I went through this same problem recently. I'm a freelance writer so my name is very important but I was setting up a small copywriting and translation company so I thought that a memorable business name would be just as important. In the end I went for the business name as it was easier for branding and marketing. But that is just my opinion. I got a great logo designed and everything seems good so far.
Personal touch I think is good but you can always have an About page on your website that has a nice photo of you and your own personal history. You can also sign off on blog posts with your name (assuming you want to run a blog on your site) to give it that nice personal touch.

Hope that helps but in truth it's whatever you feel comfortable with. You will hear hundreds of arguments for both approaches 🙂