How to choose and check your business name

What's in a name? Quite a lot, actually!

Choosing a name for your business is one of the most exciting first steps. It’s the first thing your customers will learn about you, and it forms the foundation of your brand. A great name can be memorable and professional, while a poor one can be confusing or easily forgotten. Taking the time to get it right now will save you a lot of hassle later on. This guide will walk you through how to pick a great name and make sure it’s free to use.

Step 1: Brainstorm Your Perfect Name

Before you start checking for availability, you need some ideas! Grab a pen and paper, or open a new document, and let your creativity flow. Aim to create a shortlist of three to five names you really like. Here are a few tips to get you started:

• Keep it simple: A name that’s easy to say, spell, and remember is a huge advantage. Avoid complicated spellings or long, clunky names.
• Hint at what you do: A name that gives a clue about your products or services can be very effective. For example, ‘The Speedy Slice’ for a pizza delivery service.
• Think long-term: Avoid names that are too specific or limit your future growth. If you call your business ‘Bristol’s Best Buns’, it might be tricky if you want to expand to Bath!
• Be unique: You want to stand out from the crowd. Try to avoid names that sound very similar to your competitors.
• Get feedback: Say your potential names out loud to friends or family. Do they understand it? Can they spell it after hearing it once?

Step 2: The All-Important Checks

Once you have your shortlist, it’s time to do some detective work. This is the most important part of the process. You need to make sure your chosen name is legally available and that you can use it online. It’s much better to find out now than after you’ve paid for a logo and printed business cards!

Here are the three essential checks you must carry out for each name on your list:

1. Check the Companies House Register: If you plan to set up a limited company, your name cannot be the same as another registered company. Even if you're starting as a sole trader, it's a good idea to check this in case you decide to become a limited company later. Search for the 'Companies House name availability checker' on the GOV.UK website.
2. Check the UK Trade Mark Register: A trademark protects a brand name, logo, or slogan. Someone could have registered your name as a trademark, even if it’s not in use as a limited company name. If they have, and you operate in the same industry, you could face legal action. You can search the register for free on the Intellectual Property Office (IPO) section of the GOV.UK website.
3. Check for Domain Names and Social Media: In today's world, your online presence is vital. You need to check if the website domain name (like yourbusiness.co.uk) is available. It’s also crucial to see if the name is available on the social media platforms you plan to use, like Instagram, Facebook, or X (formerly Twitter). A quick search on a domain registrar website and on the social media platforms themselves will give you an answer.

Don't get discouraged if your first choice is taken. This happens all the time! It’s why you created a shortlist. Simply move on to the next name on your list and run the same checks.

What's Next?

Congratulations! Once you've found a name that has passed all three checks, you can be confident in moving forward with it. This name will be a key part of your business as you start to build your brand, register your business, and reach out to customers.