Choosing the right name for your business

name tag
Is it memorable? Easy to say?

The name of your business is the first thing potential customers will notice about you, so it’s important to think carefully before choosing one. Your business name affects the initial impression people get about who you are, what you do, and whether they would like to know more about you.

Make it memorable.
You want your company name to be something that your customers, and potential customers, can easily remember. It should stand out from the names of your competitors businesses.

It should also make a statement about what your company does, or what products and services you are offering.

Aim to keep your company name short.
Using between 1-3 words is generally considered to be ideal. Sometimes it may be necessary to use more than this, especially if you are trying to make a statement about what your company does, but you should still aim to keep it concise.

If you intend to register your company name, you will first need to check there are no other companies with your desired name. There are searchable online databases available that can help you to check registered names. Names that are too similar to those already registered can also be rejected.

Consider the implications for your website.
Before making a final decision on your company name, you need to check that there’s a complementary domain name available for your website. You should also check to ensure there are no unsavoury websites with similar names to the one you intend to use.

Finally, be careful to avoid sensitive names. You will not be allowed to register a name that contains profanity, derogatory terms, or any language that may cause offence. You will also not be allowed to register any name that suggests political involvement, government endorsement, or makes any other misleading claims.

Brian Farrell is a coach, helping clients achieve their personal and professional goals. He's also the creator of the "QA2 Method". For more about Brian, visit