There are two types of certificate on Windows: OV and EV. OV is easier to get and the key protection requirements are less strict, but your new identity starts

There are two types of certificate on Windows: OV and EV. OV is easier to get and the key protection requirements are less strict, but your new identity starts out with no reputation. Browsers will warn you that the program is rarely downloaded until you pick up some reputation from users not reporting it as malware. EV certs don't have that problem. Even for a new company or individual who has never distributed software to Windows before, user won't see any warnings. EV certs have a more thorough ID verification procedure, and keys have to be protected in hardware so you can't accidentally push them somewhere. Most CAs will physically mail you a USB dongle that you can use for signing. Nonetheless, the unknown binary warnings will go away even if you use an OV cert as long as your early users are forgiving.