When creating a new business or brand, one of the many issues to be considered is what to call it.

For a designer, the most obvious naming choice is to use their own name, or a variant of their own name. It is common practice within the fashion and cosmetics industries for a designer or founder to name the brand after themself, and there can be many benefits to doing so.

However, there are also possible consequences to using your own name which should be considered at the outset to avoid running into future difficulties if you decide to sell your business.

Using your own name as a fashion designer or fashion retail business can have lots of advantages and can result in very strong brand recognition and brand power. However, it is important to ensure that you think about the future direction of the business and always seek legal advice around (i) whether brand clearance is advisable or necessary, even when you are intending to use your own name; and (ii) in relation to any intended sale of the business, or contractual terms around investment.

It is also important to think about what your name means to you and whether you would ever be comfortable in handing over the rights to it to an acquirer of your business. If not, it would be sensible to consider the use of a variant of your name or a different brand name altogether.

Harri Berridge unpacks the issue for Fashion United. You can read the full article here.