Choosing a Name for Your Coaching or Consulting Business

Choosing the right name for your consulting or coaching business is one of the most important decisions you’ll make, yet many entrepreneurs rush it or base it on what “sounds cool.” The truth is, your business name impacts your visibility, your credibility, and your ability to grow long-term.

In this blog post, we’ll break down:

• Why your business name matters for online search and branding

• Why personal names often outperform brand names in consulting

• What happens when you outgrow a business name

• How to move from confusion to confidence in your naming strategy

Why Business Names Affect Your Search Visibility

When people look for a consultant online, they usually type a person’s name + expertise... not a brand name they’ve never heard before.

For example:

• “Betsy Jordyn consulting coach”

• “Marketing strategist for consultants”

• “Business naming consultant”

These are search terms people actually type.

If your business name doesn’t match how potential clients search, you miss opportunities. That’s why your own name becomes a powerful SEO asset — especially in personal branding businesses like coaching and consulting.

Personal Names vs Brand Names: What’s the Difference?

Many consultants start with a business name like BrandX Consulting or Growth Strategy Co. — names that sound professional. But what most don’t realize is:

• Brand names without your own name are harder to rank for
• They often lack distinctiveness in search results
•  They can confuse potential clients who don’t know who you are yet

On the other hand, using your own name offers clarity, credibility, and searchability from day one.

The Problem With Rebranding When You Pivot

Sooner or later, your business will evolve:

• Your offers will expand

• Your target audience may shift

• Your messaging will deepen

If your business name is tied to a niche, a location, or a concept, any shift means rebranding — which costs time, money, and recognition.

Every time you rebrand, you reset SEO equity, confuse current followers, and lose momentum.

That’s why many successful consultants opt to build their platform around their own name and use taglines, frameworks, and DBAs (Doing Business As) to express specialization instead of renaming the whole business.

How to Use Taglines and Frameworks Without Rebranding

Instead of changing your legal business name, consider:

✔ Taglines

A short phrase that explains what you do:

Betsy Jordyn Consulting
Helping consultants get clarity, confidence & conversions

✔ DBAs (Doing Business As)

You can operate multiple business identities under one legal name — e.g.:

• Betsy Jordyn Coaching

• Confused to Confident Academy

• Messaging Mastery Method

These expressions can be used in:

• Website headers

• SEO titles and meta descriptions

• Social media bios

• YouTube channel names

This allows you to pivot and expand without losing the SEO equity tied to your name.

Naming Strategy That Grows With You

Before you pick a business name, consider this checklist:

✔ Will this name help people find you in search?

✔ Does it reflect your future potential offers?

✔ Can you build authority around it?

✔ Is it niche-specific or flexible enough to evolve?

✔ Does it align with your long-term goals?

If you want a business identity that stands the test of time — and search engines — building around your own name is often the best strategy for coaches and consultants.

Next Steps: From Confused to Confident With Your Brand

Naming your business is a strategic decision — not just a creative one.

If you’re feeling stuck or overwhelmed with your brand identity, I created a resource that takes you from confused to confident in your positioning. It has 4-questions to help you go from confused to confident in what you do, with messaging that makes the right clients say, “Where have you been? I need you!” Download here: https://www.betsyjordyn.com/confused-to-confident