A lot of people try to take the personal element out of their business as they are trying to target work from other businesses. However, they forget that businesses are run by people and the people that are doing the hiring often like to know "who" they are hiring.

I am a photographer, and market myself as such. People hire me not just for the photos I take, but also for my personality and the way I work with people. If I wanted to be a faceless business, I would have given myself an obsure company name. I am a self employed photographer that works under my own name, and as such, feel it is more beneficial to use "Photographer" as they are hiring "me" for what I can do as a photographer.