How to choose a business name
Checklist
- Decide if you want the name you choose to reflect what your business does and where you do it (eg Clapham Drycleaners).
- Consider if you will want to expand and open branches elsewhere. If so, the name you pick should still be suitable should the business grow. A name that mentions a specific location might be inappropriate.
- Decide whether to incorporate your own name (eg John Smith Tiles), this might be wise if you will be operating in a small location where building a personal relationship with your customers is important.
- Consider if you should choose a traditional-sounding name, which will convey durability and old-fashioned values.
- Decide if a modern name, suggesting a fresh, innovative approach, is more suitable for your business.
- Consider if people are likely to look your up business in a directory. If so, choosing a name that starts with letters near the beginning of the alphabet will be beneficial.
- Plan for the future: avoid words and phrases that are likely to date quickly.
- Consider whether a name is easy to say and spell out over the telephone to callers and customers. Avoid very long names, strange words and unusual spellings.
- Check whether the corresponding domain name is available (visit www.nominet.org.uk) and register the name if you are planning to set up a website.
- Remember that certain words and expressions cannot be used in a name unless you have been granted permission. For example, words suggesting the business is of national importance (eg British, National, etc), has a special status (eg association, chartered, council, etc), or suggesting a connection to government or royalty (eg Parliament, Royal, etc).
- Ensure that your name or registered trade marks are distinct from competitors by checking the index on the Companies House website (www.companieshouse.gov.uk) and the Trade Marks Registry on the Patent Office website (www.patent.gov.uk)
- Ensure your name ends with limited, plc or Ltd, if you are a limited company, and that it does not include any of these if your are a sole trader or your business is a simple partnership.
- Ensure your business name works well wherever you use it - on the phone, in your logo, signage, stationery, advertisements, website, uniforms and any other media you plan to use.
Cardinal rules
Do:
- ensure that your name or registered trade marks are distinct from competing firms
- register your business name on the Companies House website if your firm is a limited company
- make sure your name makes a good first impression
Don't:
- choose a name that another business is already using
- assume that the website address (domain name) for the name you choose is available
