How To Register Business Names

The choice of business name for your new company is crucial for a variety of reasons. First and foremost they convey your brand image and represent what it is your business stands for. Consequently any name you choose should convey the feel that you’re trying to achieve, and the industry you are in. That doesn’t mean to say that it has to be stereotyped according to what all the other firms in your industry have chosen, however if you can find a catchy edge along a certain theme then this will help with customer brand recognition. Some business names such as Amazon actually bear no relation to the type of industry they’re in, so don’t feel pressured into your name having to ‘conform to the norm’. Once you’ve drafted up a shortlist of say ten or twenty names, the next step is to check that they’re actually available to register…

In the UK, the WebCheck service from the Companies House website allows you to check the availability of business names. This is a definite essential step as you don’t want to get 6 months down the line to be informed that you’ve got to change your business name. You should also check to make sure that your intended business name isn’t too similar to any trademarks that have been registered at the Patent Office. Another simpler check is to check local phone books and directories for any business names that don’t appear on the Companies House website as they’re unincorporated businesses.

Avoid ‘Sensitive’ Words

No these aren’t words which have easily hurt feelings, but they are ones you cannot include in your business name without official permission, according to the BusinessLink.gov.uk website these are:

• Words suggesting your business is national in nature - eg: British, Irish etc..
• Words suggesting a special status such as Association, Authority, Chartered etc..
• Those words that suggest a function - eg: charity, register, insurance
• Words in which a specialised activity is conveyed - eg: Architect, Chemist etc.
• Political or royally associated words - eg: Royal, Government, Parliament, Queen etc..

Once you’ve whittled your shortlist down to all those available names, one useful method in getting the list down to just a few names is to actually ask a group from your target market which name they prefer by conducting a poll or survey, or by just brainstorming within your team. Failing that, if you’re a one-man-band then to avoid being biassed you could try asking friends and family for their opinions on which name they prefer.

Registering A Business Name Online

Once you’ve chosen your perfect business name the next step is to actually register it. The method you will use depends on the legal structure of your business - whether that be sole trader, partnership or limited company status. For sole traders your right to the business name is based on ‘trading experience’ - for example if you’ve been trading for quite a while and somebody tries to compete with you directly with a very similar name to yours, they are likely trying to benefit from the goodwill your brand has developed. As you were the first with that name, you would probably have the upper-hand if you were to take it further. For limited companies however, you have to register the business name, and this can be completed either online or with your accountant / lawyer. The process of actually registering the name of your business is covered in our other article, Online Business Incorporation, and is a relatively simple matter if you use one of the many company formation agents.

Having your business name registered as a limited company is definitely a safer way of protecting your business name, as it has been officially recorded. For further information about business names, the Business Link or Companies House websites provide a range of useful information.

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Tags: registering a business name, advice for business startups, business names, online registration, business startups