10 expert tips for choosing the perfect name for your new business

Choosing a name is one of the first tasks you face when you decide to start your own business.

Although it isn’t the end of the world if you decide to change your name later on, it makes things a lot easier if you get it right from the start.

Here are some business naming tips from the Bytestart team based on our twenty years of experience working with small firms.

1. Think about the long term

Ideally, your business will grow and evolve, so avoid picking a name that’s too narrow or specific. This gives you room to expand later.

For example, instead of ‘London Replacement Car Batteries Ltd,’ you might go for ‘London Replacement Car Parts Ltd,’ which allows for future diversification.

A name that is too specific could limit your potential to explore new markets or products, which is crucial for long-term growth.

2. What about a self-explanatory name?

Decide whether you want your business name to clearly describe what you do (e.g., ‘Shopfitter,’ ‘Graphic Designer’) or if you’d prefer a more creative or abstract name.

This is largely a personal choice and may also depend on the naming conventions within your industry.

Self-explanatory names have the benefit of instantly telling customers what you offer, but a more abstract name might give you greater flexibility if you plan to pivot or add services later.

3. Choose a domain name at the same time

Check the availability of domain names that match your preferred business name.

Ideally, your domain should be the same as, or closely aligned with, your business name. Assuming you’re UK-based, make sure you secure the .co.uk and .com variants. These are by far the most popular domain name suffices.

This helps with branding and online visibility.

It’s also worth checking variations or common misspellings of your domain, to protect your brand and avoid confusion.

Securing the right domain early on is essential, as changing it later can be difficult without disrupting your online presence.

We use GoDaddy for all our domain names, and we’re not paid to say this, either! GoDaddy is straightforward to use, and – although it won’t be the cheapest registrar – it’s reliable and established worldwide.

4. Don’t infringe any trademarks

Be cautious not to accidentally infringe on existing trademarks when choosing your business name.

Including another company’s trademark in your name or branding can lead to legal issues down the line. Not only could this be costly to resolve, but you’d also have the additional expense and hassle of choosing a new name for your business!

The Intellectual Property Office is a good resource for checking trademarks and learning more IP.

5. Restrictions for limited company names

Limited companies are governed by a specific set of naming rules governed by the registrar of companies, Companies House.

For example, you cannot imply that your business has a certain status or qualification if it doesn’t.

Additionally, sole traders and partnerships aren’t allowed to use ‘Limited’ or ‘Ltd’ in their names.

You can learn more in our guide to choosing a name for your limited company.

6. Choosing a name if you’re a sole trader

Unlike limited companies, there is no central register of sole traders. This makes is difficult to find out if another business already trades under the name you want to use.

Thankfully, almost every business in the UK has a web presence or, at the minimum, will appear on a search – particularly for niche terms.

If you’re setting up a sole trader, consider reserving a limited company name in case you choose to incorporate in the future.

For more information on how to reserve a name for later use, read our guide on dormant limited companies.

It’s a simple process, and securing your name will legally prevent others from using it. It also allows you to transition smoothly if you decide to grow your business or bring in additional partners.

7. Avoid using misleading words in your business name

Your business name should not be misleading or suggest an affiliation with an existing brand unless you’re operating a franchise or have permission through a formal agreement.

This advice is true for all types of trading structures – both sole traders and limited companies.

Misleading names can damage trust with customers or lead to legal challenges.

Always make sure your name accurately reflects your business and avoids confusion with established companies, as customers could feel deceived or misled.

8. Stay away from trendy or pretentious names

While it can be tempting to come up with a trendy or overly creative name, this approach doesn’t always work well in every industry. Although, of course, there are some exceptions!

It’s generally better to opt for a practical, sensible, and memorable name.

Trendy names can also age poorly or become irrelevant as tastes change.

Think about how your name will stand the test of time and appeal to a broad audience over the long term, not just in the current market climate.

9. Keep it simple

Above all, aim for simplicity.

Customers and clients are more likely to remember a short, snappy name than a long or overly complicated one.

Simple names are also easier to spell, pronounce, and share.

A name that’s too complex could result in potential clients forgetting it or misspelling it online, making it harder for them to find you. Keeping it simple ensures your brand is accessible to everyone.

10. Test it out first

Before you commit your name idea to paper, test it with a few trusted people – friends, family, and even potential customers.

Get feedback on how it sounds, how easy it is to spell, and whether it conveys the right message.

Sometimes a ‘perfect’ name may look great on paper but sound awkward or unclear when spoken aloud.

Also, consider how the name might translate if you plan to expand internationally in the future.