Top tips for choosing a name for your company

Choosing a company name sounds simple, doesn’t it? But this single aspect of the company formation process can be a minefield, even for those in the know. Whilst selecting a name can be a fun and creative thing to do, it can also prove to be a complicated, frustrating and an exhausting process.  Here are our top tips to get you started:

Now you need to consider whether your choice of name meets the requirements of the Registrar.  Put simply, your name must:

  • Start by brainstorming with family and friends
  • Make it memorable (alliteration works well - think Coca Cola or PayPal)
  • Avoid anything similar to your competition
  • Stay away from industry jargon - whilst you might understand it, your customers probably won’t
  • Don’t pick a name that is confusing or too long, although long names (I Can’t Believe it’s not Butter) can sometimes work well
  • Don’t restrict by using a geographic area or location – what happens if your business grows either here in the UK or even overseas?
  • Make sure it’s easy to spell.  Chances are your customers will use Google to find you so make it as easy for them as you can
  • Try to convey the expertise, value and uniqueness of your product or service;
  • Don’t choose a name that’s too topical or that will date easily - think of the future and possible expansion of your business
  • Make sure you have a couple of options

There are a number of restrictions and controls on your choice of company name, including the use of “sensitive” words and expressions that may require further justification and words, symbols and phrases which are ignored for the purposes of determining if two or more names are the same:

  • Not be offensive
  • End in Limited or LTD (or the Welsh equivalent)
  • Not be same as a company name already on the register

Our formations team are experts in the complex field of namechecking and will be more than happy to help you.


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