How to start a business #3 – How to name your business 

What’s in a name? Well, when it comes to naming your business, potentially thousands of pounds in earnings. A great business name will be memorable, interesting, and express what your brand does – a lot easier said than done. That’s why we’ve created this guide to help you come up with the perfect name. 

Before you name your business  

Begin by taking a look at competitors, understanding your market and where your brand sits within it. Researching your industry is like taking a peek behind the curtain at the competition. Not copying, but figuring out what works. By studying business name ideas in your field, you can spot trends and see what grabs your audience’s attention. It’s a smart way to understand what makes a name stand out and what’s been done to death. For example, tech companies often lean toward sleek, modern names while creative brands go for something more playful or abstract.  

One consideration is to look at standout names in your industry and figure out why they work. Are they short, catchy or packed with personality? Exploring enough examples will give you a better sense of what makes a business name stand out.  

Remember that just because something’s trending doesn’t mean you have to follow along. For example, since the 2000s, with brands like ‘Tumblr’ leading the way, the trend of ‘disemvowelling’ words has taken over branding. We now have ‘Scribd’, ‘Flickr’, and at one point ‘twttr’. We’re now seeing the rise of the ‘-ify’ brand names. These can be great methods for naming your business, but it’s important to keep longevity in mind. In the future, they might run the risk of ageing your business. 

Before you commit, consider where you sit in comparison to your competitors. Are you the premium choice, or the budget-friendly alternative? Are you the brand that makes accounting seem fun and quirky? Are you a perfume brand with a focus on natural ingredients? What imagery comes to mind? Nature? Trees? Meadows? Birds, flowers? Throw each one into a “word dump.” Every image, emotion, keyword or even brain glitch that comes to mind onto a page. Don’t self-edit yet; these raw ideas often become the building blocks for your final small business identity later on. 

Key things to consider when naming your business 

Choosing a name for start-ups involves balancing personality with practical logic. You need to decide if your brand image is playful and disruptive or corporate and steady. This choice will dictate your tone of voice and how you present yourself.  

Using your own name 

Many entrepreneurs consider using their own name as the primary brand. While this is a traditional route for professional services, it carries specific strategic implications for small businesses. 

• This is often easier to find a unique, available name (or a variation using initials). It also offers maximum scalability; if a founder moves from web design into consultancy, the name remains relevant. It creates an immediate personal connection and an “evergreen” brand that doesn’t rely on industry trends. 

• However, highly common names (like Smith or Jones) can result in poor search engine visibility and confusion with unrelated firms. Additionally, it can occasionally feel less cohesive as the team grows and employees have to use email addresses tied to the founder’s personal identity. 

Scalability and Memorability 

A business name should be a vessel for growth. Business owners should avoid names that are too restrictive or overly complex. 

• A memorable name reduces your marketing spend over time because it “sticks” in the consumer’s mind. A scalable name allows a business that starts in a small workshop in Harlow to expand nationally without requiring a total rebrand. 

• However, if you set out with the initial goal of scaling or diversifying, the message of what your initial product or service is may get lost. Uber Eats works because everyone already knew what the Uber brand stands for.  

Industry Standards vs. Uniqueness 

Different sectors have different “rules.” While a law firm might prioritise gravitas, a tech start-up might prioritise disruption. 

• Aligning with industry standards (like using “Consulting” or “Partners”) builds immediate trust with B2B clients. Conversely, choosing a unique or humorous name can help SMEs stand out in a saturated market. 

• However, straying too far from industry expectations can confuse potential clients about what you actually do. However, being too traditional risks your brand blending into the background of your competitors. 

Web and Digital Friendliness 

In the modern market, your business name is inextricably linked to your digital footprint. This is especially true for those utilizing a virtual office to maintain a professional presence. 

• Short, punchy names translate better to social media handles and domain names. They are easier for customers to type into a browser without making errors. 

• Whilst more descriptive names (for example, the Milton Keynes Cleaning Company) have better SEO and may come up first in search engines.  

Methods for naming your business 

There are several proven frameworks entrepreneurs use to find the right fit: 

• Word merge: Think of Netflix (Net + Flix). A great way of expressing exactly what your business does while remaining punchy and memorable.  

• Word and imagery play: Reddit is a play on “Read it,” and Waze plays on “ways” since it shows you the path to travel. 

• Descriptive: Royal Mail and UPS (United Parcel Service) tell you exactly what they do. If you go descriptive, be prepared to eventually turn them into acronyms as you grow. More on that below. 

• Acronymic: IKEA is an acronym of the founder’s name and his home farm. 

• Abstract: Google is a play on “googol,” which, in maths represent a 1 followed by 100 zeros. At the time, their product was novel, and there wasn’t really a word for a search engine that organised all the world’s information at the time, so they had to think outside the box.  

• Your own name: There’s a stereotype that self-named brands have to be solemn and serious, but this isn’t just for investment firms like Morgan Stanley. It works for retail (Marks & Spencer) or quirkier brands like Ben & Jerry’s. 

• Someone else’s name: It’s not as uncommon as you’d think. Brands such as Betty Crocker, Little Debbie, and Captain Morgan are all names after (sometimes real, often fictional) mascots, who their target customer might relate to, or bring a sense of authenticity to their brand. Be warned though, if customers sense inauthenticity, there have been instances of backlash.  

• Locations: This can be especially crucial if your brand serves a local audience, for example, Milton Keynes business centre. However, some brands use associations with certain locations to amplify their branding; for example, Hollister never actually had ties to the city in California. Instead, it was the parent company, Abercrombie & Fitch, founded in New York, who came up with the name, wanting to convey a specific laid-back attitude. 

• Completely random: If your branding is strong enough, you have free rein. Steve Jobs reportedly chose Apple while on a fruitarian diet. However, jobs reportedly gave a few different versions of this story, including apply picking or an apple lying on his desk. 

Pitfalls to avoid with naming your business 

Even the best business owners can fall into naming traps. Avoid these common mistakes: 

• Copying competitors: Be different. A name too close to others won’t help you stand out. 

• Following trends: make sure your brand name will still be relevant in ten, twenty, or even fifty years. 

• Picking something hard to say: If it’s tricky to pronounce, people won’t remember it. Keep it short and simple. 

• Chasing trends: Trends fade. Pick a name with longevity. 

• Skipping availability checks and ignoring trademarks: Before settling, confirm it’s available as a domain and on social media. Use the Companies House search tool to check existing registrations. 

• Going too vague: Be clear enough that people understand your industry. 

• Missing hidden meanings: Double-check for cultural or unintended meanings, especially if you plan to scale. 

• Boxing yourself in: Choose a name that gives you room to grow beyond your first product. 

• Forgetting SEO: A name that’s easy to search helps customers find you faster. See how SEO can help business growth for more. 

• Making it all about you: Focus on what connects with your audience, not just your personal preference. 

Whether you are hosting clients in one of our meeting rooms in Chelmsford or Loughton, or working from a studio in Croydon, your name is the foundation of your professional reputation. 

Choosing the right name is a blend of creative flair and strategic thinking, ensuring your brand is as scalable as the easy-in, easy-out monthly licenses we offer at Capital Space.   

If you’re looking for office space from a provider that wants to support your business success, get in touch.