How to Choose the Right Company Name for Your New Business

Choosing a company name might seem like a small task on your startup checklist, but it can have a significant impact on your business’s success. Your name is more than just a label – it helps communicates your identity, values, and professionalism. It can influence how customers perceive your brand, how easily they can find you online, and even whether you can legally operate under that name in the UK.

In this guide, we’ll walk you through how to choose the right company name, covering creativity, branding, legal checks, and practical considerations specific to UK businesses.

Why Your Company Name Matters

Your company name isn’t just a formality, it’s a powerful tool that can shape how your business is perceived from the very beginning. In many cases, it’s the first thing potential customers, investors, partners, and even competitors will encounter. A well-chosen name can make a lasting impression, while a poorly chosen one can create barriers before you’ve even launched.

Here’s why your company name deserves careful thought:

• Builds brand recognition and trust
  A distinctive, professional-sounding name helps establish credibility and makes your business more memorable. Over time, it becomes a key part of your identity—something customers recognise, relate to, and recommend.
• Makes marketing more effective
  A strong name supports your marketing efforts across all platforms. Whether it’s being printed on business cards, featured in an advert, or mentioned in a podcast, a clear and catchy name boosts visibility and recall.
• Improves searchability and discoverability
  In an online world, your name needs to be easy to find and type. A name that’s too generic or hard to spell can be a major obstacle to attracting web traffic and social media engagement.
• Reflects your mission, values, or industry
  A good name communicates something meaningful about your business—whether that’s innovation, professionalism, creativity, or sustainability. It gives people a sense of what you stand for before they even read your tagline.
• Sets you apart from competitors
  In a crowded marketplace, differentiation is key. A unique name helps you stand out, especially in competitive sectors where many businesses offer similar products or services.

On the flip side, a poor name can lead to confusion, legal complications, and lost opportunities. It may be mispronounced, misremembered, or mistaken for another business. Worse still, it might infringe on someone else’s trademark, leading to expensive rebranding later on.

Choosing the right name from the outset can save you time, money, and hassle down the road—while giving your brand the strong start it deserves.

Step 1: Brainstorming Business Name Ideas

Start with a wide net. Gather ideas based on:

• Your product or service
• Your target market
• Your company values or story
• Wordplay, metaphors, or foreign words
• Simplicity and ease of pronunciation

Try to keep names short, clear, and memorable. Avoid overcomplicated phrases or vague abbreviations unless they serve a clear purpose.

Tools to help with brainstorming:

• NameSnack
• Business Name Generator (by Shopify)
• Your own team or trusted contacts for feedback

Step 2: Check Availability with Companies House

Once you’ve shortlisted a few ideas, you’ll need to check whether they’re available to register as a limited company in the UK.

Visit the our name availability checker to:

• Ensure the name isn’t already taken
• Avoid names too similar to existing companies
• Confirm it doesn’t contain sensitive or restricted words

If your chosen name is too close to an existing business, Companies House may reject your registration.