Branding is definitely important in this business. That is why the scam companies try to use several brand names for their company to their advantage. By using different names, they hope to be able to create an eventual brand name of trust among the students. The students do not know that the companies have several identities online and, up until recently, I thought that independent writers had only one identity online as well.
I have used my name across several work platforms and social media consistently for the past decade. So, when I came across an independent writer who has 6 different names on various social media accounts and job platforms, I knew he was trouble. Upon further investigation, I found out that his work quality and cost depended upon the identity that the client hired him ask. He had a high - end profile, a mid-range profile, and a low-range profile. All designed to allow him to earn the most out of his clients, depending upon their actual student abilities.
I consider that independent writer to be a scumbag and I have spent a lot of time blowing his cover wherever I find him. That is why I think student's should still be careful of the writer they hire, regardless of his name brand. You never really know...