02: How to choose a name

Whatever type of legal structure you adopt for your business, you will need a name under which you can trade and, while using your own name is an option, you need to think more carefully about how you want to use the name and what impressions you want to give.

You should also consider your long-term plans before deciding on a name. For example, if you believe that a distinctive brand name will play an important part in building your business, you will need to look at names which are original, memorable and which describe in a few syllables what your business does.

A limited company or a limited liability partnership can trade under the registered name or a different business name, and if you buy a company ‘off the shelf’ you can apply to change the registered name.

You are prohibited from using certain names without official permission.

For example, you cannot use words such as 'British' which suggest your business is of national importance or pre-eminence, or use words which suggest a particular function, such as 'Charity', or a particular activity, such as 'Architect'. 

Company names must end in the appropriate word indicating the type of company. In most cases this is ‘Limited’ or ‘Ltd’, indicating a private company. You cannot use the word ‘limited’ in relation to any company which is not registered. The Companies House website (www.companieshouse.gov.uk) has full details about how to choose a name, together with any restrictions, and details of how to obtain permission to use certain words.