Setting up a start-up business? One of the trickiest things people fail to mention is figuring out what to name it. It seems to get completely glossed over when you read up on business planning and getting started, so we’ve put together a smart guide to registering a company name having gone through this ourselves.
First up, let’s focus on the key things to consider when naming your business.
You want your business name to stick in people’s minds. This could be because of it being unusual, or a play on words, or related to something they find easy to associate with (e.g a location).
If people struggle to pronounce your business name (or frequently say it wrong) you’re setting yourself up for issues. I’ve seen many a ‘clever’ business name fall flat because it’s hard to pronounce and therefore hard to remember. Make sure your name is easy to write and say.
Avoid words that have various pronunciations or meanings
Whilst we’re on the note of pronunciations- if you use any words or names that have multiple meanings or pronunciations, you’re at risk of confusing people. Clarity trumps cleverness here, so keep it simple.
Be location or trade-specific (only if it makes sense)
If you service a particular area (e.g. A region like Surrey or a town like Guildford) then it may be sensible to use the location in your business name so people know whether you service their area. Or, if you have a particular trade, including that in your business name. (E.g my business name is Jen Smith Social Media – people are very clear about what I do from the name). One small caveat with this consideration – only do it if it makes sense and won’t restrict you by area or offering down the line.
Choose either abstract or obvious
The final consideration is whether your business name is going to be abstract like Apple (the business has nothing to do with fruit) or obvious (like South London Builders). A blend of the two rarely works well, so whichever you decide to go with, make sure you commit.