A large % of photographers choose to use their own names as their brand, and lots of them are quite successful with this.
However, I don't want to be selling only myself forever. I want to scale, and hire other photographers eventually as well.
Businesses that do this invariably have more typical brand names that they have created.
The trouble is, as far as startup goes, it will be vastly easier to market my own name. Because the #1 way of getting recognized is having impressive images out there with your name on them, as an artist. These are fine art images, so you simply can't stamp them with "japanphototours.com" or whatever, it just doesn't work.
So my question is, is it a bad idea to build recognition around my name, say www.johnsmith.com, until I get big enough to scale, and then change it to a more general brand down the road when I want it to encompass multiple photographers?