Branding is all about personality and creating a DNA with meaning. To me, naming the consultancy with your own name had no meaning unless people already know you. I chose something that was intended to make a statement of what I offer and how I work.
The Directive Collective.
Directive meaning focused and forward thinking with purpose. Collective is how I work both with clients and key contractors.
I brainstormed at least 50 other options before I came up with that. Will try to dig those up.
A non personal name also has the advantage that it’s perceived as more than an individual or personal opinion and can live on if you sell, incorporate or pass on to a new generation. (Though there are obviously examples of firms named for an individual still going when they are gone).
R