging.

Bic went on to win the very first French Oscar for advertising, sponsored the Tour de France, helping establish the pen (and more recently the razor) as an essential item and a household name.


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