Your business name is one of the first things people will notice—it’s your brand’s identity, your first impression, and a key part of how customers remember you. But choosing a name isn’t just about creativity; it also involves legal considerations and smart branding strategy. Here’s what you need to know to choose the right name for your business in the UK.

1. Make It Memorable and Meaningful

From a branding perspective, your business name should be:

• Easy to pronounce and spell – Avoid confusing or overly long names.
• Relevant – Choose a name that reflects your product, service, or values.
• Unique – Stand out from the competition with a name that’s distinctive.

Consider your long-term vision. A name like “John’s T-Shirts” might work now, but it could limit you if you expand into other clothing lines.

2. Check Name Availability

Once you’ve got a shortlist, do a thorough check:

• Companies House – Search the name availability tool to ensure no one else is using the name if you’re registering a limited company.
• Domain names – Check if the website domain is available. Ideally, you’ll want a matching .co.uk or .com address.
• Social media handles – Consistency across platforms helps build brand recognition.
• Trademarks – Use the Intellectual Property Office to see if the name (or something similar) is already trademarked.

3. Understand Legal Restrictions

In the UK, certain rules apply to business names:

• No offensive or misleading terms.
• Avoid ‘sensitive’ words (e.g., “Royal,” “Bank,” “Authority”) unless you have special permission.
• Cannot be too similar to an existing business name, especially if it’s registered with Companies House or trademarked.

Sole traders have more flexibility but still need to avoid names that mislead or breach trademark law.

4. Consider Registering a Trademark

If your name is central to your brand and you want to protect it, registering it as a trademark gives you legal rights to prevent others from using it. This can be especially important for online businesses or companies operating nationwide.

5. Test It Out

Before committing:

• Say it aloud—does it sound clear and professional?
• Ask for feedback from friends or potential customers.
• Make sure it doesn’t have unintended meanings in other cultures or languages (especially important if trading internationally).

Final Thought

Choosing a business name is part creative process, part legal exercise. Take the time to get it right—it’s one of the most valuable assets your business will have.