Naming a business or product is one of the hardest decisions a founder makes, and one of the highest-stakes. A good name is an asset that works for you for years. A poor one is a constant small friction: hard to spell, easy to confuse, or impossible to find online. Most people name their business on a whim and regret it later.
This guide gives you a proper framework, the five types of names with examples, and a checklist for making sure your chosen name is actually available before you commit.
What Makes a Good Name
A strong business name tends to be:
- Memorable. Easy to recall after hearing it once.
- Pronounceable. If people cannot say it, they will not share it.
- Spellable. If they cannot spell it, they cannot find you.
- Distinctive. It stands apart from competitors rather than blending in.
- Available. The domain, company name and trademark can actually be secured.
- Flexible. It will still fit if you expand beyond your first product or location.
That last point catches many founders out. A name like Reading Web Design boxes you into one service and one city.
The 5 Types of Names
1. Descriptive
Says exactly what you do. Example: General Motors. Clear, but generic and hard to trademark or differentiate.
2. Suggestive
Hints at the benefit without being literal. Example: Slack (suggests ease). A strong, popular choice.
3. Abstract or Invented
A made-up word with no inherent meaning. Examples: Google, Kodak. Highly ownable and trademark-able, but needs marketing to give it meaning.
4. Founder or Person
Named after a person. Examples: many agencies, law firms and fashion brands. Personal and trustworthy, harder to sell on later.
5. Acronym
Initials. Example: IBM. Usually a fallback when a longer name is unwieldy, and weak for new brands with no recognition.
For most new UK businesses, suggestive or invented names offer the best mix of distinctiveness and flexibility.
A Step-by-Step Naming Framework
- Define the brief. What should the name signal? Who is it for? What feeling should it create?
- Generate widely. Aim for 50 or more candidates without judging. Use the five types above as prompts.
- Shortlist to ten. Cut anything hard to spell, say or differentiate.
- Pressure-test. Say each one aloud. Imagine it on a sign, in an email address, answered on the phone.
- Check availability (see below). This kills most shortlists, so do it before you fall in love.
- Test with real people. Five people from your target audience will tell you more than hours of theorising.
- Decide and commit. A good-enough available name beats a perfect unavailable one.
How to Check a Name Is Available
This is the step founders skip and later regret. Check all four:
- Domain. Is the .co.uk or .com available, or affordable to acquire? Avoid awkward spellings or hyphens.
- Companies House. Is the company name available to register? Search the register before committing.
- Trademark. Search the UK Intellectual Property Office (IPO) database. A name already trademarked in your sector is a non-starter.
- Social handles. Are the handles you need available, or close enough?
If a name fails any of these badly, move on. It is far cheaper to choose again now than to rebrand later.
Common Naming Mistakes
- Falling in love before checking availability. Always check first.
- Boxing yourself in with a name tied to one product or place.
- Choosing something hard to spell after hearing it.
- Ignoring trademarks and getting a legal letter later.
- Naming by committee, which produces bland compromises.
Frequently Asked Questions
How do I check if a business name is taken in the UK? Search the Companies House register for the company name, the UK IPO database for trademarks, and a domain registrar for the web address. Check all three before committing.
Should my business name include keywords for SEO? A keyword can help slightly, but do not sacrifice distinctiveness or flexibility for it. Strong brands rank on authority, not on having the keyword in the name.
Can I trademark my business name? If it is distinctive and not already registered in your class, yes, through the UK IPO. Descriptive names are harder to trademark.
Do I need a .com or is .co.uk fine? For a UK-focused business, .co.uk is perfectly credible. A .com is nice to have but not essential, and often expensive to acquire.
The Bottom Line
Name your business deliberately, not on a whim. Use a clear brief, generate widely, shortlist, check availability across domain, Companies House, trademark and socials, and test with real people. A distinctive, available, flexible name is an asset that pays off for years.
If you want help naming and building a brand from the ground up, get in touch. We handle naming, identity and positioning as part of our branding and creative services.
