Choose the right name for your business

Choosing a business name to create the right impression

When you are generating ideas about a business name, you initially may want to focus on personal preference. However, an objective approach will enable you to consider the customer first.

Remember that your business name will be the cornerstone of your brand. It should work well wherever you use it - on the phone, in your logo, signage, stationery, advertisements, website, uniforms and any other media you plan to use to reach the market. See our guide: branding: the basics.

Points to help you decide on a name for your business

• Do you want the name to reflect what your business does - framing, moving, cleaning, building? Or would something more abstract be suitable?
• Would it be a good idea to include your own name?
• Do you want a traditional-sounding name, conveying durability and old-fashioned values, or a modern name, suggesting a fresh, innovative approach?
• Think about the future - avoid words or phrases that are likely to date quickly.
• If you're likely to be trading overseas, check that the name doesn't mean anything inappropriate in the relevant languages and that it can be easily read and pronounced.
• Think about callers and customers - avoid very long names, strange wordings and unusual spelling. If you're planning to advertise in directories such as the Yellow Pages, think about using a name that appears near the beginning of the alphabet - it will ensure it's an early entry.
• If you're focusing on the local market for your product or service, think about using the name of the city or town in the business name.
• Keep your trading name creative, but your corporate name bland. This will give you the flexibility to develop other brands and trading names in the future.

Note that there are rules that could affect your choice of business name. Read information on business names on the Companies House website - Opens in a new window.

Subjects covered in this guide

• Introduction
• Choosing a business name to create the right impression
• Names for limited companies and LLPs
• Names for sole traders, partnerships and limited partnerships
• Use of sensitive words and expressions in business names
• Displaying your business name
• Getting your business name on the web
• Here's how I chose the name for my business

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