Small Business Guides / starting a business in the UK

How to Choose a Business Name UK: Practical Checks

Choose a name that customers can understand, remember and find. Check the legal position before you order signs or pay for a website.

Start with the customer

Write down what you sell, who it helps and the impression you want to create. Shortlist three to five names. Say each aloud, spell it over the phone and ask someone unfamiliar with the idea what they think the business does.

A clever name that needs explaining can create extra work in every enquiry. Think about how the name will fit if you add services or serve a wider area later.

Check different rights separately

For a limited company, check the Companies House name rules, including similar names and restricted or sensitive words. Registering a company name does not give you automatic trade-mark protection. Check relevant trade marks as well.

A free domain name is not proof that a trading name is legally safe. Search for businesses using similar names in the same market and consider specialist advice if the name is commercially important or a potential conflict appears.

Use this shortlist test

1. Can customers pronounce and spell it?
2. Does it fit the service without making an unsupported claim?
3. Does it meet the rules for your proposed business structure?
4. Have you checked similar businesses and relevant trade marks?
5. Are suitable domain and social identities available?
6. Will the legal business name be clear on invoices and business documents?

Decide before spending heavily

Record the checks and the date you made them. Agree who owns domains, designs and accounts if someone helps with the branding. Use a business-controlled email and retain access details securely.

Continue with domain and email setup, branding and a website designed for your business.

Explore Polar’s business tools or the connected business software for the next practical step.