What a difference a name makes… Choosing a Business Name

Donna Gidney from Whiting & Partners examines the factors business owners should consider when choosing a business name.

There are several factors to consider when naming a new business, including:

Relevance & Personalisation

• You may want to refer to your business activity so that people know from the outset what it is that you do.
• Including your location can give a local and friendly feel, but may be less appropriate if you have plans to expand.
• Including your name, in full or initials, is a popular choice. This can be a good option if you deliver the service personally e.g. management consultants.

Uniqueness & Availability

• It is worth trying to come up with a unique name that makes you stand out from the crowd. You could try combining words or putting a spin on an existing word.  Examples of successfully coined names include LinkedIn, FaceBook and Xero.
• If you are looking to operate as a limited company, be sure to check that your desired name is not already in use. This can easily be done by a quick search on Companies House website.
• Similarly, if you want to have a website address that reflects your name, you will need to check domain availability.

Spelling & Presentation

• It is best to avoid names that are difficult to spell or pronounce; otherwise people will be less likely to remember you and refer your services, which is bad news for start-ups trying to get established.
• Consider how the name will look on stationery, and whether you can build a logo around it.

Ultimately, you should choose a name that you like and that can grow with your business.

If you’re just starting out, you can book a free consultation with Whiting & Partners. Learn more about how they can help by visiting the Start Up area of their website here.