Since I arrived to the U.S nobody ever pronounces my name correctly. Mijail (pronounce Me-Ha- Eel). But it's annoying to explaining it every time or hear how it's mispronounced around new circles constantly. I use Misha now, it's easy but sometimes they sent me checks as "Misha" too which has no use in the bank. I don't know if I should go all the way with my nickname or just use my actual name and look for a system to explain it. Any thoughts?

The strength of a good brand transcends the limits of logic. A clear example is the case of the Lois Jeans, a Spanish clothing brand. Sáez Merino himself, owner of the brand, has said on more than one occasion that, seeking an international touch, he chose the name of a relative (Luís) and translated it into French. But by mistake the translation program ate the “u” and printed Lois instead of Louis, with the result that the cowboys’ name became “laws” in French, becoming one of the first trademarks of France. We do not know if they would have triumphed in France by calling themselves Louis, but they might indeed have, because there are many others who have triumphed around the world calling themselves by much stranger names. Many brand names are created with a meaning in relation to the characteristics of the product, or its use in the country of origin, but when they become internationalized, they no longer mean anything at all in other countries or in different languages. This is the case with After Sun, Blaupunkt or Close Up. There are other brands that bear the name of their owners, such as Armani, Loewe’s, Yves Saint Laurent to name just a few. Some brands are very similar in name but very distant in terms of the industry in which they move, such as Red Cross in the social arena, Cruz Verde in the area of home products and Cruz Blanca or Cruzcampo in the beverage industry. We have names with “Don” that employ the same thing for many different products. Don Algodón for fashion and cosmetics, Don Bernardo for cheese, Don Julián for cigars, Don Jacobo for wines and Don Simon for various food products. The animals are also very versatile. El Águila for beer, El Burrito Blanco for sheets, El Lobo for nougat, El Pavo for pasta, El Corral for eggs, La Piara for pâtés, La Cigala for rice and La Vaca for cheeses.

The same brand name with just one letter difference applies to both a range of automotive additives (Krafft) and a range of food products (Kraft). Some might even share a name, the one for cosmetics (Vichy) and the other for mineral water. Also, a brand’s avatar in male might sell cookies (Prince) while the same avatar in female sells panties (Princess). And what about the generals? Do you know Lepe’s joke? From General Electric to General Motors and General Optics, the generals certainly stay busy. A brand is not born, in my opinion—it is made. And from there I conclude with the theory of the chameleon. That is, brands adapt (metamorphose) according to the markets in which they move. Each brand also acquires special connotations in the context of the local language or phonetics, which can remove or add meanings, simplify or complicate the pronunciation, affecting the market position it occupies, especially in partnership with the advertising that creates your image.
Once you have understood this it will be a lot easier to name a brand. Now let us compare the personal name and brand name and decide which one will be good for you.
Using A Personal Name: To build a personal brand you need to brand yourself as the ‘expert’ in your field, an authority figure that people can trust and look to for solutions. As technology continues to evolve, personal brands are becoming more and more popular because the truth is people like to do business with people and if your customers can put a face to your business rather than just a logo then you already have the advantage.
Advantages of using a Personal Name
1. Easier to build trust as customers can put a face to the business.
2. Allows you to appear affordable.
3. Makes your business transparent and personal.
4. People prefer to do business with real people.
5. Allows your message to grow and develop as you do.
6. Allows you to build personal credibility.
7. Great way to tell your customers that you are always going to be available for them, unlike with large businesses that often make it hard to get a hold of the person they need.
8. If your personal brand fails then you can still use it in your CV to help you find a job, new opportunities or even make a connection with an investor who is willing to back you up on a new venture.

Disadvantages of using a Personal Name:
1. It is difficult to sell a personally branded business.
2. You are the face of your business and your actions are publicly available. If you are a private person then a personal brand might not be for you.
3. You may seem inexperienced at first.
4. It may create some confusion in future if you begin to hire employees. In saying this, personal brands have successfully hired employees in the past.
5. People will not be able to indicate what you do by looking at your business name, instead, they will associate your name with what you have become known for.
6. Your customers will most likely want to have direct contact with you which means it may become challenging as your business grows.
7. If you receive negative publicity and fail to handle it well, there will be nowhere to hide and it will continue to follow you around.
8. If your name is difficult to spell, it may be hard for people to find you online.
A Personal Name can work well for
1. Experts
2. Couches
3. Freelancers
4. Speakers
5. Artist
Using A Business Name: Business brands take much more effort to create because rather than simply using the name you were born with you need to come up with a meaningful name that is relevant to your business and its products. As your company grows, using a business name will allow you to have much more flexibility in future.
Advantages of using a Business Name:
1. Using a business name usually allows you to charge more as it makes you look like more than a one-man show.
2. A business name can make you look more experienced and well-established.
3. Allows you to separate your personal life from your professional life.
4. Allows room for growth and makes it easy to hire employees in future.
5. Using a business name makes it easier to sell your company down the track.
6. People will be able to tell what you do just by looking at your business name.
7. If you fail and receive negative press, it is easier to try-again by using a different business name.
Disadvantages of using a Business Name:
1. A business name can make the relationship with your customers seem cold and impersonal.
2. Using a business name can make you seem more expensive.
3. Trust is harder to build compared to a personal brand.
4. If your business fails, your corporate CV will still be blank.
5. People can instantly understand and relate with people down to an emotional level, but they cannot do the same with a business name.
Now we come to the answer to your question.
If you are planning to sell your business in future, it is probably better to go with a Business name.
Also, if you are someone who likes privacy and prefers not to have your life all over social media, then it is another indicator that a business name will be more suitable for you. However, if you are a professional and would like to be considered as an expert on a particular topic, it may be better to use your personal name for your branding. Keep in mind that if your real name is too difficult to spell or remember then it may be a good to use an abbreviated version of it or to simply use a nickname that you would like to be known as.
Besides if you do have any questions give me a call:

Answered 2 years ago

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