The Problems With Personal Branding
There is a definite draw for people to build up a personal brand around their names – either first or last name. Earning name recognition or associating a person’s recognition with a business, gaining personal merit/achievement, and the hope for having ones’ name associated with a successful enterprise are very attractive motivations for naming a business after oneself.
When deciding on how to brand your business or website, it is important to take some things into account before you jump into a personal branding strategy (similar to what I did with my blog and what several others have done as well). If you wish to start a blog and decide to use a personally branded domain name, your readers will likely come to expect regular input from you. While there are definite upsides to building a personal relationship with readers, there are some catches.
For one, it leaves very little room for breaks. Since most people will have grown accustomed to your regular input, there is a chance that they may not stick around if you decide to take some time off. Some readers may only be going to your blog to read what you have to say, so even hiring a “guest blogger” to take over for a bit would still drive them away. If you aren’t writing your own posts, the content could reflect poorly upon you.
Another big consideration is if you decide to sell off your business to move on to bigger and better things. Imagine selling a blog with your name on it to someone who will produce content you can’t control. Furthermore, visitors may know that you aren’t running the site any longer, and they may not be interested in returning. This is something a buyer would consider when making an acquisition, and the offer may be less than if it were on a descriptive or branded domain name.
Investing in a less personal branding approach may work better in the long run for some people. By creating a slightly less intimate connection to a person or family, you are making your domain name more versatile for future growth and use, whether that is by you or by another entity who acquires it.
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