I'm trying to decide whether to market under my own name (Franklin Thomas, Utility Auditor) or create a company brand (like Apex Utility Solutions or whatever). Does it matter for credibility?
Building a Brand vs Just Being a Person
I started under my own name and it worked fine. The advantage is people are hiring YOU - your expertise, your reputation. The downside is it's harder to scale or sell the business later if it's synonymous with your personal identity.
I went with a company name from day one. It makes you look bigger and more established even when you're a one-person shop. When I send a proposal from Southeastern Utility Auditors it carries different weight than if it just came from Lester V. But honestly, the work sells itself regardless.
Both approaches work. I'd lean toward a company name even if you're solo, just because it gives you room to grow. If you ever bring on a subcontractor or partner, it's awkward to have them working under your personal name. But plenty of successful auditors in this association market under their own name. The important thing is to be consistent - whatever you choose, use it on everything.
Leaning toward a company name now. I'll set up the LLC and get the branding done this month. Thanks for the perspective.