The belief I used to hold onto (and could still be correct), is that you should not name your business after yourself or make yourself the centrepiece of the business.

This is comparable to 101 level, and is just limiting: if you follow the traditional thought,
then what happens is when you sell the business and someone else takes over:

• Does the new owner need to rebrand?
• What about the negative effects of creating key-person dependability if you are the centrepiece?

This is the antithesis of effective systemisation. Just these two points alone are significant reasons why you, the founder, should not be the centrepiece of your business.