When I first decided to set up as an independent PR consultant, I wasn’t sure what to call my company. I dithered around for a while, pondering plays on words and clever connotations, but in the end, I chose to use my own name for my business. There were a few reasons for this:
I work alone
Some agencies are other independent consultants who bring in freelancers according to when they need the additional capacity, which is a great model and it clearly works well for others. But this was never my plan. I’m not a massive fan of management, and I really enjoy the actual PR work – I don’t want to delegate writing and media liaison to other people! My clients buy my experience and work directly with me at all times, whether it’s on a project, a retained contract or a little bit of in-house strategic support. Responsibility for results lies with me and that’s the way I like it.
I have a good network
I’ve been working in PR for a while now (when I started, press releases were still sent by fax!) and I have met a few people along the way. I’ve worked in several agencies in Newcastle, Manchester and London, and had some great colleagues and clients along the way. My first solo client was an old client from a London agency who had left their business to set up a new venture (and they’re still with me now!). Using my own name helped build my business based around me, although that was admittedly a bit weird at first, Ive always been used to promoting others, not myself. But I could use social and traditional media to present my personality as well as my work and that’s helped along the way. People buy into people, work is all about relationships as well as expertise.
I’m indecisive
Honestly, whatever name I chose, there was a risk I would go off it. Using my own name means consistency, as I’ll never rebrand. It’s my name on the door and that’s how I like it. At first I was almost apologetic, when I introduced myself or my email on the phone, as I worried that it seemed a bit egotistical – but I really don’t think people are that interested. Nobody has ever hired a company because of their name, it’s more about what that name (ie the overall brand) represents. I’m all about honesty – being clear and straightforward. So it’s very much ‘does what it says on the tin”.
Thankfully, my own brand name has worked really well for the last 13 years: I’ve only had a few people contacting me thinking I was the actress! The website has had a refresh along the way, a few grey hairs have joined me, but the logo, the company name and the ethos all remain the same – to provide creative, strategic, honest PR.
