What’s in a business name?

Your Business Name: How to Get It Right First Time

Your business name is the foundation of your brand. Get it right, and your marketing flows. Get it wrong, and you’ll spend half your life explaining what it is you actually do.  I remember choosing the name for my business – it took me weeks and weeks, and I felt I could not move forwards until it was nailed!

A name can be abstract or informative, but it must be intentional. Your branding and marketing strategies are built around this name, so it needs to be fit for purpose from day one.

Here is what you need to consider before you sign on the dotted line.

1. Decide What You Want to Portray

Your name should ideally pinpoint who you are or what you do. This saves time and makes your marketing more efficient.

Be careful with specifics. Adding your location (e.g., “Surrey VA”) is excellent for local SEO, but it can be a hindrance if you plan to scale nationally or globally. The same applies to specific services. Don’t name your business “The Transcription Queen” if you plan to offer executive PA services or project management later. Aim for a name that allows for growth, not one that boxes you in.

2. Personal Name vs. Business Name

There are pros and cons to both, but you need to be honest about your long-term goals.

• Using your own name: This is transparent and personal. It builds a brand around you. However, it doesn’t immediately describe your service and can sometimes come across as a solo hobby rather than a scalable agency.

• Using a company name: This often feels more established and can allow you to command higher fees. It is easier to sell in the future, but it can feel impersonal if not branded correctly.

3. Check Trademarks and Companies House

Do not fall in love with a name until you know it is legally available. Once you have a shortlist, carry out a trademark check. You do not want to spend hundreds on branding only to receive a cease-and-desist letter three months later.

Check Companies House to see if the name is already registered. Even if you are starting as a sole trader, you want to ensure no one else is using that name as a limited company. Finally, check domain registries. If the .co.uk or .com isn’t available, you might want to rethink.

4. Test It Out

Before you commit, test your shortlist on your ideal customers and existing professional network. Does the name resonate with them? Do they understand what you do? A name might sound clever in your head but fail to land with the people who actually pay your invoices.

5. Things to Avoid

There are legalities you cannot ignore. Never use Limited (Ltd), LLP, or PLC unless you are actually registered as such.

Also, steer clear of “sensitive” words. There are strict rules around using words like “British,” “National,” or “International” which can imply your company has a certain status or national importance.

Choosing a name is a big step, but don’t let it paralyse you. Use these steps to find something that is legal, scalable, and professional.

How did you choose your business name? Did you go for a “trading as” name or stick with your own? Let me know in the comments.