Choosing a business name without avoidable problems

Start with what the name must do

A useful name is easy to say, spell, search for and use on an invoice. It should not mislead customers about what you do or imply approval, status or qualifications you do not have.

Do this now

1. Create a shortlist of three to five names rather than becoming attached to one.
2. Search the Companies House register for similar company names. A company-name check is not the same as trade-mark clearance.
3. Search the UK Intellectual Property Office trade-mark database and look for similar names in related goods or services.
4. Check suitable domain names and the social handles you genuinely plan to use.
5. Say the name aloud, type it on a phone and ask someone unfamiliar with it to spell it back.
6. Check the live rules for sensitive words and expressions before registering a company.

What good looks like

You have recorded the checks, the date and any conflicts considered. The name works as a trading name, domain and email address, and you have a fallback if registration is refused.

Important distinction

Registering a company name does not automatically give broad trade-mark rights. Buying a domain does not give the right to use a name that infringes someone else's rights. A sole trader can trade under a business name but must still show the required personal and business details on relevant documents.

When to get professional help

Get trade-mark advice before investing heavily where the name is central to the value of the business, resembles an established brand or will be used internationally.

Keep in your roadmap

Save the chosen spelling, domain, trading-name format and evidence of your searches. Recheck availability immediately before registration or purchase.