8 Top Tips for Choosing a Business Name

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Choosing a good business name is crucial as it plays a significant role in brand recognition, customer perception, and overall success.

Shelley Bonney, Associate Solicitor in WSP Solicitors Company Commercial Department provides her practical tips and guidelines for choosing a name for your business.

8 top tips for naming a business

Reflect your brand: Choose a name that reflects your brand identity, values, and the products or services you offer. It should give potential customers an idea of what your business does and create a positive association.

Keep it simple and memorable: Opt for a name that is easy to pronounce, spell, and remember. Avoid complex or lengthy names that may confuse or be easily forgotten. A simple and catchy name can help your business stand out and be memorable to customers.

Consider scalability and flexibility: Think about the long-term growth and scalability of your business. Choose a name that allows for expansion into new markets or product lines without being too restrictive. Flexibility in your business name can accommodate future changes and prevent the need for rebranding.

 Conduct thorough research: Before finalising a name, conduct a comprehensive search to ensure it is not already in use by another company or trademarked. Check domain availability and social media handles to secure consistent branding across platforms. Researching potential name conflicts can help you avoid legal issues and brand confusion.

Be unique and distinctive: Differentiate your business by choosing a name that stands out from competitors. Avoid generic or common terms that may make it challenging to establish a unique identity. Consider using a play on words, combining relevant terms, or creating a new word altogether to make your business name more distinctive.

Consider future trends and relevance: Think about the future and how your business name may age over time. Avoid using trendy or time-specific terms that may become outdated. Choose a name that remains relevant and resonates with your target audience even as trends change.

 Test it with your target audience: Seek feedback from your target audience, friends, or colleagues to gauge their reaction to the name. Consider their impressions, associations, and whether it align with your intended brand image. Feedback can provide valuable insights and help you make an informed decision.

Check cultural and linguistic implications: If you plan to operate internationally or target specific cultural or linguistic groups, ensure your business name does not have negative or unintended meanings in other languages or cultures. It’s crucial to avoid any unintended negative connotations that may hinder your business’s success.

Remember that choosing a business name is a significant decision that can have long-lasting effects. Take your time, consider these tips, and seek professional advice if needed. A well-chosen business name can contribute to brand recognition, customer trust, and overall business success.


For more in-depth advice and guidance around setting up your business, you can speak with our Company Commercial Team today by using the form on the side of this page. Alternatively, you can drop us a line on 01453 847200.



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    Shelley Bonney WSP Solicitors