So I've been full-time freelance for about 14 months now. Graphic design, mostly branding stuff. When I started I just used my own name - 'Jane Doe Design' or whatever - because I didn't want to overcomplicate things. But now I'm getting bigger clients and I'm wondering if I should have a proper business name. Is it actually worth the rebrand or am I overthinking it? Also, tax-wise, does it matter?
Freelancing
I'm freelancing full-time but still operating under my own name
I operated under my own name for 4 years. It was fine for referrals but a nightmare when I tried to sell the business. If you're never planning to sell, it's probably fine. But 'Jane Doe Design' is essentially you you - you can't separate your personal identity from the business.
fwiw I've been 'my name' for 6 years and have zero plans to sell. clients don't care. they hire you. the only real hassle is when someone tries to pay 'Jane Doe' with a check made out to a business name. but that's rare.
Taxes depend on your structure, not your name. Sole prop under your name is default. If you form an LLC, you can still do business as your own name - it's called a DBA or trade name. The name doesn't change the tax treatment. The structure does.
Also worth noting: the DBA filing is usually cheap and easy. You can keep your legal name but file a DBA for a trade name. No need for a full rebrand if you just want a separate business identity for invoices.
Are you actually losing clients because of the name? If not, this is a classic freelancer procrastination project. I spent three weeks on a logo once. Didn't get me a single new client.
I did the opposite - made a business name, then realized I hated it and went back to my own name. Grass is always greener. The real question is whether you want to be a brand or a person. People hire people.
That last part is kinda the key. If you're the face of the business forever, own name is simpler. If you ever want to hire subcontractors or sell, a separate name starts to make more sense.
One more thing - if you do file an LLC under a different name, don't forget the annual report fees. In some statse it's a few hundred a year. Not huge, but if you're doing fine under your own name and it's just ego, maybe skip it.
Ego? I feel attacked 😂
Another practical angle: some corporate procurement departments will only pay a business entity, nott an individual. If you're targeting bigger clients, an LLC with a business name can remove friction. But plenty of freelancers get by with just a DBA and an EIN.
Appreciate the DBA tip - I didn't realize I could keep my legal name but add a trade name for invoices. That's probably my best move. The procurement thing is interesting too. I'll look into what my state charges.