I've seen a lot of people insist on using their real names.

I'm not a fan of the idea. NO, I don't have anything to "hide", I just don't like the idea of my real name plastered all over google.

I don't even use facebook.

Managing a real life personal and business reputation is enough.

Is there another trustworthy, legitimate way to brand myself and keep in open touch with my customers?

Would a character or a persistent avatar work?

It's up to you, Jeremy, and it is possible to brand yourself with a username, but in reality this reticence for most people seems to stem more from previous involvements rather than to the current business at hand. There's nothing to 'manage' about a business reputation either offline or online if your business itself is managed properly.

On the other hand, some people are serious 'privacy' advocates and may choose to remain anonymous because of the erosion of the Privacy Act in most jurisdictions. If that's your position, look for ways to brand yourself consistently. It's not really the 'name' that counts... but the reputation that goes with the name. If you are true to yourself and others, over time, folks will figure that out.

Tula

Pseudonyms are used all the time. This can actually make it easier to sell a business in the future if it is not connected to the owners real name.

An example would be Eben Pagan. He is a recognized as a guru in the Internet marketing niche. He uses the name David Deangelo for his dating information business and is recognized as an expert in that niche as well.

Jamison

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This is absolutely true, even offline. If you sell Bill's Mechanics to Joe Blow, Joe will now have to change the name of the business.

Sometimes we are rather egotistical about our names and want to see them up in lights. You know.... McGyver and Sons. And then the sons want nothing to do with it.

Tula

You don't have to use any name at all if you don't want to. I really don't think it makes a big difference to tell you the truth.

Most Internet Marketers do not use their real name when it comes to promoting affiliate products or even their own product.

If you did a whois lookup of many websites, you would find that the owner and the portrayed owner are different!

Personal branding is necessary if you provide a service or wish to become an authority.

It isn't needed at all for regular IM.

I have seen many internet marketers using a 'trade name' and become very successful.

They have at the same time when giving testimonials and making other comments divulged their real name.

I suppose the secret is to maintain an identity name which links with everything you do.

John Wayne, Marilyn Monroe, Mark Twain, Voltaire, Lewis Carroll, David Copperfield, Carmen Electra, James Herriot, Charleton Heston, Larry King, George Orwell and Tom Wolfe.

None of those are their real names.

Yes, and they sure managed to brand themselves!