How Do I Choose a Business Name?

The 'Utility First' approach to naming

It is tempting to spend weeks looking for a name that is clever, evocative, or unique. However, in the early stages of a business, your name's most important job is to not get in the way. It should be easy to say over the phone, easy to spell in an email address, and easy to find on Google.

Avoid overly complex words, intentional misspellings (like 'Kwick' instead of 'Quick'), or obscure references. If you have to explain the name every time you say it, the name is failing. A simple, descriptive name often performs better than a creative one because it tells the customer exactly what you do.

Evans would usually suggest that for a B2B consultancy or service business, using your own name or a simple combination of your sector and a professional suffix (e.g., 'Cumbria Tech Advisory') is a safe and effective starting point.

Legal availability: Companies House and Trade Marks

Before falling in love with a name, you must check if you are legally allowed to use it. In the UK, this involves two distinct checks. First, check the Companies House register to ensure no other limited company is already using the name or something 'too like' it.

Second, and more importantly, check the UK Intellectual Property Office (IPO) trade mark register. A name can be available on Companies House but already trade-marked by someone else in your sector. Using a trade-marked name can lead to expensive legal disputes and a forced rebrand later.

Be aware that certain words are 'sensitive' and require permission to use in a company name, such as 'British', 'Institute', or 'Chartered'. Always check the official GOV.UK guidance on naming requirements and restrictions.

The 'Search and Social' check

Once you have a shortlist of names that are legally available, check the digital landscape. Is the .co.uk or .com domain available? Are the relevant handles on LinkedIn, X, or Instagram free? Even if you don't plan to use every social platform, securing the handles prevents others from squatting on your brand.

Search for the name on Google. Are there established businesses with similar names, even in different sectors? If the first page of search results is dominated by a large company with a similar name, it will be very difficult for your new business to be found online.

Consider how the name looks as a URL. Sometimes two words joined together can create unintended or embarrassing new words. Read your chosen domain name carefully before you buy it.

Should you use your own name?

For many service-based businesses, using the founder's name (e.g., 'Sarah Jenkins Consulting') is the fastest and most authentic way to start. It positions you as an expert and avoids the 'fake corporate' feel that some new small businesses struggle with.

The main disadvantage of using your own name is that it can be harder to sell the business later, as the brand is tied to you personally. If your goal is to build a large agency or a product business that operates without you, a 'brand' name is usually a better long-term choice.

If you are unsure, you can trade as a sole trader under your own name while you validate the business idea, and only commit to a formal company name once you are ready to incorporate.

Avoiding common naming traps

Avoid 'pigeon-holing' yourself with a name that is too narrow. If you call your business 'Southampton Web Design', you may find it harder to win clients in Manchester or to expand into SEO services later. A name that is slightly more flexible allows your business to evolve.

Be wary of using trends or slang that will date quickly. A name that feels 'modern' today might feel embarrassing in five years. Aim for something that feels professional and timeless.

Finally, don't let the naming process become a form of procrastination. Your business is defined by the value you provide to customers, not by the name on your letterhead. Choose a name that is 'good enough' and get back to selling.

When to seek professional advice

While you can do the initial checks yourself, if you are planning to invest significantly in branding or if your market is highly competitive, seeking advice from a trade mark attorney is a wise investment. They can conduct a more thorough search and help you register your own trade mark to protect your brand.

For the operational side of setting up, Evans Business Builder often helps founders move from the 'naming and ideas' phase into the 'active trading' phase, ensuring that the legal and commercial foundations are solid from day one.