Every ad agency loves to say they’re experts in branding and then they name their agency after the owners. Your name is your first impression—you’re first line of branding contact. If your business is named after yourself, it says nothing and may give the impression that you have a big ego. Especially if your name is hard to pronounce, remember or spell.

If my ad agency specialized in pet advertising, I’m not going to name it The Huggins Group, I’m going to name it BARK.

There’s nothing wrong with naming your agency after yourself, Mr. Deutsch. I hear that in spite of this advice your agency is doing quite well. But, you startups may want to think about something else.

- John Huggins