How to choose a business name (and check it's allowed)
Knowing how to choose a business name is part creativity, part rule-checking. A great name is memorable and says something about what you do. A usable name also follows GOV.UK and Companies House rules, doesn't clash with someone's trade mark, and works as a web address. This guide covers how to choose a business name in both halves.
How to choose a business name: start with ideas
Before you worry about rules, get a long list. The first step in how to choose a business name is volume. Most good names come from one of a few places:
Descriptive
Says what you do or where, like "Northside Bike Repairs". Easy to understand, harder to protect as a trade mark.
Your own name
Simple and personal, like "Priya Shah Design". Works well for freelancers and trades.
Invented or abstract
A made-up or unusual word. More distinctive, but you'll need to explain what you do.
Benefit-led
Hints at the result customers get, like "Spotless Ovens".
These examples are made up for illustration. When you're deciding how to choose a business name from your list, say each one out loud, imagine it on an invoice and on a van, and check how easy it is to spell after hearing it once. Think about growth too: "Leeds Cake Studio" may feel limiting if you later sell nationwide.
Naming rules for sole traders
If you're a sole trader, how to choose a business name starts with one decision: your own name or a business name. GOV.UK says you can trade under your own name or a different business name. If you pick a business name, it must not:
- include "limited", "Ltd", "limited liability partnership", "LLP", "public limited company" or "plc"
- be offensive
- be the same as an existing trade mark (GOV.UK says you may have to change it if it's too similar and someone complains)
You must also include your own name and your business name, if you have one, on official paperwork such as invoices and letters. Sole trader names aren't registered at Companies House, so the main protection comes from trade marks, covered below. That's an important difference in how to choose a business name as a sole trader compared with a company.
Not sure which structure to use? Our sole trader or limited company guide explains the trade-offs.
Companies House rules for limited companies
For a limited company, how to choose a business name is stricter, because the name is registered. GOV.UK's company name rules say:
The ending
Your name must usually end in "Limited" or "Ltd". Companies registered in Wales can use "Cyfyngedig" or "Cyf" instead.
Not the "same as"
You can't register a name that's the same as an existing one. GOV.UK treats "Hands UK Ltd" and "Hand's Ltd" as the same as "Hands Ltd", because small differences in punctuation or common words don't count.
There's a second test, "too like". If someone complains and Companies House agrees your name is too like theirs, you may have to change it. GOV.UK's example is that "Easy Electrics For You Ltd" is too like "EZ Electrix 4U Ltd". Keep this in mind when you work out how to choose a business name: spelling tricks won't get you round it.
Offensive names aren't allowed. You can check availability with the free Companies House company name availability checker before you register. Companies can also trade under a different name, but GOV.UK says a trading name can't include "Limited", "Ltd", "LLP" or "plc", and needs permission if it includes a sensitive word. If you're forming a company, our guide on how to start a business covers the other registration steps.
Sensitive words and government links
Some words need permission before you can use them. GOV.UK says you can't use a sensitive word or expression, or suggest a connection with government or local authorities, unless you get permission. Its example is the word "Accredited", which needs permission from the relevant government department.
Companies House publishes the full list and who to ask in its incorporation and names guidance. Check it early in how to choose a business name, because getting permission takes time and it can be refused. Words that suggest national status, regulated professions or official bodies are the ones to watch.
How to choose a business name that won't clash with a trade mark
A free company name is not the same as a free brand, and this is the step in how to choose a business name that people most often skip. Someone may already hold a trade mark for that name, and GOV.UK says both sole traders and companies may have to change a name that's too similar to a trade mark if the owner complains.
Use the Intellectual Property Office's trade mark search to check by keyword, phrase or image. Look for marks covering the same or similar goods and services as yours.
You might also want to register your own trade mark. GOV.UK says registration lets you take legal action against people who use your brand without permission and use the ® symbol. It says the minimum fee is £205, rising with the number of types of goods or services you cover, that registration typically takes three to four months if there are no issues, and that it lasts 10 years before renewal. Fees change, so check GOV.UK before applying. An IP adviser can help with how to choose a business name you can protect.
Domains and social handles
For most businesses today, how to choose a business name includes checking the web address. Before you commit:
- search for the .co.uk and .com versions of your name with a domain registrar
- check the main social platforms for a matching handle
- search the name online to see who already uses it, and whether you'd be confused with them
Owning a domain doesn't give you rights to a name, and it doesn't stop a trade mark owner from complaining. Treat it as one more step in how to choose a business name, not the main one.
How to choose a business name: the six-check test
Run each name on your shortlist through these checks. This is the practical core of how to choose a business name.
- It's easy to say, spell and remember
- It follows the sole trader or company naming rules on GOV.UK
- It isn't the "same as" or "too like" an existing company name
- It doesn't use a sensitive word without permission
- It doesn't clash with a trade mark for similar goods or services
- A usable domain and social handles are available
| Check | Where | Applies to |
|---|---|---|
| Naming rules | GOV.UK sole trader and company name pages | Everyone |
| Name availability | Companies House name availability checker | Limited companies |
| Sensitive words | Companies House incorporation and names guidance | Companies, and trading names |
| Trade marks | IPO trade mark search | Everyone |
| Domain | A domain registrar | Everyone who wants a website |
Your business name and your bank account
Once you've worked out how to choose a business name and settled on one, it'll appear on your business bank account. For a limited company, the account is in the company's registered name, and providers usually check it against Companies House. For sole traders, providers set their own rules on whether a trading name appears on the account.
A name that matches your invoices helps customers recognise payments and can reduce questions when they pay you. If you're comparing accounts, see our side-by-side tool to compare business bank accounts, and our list of documents needed for a business bank account.
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The short version
How to choose a business name comes down to a long list, a short list and six checks. Follow the GOV.UK rules for your structure, avoid sensitive words, search trade marks and grab the domain. Get how to choose a business name right before you print anything, and you won't have to do it twice.
Choosing a business name: FAQs
Do I need to register my business name as a sole trader?
There's no Companies House register for sole trader names. You tell HMRC about your business when you register for Self Assessment, and you can register a trade mark if you want legal protection for the brand.
Can I use a name someone else already trades under?
If it's a registered company name, you can't register the same name for your company. If it's a trade mark for similar goods or services, you may be asked to change. Even if neither applies, sharing a name can confuse customers. That's why how to choose a business name always includes a search.
Can I change my business name later?
Yes. Companies can change their registered name through Companies House, and sole traders can start using a new trading name. You'll need to update your bank, invoices and website, so it pays to get how to choose a business name right first time.
What's the quickest way to choose a business name?
Brainstorm a long list, then run your favourites through the six-check test above. Most names fall at the rules or trade mark checks.
Sources
- GOV.UK: choose your business name (sole traders)
- GOV.UK: choose a company name
- Companies House: incorporation and names guidance; company name availability checker
- Intellectual Property Office: search for a trade mark and register a trade mark
- All sources checked 25 October 2026.