Stuck when it comes to naming your business? 

Should you use your name, or should you create a brand name? 

Which one is better for attracting high-end clients?

After years of building luxury personal brands for coaches and thought leaders, I have a strong opinion on this—because I’ve seen what works.

So today, I’m breaking down the pros and cons of both options, plus giving you my #1 recommendation for coaches.

Let’s get into it.

Superbloom Coach Presents: The Ultimate Guide to Starting Your Life Coaching Business

Naming Your Business: Personal Brand vs. Business Name

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Hey there, I’m Moriah Riona, an award-winning luxury brand designer, luxury branding coach, and the host of the Superbloom Coach Podcast, and this is Superbloom Coach Presents: The Ultimate Guide to Starting Your Life Coaching Business!

Every single day this month, I’m walking you step by step through the process of building your coaching business and brand.

If you haven’t yet grabbed the free workbook, download it now! It’s designed to help you take action on everything we cover in this series.

Why Naming Your Business Matters as a Coach and Thought Leader

As a luxury branding coach and designer, I’ve worked with countless coaches to build their high-end brands, and here’s what I’ve learned—people want to work with YOU.

When you’re a coach, you’re not selling a product. You’re selling your expertise, your unique perspective, and your leadership.

That’s why most successful coaches and thought leaders use their own name as their brand.

Think about some of the biggest names in coaching—Marie Forleo. Tony Robbins. Martha Beck.

They all built businesses around their own name because their personal brand is their most valuable asset.

So let’s break it down—what are the pros and cons of using your name vs. choosing a business name?

Personal Branding: Using Your Own Name For Your Coaching Business

The Pros:

• Positions you as a thought leader–Clients want to work with you.
• Gives you flexibility–You can evolve your brand without needing to change your business name. (For example, “Moriah Riona” was the name of my business way back when I was a wedding photographer)
• Builds trust & connection faster–People feel like they’re hiring a real person, not a faceless company.
• Ideal for high-ticket coaching–Luxury brands thrive on exclusivity and personal relationships.

The Cons:

• Your name needs to stand out–If you have a common name, you might need a unique spin (like using your full name, middle initial, or a signature-style branding approach).
• May take time to build recognition–But personal brands grow fast when you show up consistently.

Here’s the Bottom line—if you want to establish authority and trust quickly, using your name is almost always the best choice.

Choosing a Business Name for Your Coaching Brand

The Pros:

• Can sound more official or corporate–Some coaches like having a brand that feels like a company instead of a person.
• May be easier to sell later–If you ever want to exit the business, a brand name can make that process smoother.
• Works well for multi-coach businesses–If you plan to build a team of coaches, a business name might make sense.

The Cons:

• Can feel less personal–It’s harder to establish trust and credibility without a face to the brand.
• Might require more marketing effort–Personal brands grow faster because people connect with people.
• Limits your future growth–If your business shifts, you may outgrow the name.

So while a business name can work, for most coaches, it’s not the best option.

So what’s my recommendation?

In almost every case, I recommend using your personal name as your coaching business.

Why?

Because it builds your authority, establishes trust, and makes it easier to attract high-end clients.

This is exactly why inside my Luxury Brand Leader program, I help my clients build elevated personal brands that position them as sought-after experts in their industry.

And of course, there are exceptions—if you know you want to build a coaching company that operates without you, a business name might make sense.

But like I said, for 99% of coaches, your name is your best asset.

Now, I’d love to know: are you naming your coaching business after yourself, or are you going with a business name?

Drop your business name in the comments on YouTube! Or if you’re still deciding, tell me which way you’re leaning.

And if you want to chat more about it, DM me over on Instagram—I’d love to hear what you’re thinking!

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Naming Your Coaching Business—The Legal Side

Now that you’ve named your coaching business, let’s talk about the legal side of things—because you want to start your business the right way.

In tomorrow’s episode, we’re diving into legal business tips for coaches—contracts, taxes, and everything you need to legitimize your business.

So subscribe, grab your free workbook, and I’ll see you in the next episode!

And hey—if you found this helpful, could you share a little love by liking the video or leaving a quick review on Apple Podcasts? Every single one makes a difference!

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