Well, there's been people who have sullied their real names to scam as well,  but many of the scammers operating under their real names simply overpromised and failed in the face of reality.

What you really need to do as you build your site infrastructure is build a reputation for competence and honesty. Trade frequently whether you do it under a real or assumed name. Do join the WOT. Maybe test the registration and login process with a couple other names first so you don't register a key only to find you can't log in.

You can bit coin with a real name or pseudonymously (like anonymous, but some people retain your powerword), but don't assume any screen name can be completely separated from meatspace.