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When generating ideas about a business name, you may initially focus on personal preference. However, an objective approach will enable you to consider the customer first.

Your business name will be the cornerstone of your brand. It is something that you have to get right to create the right impression for potential customers and to market your business - see branding: the basics.

Points to help you decide on a name for your business

When choosing a name for your business, you need to ask:

• Do you want the name to reflect what your business does - moving, cleaning, building? Or would something more abstract be suitable?
• Would it be a good idea to include your own name?
• Do you want a traditional-sounding name, conveying durability and old-fashioned values, or a modern name, suggesting a fresh, innovative approach?

Note that there are rules that could affect your choice of business name - for more information on business names, see rules for naming your business.

Companies House provides an overview of .

If you have decided to form a limited company or limited liability partnership (LLP), you must register your name and other details with Companies House.

It is essential to check first that your proposed name does not breach the rules on name endings, 'same as' rules or include a prescribed or sensitive word without permission.

Rules on company and LLP names

To make sure the name you choose is acceptable, work through this list before you send your application to Companies House. Ensure that your name:

• ends with 'limited' (or Ltd), 'public limited company' (or plc) if you are a company
• if you have a limited liability partnership your name ends with 'limited liability partnership' or LLP if you are an LLP
• isn't offensive
• isn't the same as one already on the index of company names
• doesn't include any sensitive words or expressions - unless you have obtained permission to use them

For more information, see rules for naming your business and name your limited company.

For an explanation of how to register with Companies House, see starting a company or partnership.

Trade marks

You should ensure your proposed name is not the same or very similar to a registered trade mark. Search for an available company name and trade mark.

Read more about trade marks and learn how to search for trade marks.

Complaints about company or LLP names

If you wish to object to a name, write to the registrar where the company to which you object is registered:

For Northern Ireland:
The Registrar of Companies
Companies House
Second Floor
The Linenhall
32-38 Linenhall Street
Belfast
BT2 8BG

Directions to change a company name must be issued within 12 months of registration or change of name. If the registrar upholds the objection, the company or LLP must change its name within 12 weeks.

You can also make a complaint about a company or LLP name to the Company Names Tribunal at the Intellectual Property Office if you believe the name has been chosen for opportunistic reasons.

The Intellectual Property Office provides .

People operating as sole traders or in general partnerships can trade under their own names, or choose a different business name.

Rules on sole trader, partnership and limited partnership names

If you decide to use a business name, it must not:

• be offensive
• include the terms public limited company (plc), limited (ltd), limited liability partnership (LLP)
• contain prescribed or sensitive words and expressions, unless you have obtained permission to use them - see use of sensitive words and expressions in business names

If you register a limited partnership you must include either 'Limited Partnership' or 'LP' at the end of your business name.

For more information, see: 

• rules for naming your business
• naming your business as a sole trader
• naming your partnership
• name your limited company

Check if another business is using your preferred business name

Before using your chosen name, check that it isn't already being used.

If a sole trader at the other end of the country is using it, there may not be a problem. However, if another local business, company or national firm is using it, you should choose a different name. Follow the steps below:

• Check local phone books, business directories and the internet.
• Make sure your proposed name - or something similar - hasn't been registered by a company.
• Make sure the name isn't too similar to a word or expression that has been registered as a trade mark.
• Search for an available company name and trade mark.

There are some words and expressions that you can't use in a business name unless you have official permission. These are words that might give a false impression about your business. They are known as sensitive words.

Examples of sensitive words in business names

The rules about sensitive words apply to all types of businesses and fall into five main groups:

Further help on business names

These guidelines provide a basic summary of sensitive words. For further details on company names see rules for naming your business.

Every business must display its business name, and other details, to inform customers and suppliers who they are dealing with. You should not print your stationery until you're certain your proposed name is acceptable.

Limited companies and limited liability partnerships (LLPs) must wait until registration is complete and a Certificate of Incorporation has been issued. This shows the company's registered name and number - see names for limited companies and LLPs.

A sole trader or partnership must obtain prior approval to use a sensitive word in their proposed business name - see names for sole traders, partnerships and limited partnerships.

Displaying a limited company or LLP name

You must display a sign with your company or LLP name:

• in characters that can be easily read
• in a place where visitors can easily and clearly see it at any time and not just during business hours
• continuously

You must also include your company's or LLP's registered name on all hard copy and electronic business documents. You must also include it on all correspondence.

Information you must display

On all business letters, order forms and websites, you must display:

• the place of registration
• the registered number
• the address of registered office
• the fact that it is a limited company or LLP
• the amount of paid up share capital, if you have chosen to display your share capital
• information if the company or LLP is being wound up

You do not have to state directors' names on business letters unless you want to do so.

Displaying a sole trader or partnership business name

If you are a sole trader or partnership, your business name, your own name, or the partners' names and business address must be clearly displayed in most cases:

• wherever you run your business and deal with customers or suppliers
• on all business letters, orders, payments, invoices, receipts and other business documents

Displaying a name online

If your business has a website, you must display:

• general information about your business - including business name, address, email address, VAT registration number (if applicable)
• details of any relevant professional body that you belong to or any authorisation scheme to which your service is subject

For more information on the advantages of branded business stationary and the legal requirements for business stationary, see design and print your business stationery.

Even if you are not intending to create a website for your business immediately, you'll probably be using email and want to have a presence on the web at some point in the future. This could be a single webpage advertising your business and giving contact details, or it could be a site that allows customers to browse through products, place orders and make payments online.

For further information see website hosting options.

Choosing a domain name

The website address - for example, my-new-business.co.uk - is known as a domain name. For most businesses based in the UK, a name ending with .co.uk is suitable. Your email address will normally include this name - for example, enquiries@my-new-business.co.uk.

Registering your domain name

• Decide on a suitable domain name for your website - if you are unable to use one that exactly matches your business name. You can use numbers as well as letters. Hyphens can be used to separate words - but you can't include spaces, full stops or other punctuation. It's a good idea to have a few alternative names in case your first choice has already been taken.
• Check whether the name is available - you can with Nominet, the official registry for UK domain names.
• Register the name - this is a simple process which you can carry out online with any registration agent. Nominet provides further .

Your business name is central to your business brand. Your name should work well wherever you use it - on the phone, in your logo, signage, stationery, advertisements, website, email and any other media you plan to use to reach the market.

Business naming tips

Here are some tips to help you choose the right name for your business.

1. Think about the future - avoid words or phrases that are likely to date quickly.
2. Keep it simple - pick a name that is easy to say and easy to spell to ensure that customers can recommend you and find you online.
3. Consider your overseas market - if you're likely to be trading overseas, check that the name doesn't mean anything inappropriate in the relevant languages.
4. Be creative - don't be afraid to come up with a name that is unique and personal to you, just make sure that it is also memorable and represents your business effectively.
5. Check out the competition - research the type of names that your competitors have. Use this to spark ideas and find a name that will make your business stand out and attract customers.
6. Make your name web and SEO friendly – Choose a business name that is easily searchable online. Check if your business name is free as a domain. Choose simple, easy-to-remember domain names. They help customers find you and type your email addresses accurately. Avoid unusual spellings or lengthy names that could complicate online visibility.
7. Refer to your area - if you're focusing solely on the local market for your product or service, think about using the name of the region, city or town in the business name.
8. Corporate name and trading name - consider having a corporate name and a trading name. This will give you the flexibility to develop other brands and trading names in the future.
9. Check availability - once you have decided on a possible business name, use the company name and trade mark checker to ensure that the name is not being used by another business.
10. Follow the law - there are certain words and expressions that you must not use without permission - see rules for naming your business.

If you are forming a limited company you must with Companies House.

Whatever name you choose for your business, it is important that it is 91Ï㽶»ÆÉ«ÊÓƵed with a strong marketing strategy - see create your marketing strategy.