From Solo to Group Practice: Is It Time to Rename Your Business?

Ohhhhh the joys of choosing a business name. You want something that feels like you, but is unique.

A simple solution? Naming the practice after yourself.

You ARE the brand. People are looking for YOU.

Having a practice named after you builds trust faster because it automatically feels personal and human – it’s literally your name!

This is really smart… at first. But here’s where things get a little more complicated.

If you aren’t ever planning on hiring another clinician on your team, I am Team Name Your Practice After Yourself Forever And Ever Amen.

But what happens when you want to be a group practice and hire your first clinician?

I’ve walked clinicians through this predicament many times, and here are the challenges that I see pop up…

Clients Assume They’ll Be Working With You

I mean… can you blame them? Even if your website clearly lists other clinicians, inquiries often come in asking specifically for the owner. And that request is tenfold when the practice name is also your name. This isn’t because clients are ignoring your team… it’s because your name signals that you are *the* service provider.

Your Team Can Feel Invisible

Even if you do all the things to hype them up in the community, if your brand centers on one person then it can unintentionally position everyone else on the team as “secondary”. It’s not your intention, I know. But perception matters.

A Rebrand Becomes More Likely

At a certain point, your name may no longer reflect the actual structure of your business. Maybe as the business owner, you eventually want to step back and not see as many clients, yet everyone assumes you are going to be front and center in your biz. This can create misalignment internally and externally.

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When I Would Consider a Rebrand (or at least a Rename)

I don’t think clinicians need to rebrand just because they are thinking about growth. But I do think that moving from a solo to group practice is a prime time to explore if your business name and model is serving you the way you want it to in your next season of growth.

If you are thinking about hiring your first clinician, want to intentionally build a team-based model, want clients to feel confident booking with any provider, and may want to step more into a leadership role, then I do think you need to consider a name change (at a minimum).

Rest assured, this doesn’t mean that your name disappears! It just means your name shifts from being the practice to being part of the story.

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This is one of those conversations that’s a tough pill to swallow. It’s helpful in theory… but may be even more helpful when you can see how it actually played out for someone else.

Let me introduce you to Sam.

Sam Berkowitz is a dietitian based in Asheville, NC. When she first built her practice, she named it Sammi B Nutrition – personal, clear, and made total sense as a solo practitioner. 

But when Sam reached the point of hiring her first dietitian, something clicked: the name no longer matched the vision.

During the brand strategy call, we chatted about where she wanted the practice to grow to, types of clinicians she wanted to bring onto the team, and types of clients she wanted to attract.

We intentionally included naming as part of her brand work and reintroduced her practice as Unmasked Nutrition – a group practice in North Carolina specializing in the intersection of eating disorders, disordered eating, and neurodivergence.

Here’s the thing – naming your practice after yourself is not a mistake. It’s often the most aligned choice early on.

But as your business grows, it’s worth thinking about whether your current name leaves space for new team members, shared trust, and a business that doesn’t solely rely on you.

PS: Sam also used the Ebb & Flow website template to bring her new brand to life online! If you’re also a clinician looking for a private practice website template, check them out here.