What is your desired scale for your company?: You may already know that you want to stay very small ("solopreneur"); that you will always be the face of your brand; in that you will be the one doing this training and up selling products; and that you will never sell or pass on the business as a brand. But using your name does not just affect exit strategies: you may change your mind and decide to grow by including other trainers or partners who might feel more vested in a business that does not revolve around one person's name. The brightest counter examples I can think of are the Kahn (Academy) and Lynda(.com)—but note the twists: neither are pure personal names—and neither started out with the intention of becoming big brands in the training space.

Your name already has meaning and context: All personal names have their own social, cultural, ethnic, and sonic qualities any of which can help, limit, or even kill your ability to differentiate your brand successfully based on your name. Example: A independent fashion designer client of mine was sued by a global fashion label because her first name happened to coincide with theirs—they essentially forced her to use her last name twice in her brand, sandwiching her first name which had to be smaller that the the bracketing last names. And I was left with the task of visually rebranding her company with a mark that makes it seems as if none of these constraints ever existed. So, you're unlikely to get anywhere with this strategy if your legal name just happens to be Charles Schwab. Conversely, a very common name might never catch wider traction simply (beyond your WOM, 1-1 client base) because it is unmemorable or generic. This applies to regular company and product names too—even from top brands. Try searching Google for Apple's Numbers or Mail or Pages support resources online... and see how many irrelevant hits you get compared to searches for InDesign or PhotoShop. When the name is rather generic the other factors such as the visual brand language (yes, the logo matters too!) have to over compensate to establish and maintain differentiation. So the question put before you by others here (What is YOUR name?) is very relevant. Even if your have a great name you would be missing out on crafting a name specifically directed at your type of service and your tagline, service descriptors, urls, etc may also have to also overcompensate.

Tightly coupling your name to the brand can have other risks: If you experience personal lapse or failure that may have nothing to do with your expertise—your brand will be tarnished. This would apply to a DUI or even a nasty child custody dispute or the best / worst case: Martha Stewart.

These are all just possible cautions to be aware of (there are many others). Still, a brand based on your name is probably fine especially if your primary (money making) interactions are 1-1 and you plan to stay small. Ask yourself, is my training approach generic to my field or unique (search: Stanislavsky System or Method)? Then, if you are really good at what you do and personally trustworthy these values will also gradually build-up on your brand—unless your name is something like Jim Bezzler.

In that case, please don't call me unless you want a new name.