How to choose a business name
By Ash, Founder, HosteazePublished 2 min read
The short answer
Shortlist names that are easy to say, spell and remember, and that won't box you in if you add services or move area. Then check each one against the Companies House register, the UK trade mark register and domain availability. Only fall in love with a name after it passes all three checks.
A business name gets said on the phone, typed into Google, painted on a van and printed on invoices for years. Most naming mistakes aren't creative ones. They're practical ones: a name nobody can spell, a name someone else already owns, or a name that stops making sense when the business grows.
What makes a good business name?
Before you check availability, test each name on your shortlist against these five questions.
- Can someone spell it after hearing it once? Say it to a friend over the phone and ask them to type it.
- Is it short enough for a van, a social handle and an email address?
- Does it still work if you add services? "Leeds Boiler Repairs" is awkward once you also fit bathrooms.
- Does it mean anything unfortunate, in English or in the languages your customers speak?
- Is it different enough from competitors in your area?
Descriptive or made-up: which is better?
| Name style | Example | Strengths | Weaknesses |
|---|---|---|---|
| Descriptive | Bristol Dog Grooming | Instantly clear, helps locally | Hard to trademark, limits growth |
| Founder's name | Hughes & Daughter | Personal, trusted | Harder to sell the business later |
| Suggestive | Brightpath Tutoring | Memorable, hints at the benefit | Needs more checking for clashes |
| Invented | Zuvo | Easiest to own and protect | Means nothing until you build it |
Our view: suggestive names are the sweet spot for most small businesses. The UK Intellectual Property Office won't register a mark that simply describes the goods or services, so a purely descriptive name is hard to protect.
What are the legal rules in the UK?
If you're forming a limited company, the name must usually end in "Limited" or "Ltd". It cannot be the "same as" a name already on the Companies House register, and Companies House ignores things like punctuation, "UK" and a trailing "s" when it compares names. So "Hand's Ltd" and "Hands UK Ltd" count as the same as "Hands Ltd".
You also need permission to use sensitive words or anything suggesting a link to government. Sole traders don't register a name at all, but if you trade under a name other than your own, the Companies Act requires your own name and an address on business letters, invoices and receipts.
What should I check before I commit?
Run every finalist through three checks: the Companies House register, the UK trade mark register and domain availability. Our guide on how to check if a business name is taken gives the exact steps. For the web address, see how to choose a domain name for a business and .co.uk vs .com. If you plan to grow, registering a trade mark protects the name you've worked hard to pick.
Frequently asked questions
Can I use my own name as my business name?
Yes. Sole traders can trade under their own name, and many do. If you add other words, for example "Patel Plumbing", it becomes a business name and you'll need to show your own name and an address on letters and invoices.
Does my company name have to match my trading name?
No. A limited company can trade under a different business name. The registered name still has to appear on official documents, and the trading name must not include "Limited" or "Ltd" or a sensitive word without permission.
Should my business name and domain name match exactly?
Ideally, but it's not essential. A close version that's easy to spell is better than an exact match with hyphens or an odd ending. What matters most is that customers can type it after hearing it once.
