Your business name is often the first thing customers, suppliers, and lenders encounter — and it plays a role in your brand identity, domain availability, and legal obligations. Choosing carefully before you register saves significant time and avoids the costs of rebranding or a rejected application later in the process.
Sole traders can trade under their own name or choose a different trading name, subject to certain restrictions. Limited companies must check Companies House for name availability and cannot use names that imply a false impression or are too similar to an existing registered company. All businesses should also check trademark registers and domain availability before committing. Certain words and expressions — such as those implying royal, government, or professional body connections — require special permission or evidence of eligibility before they can be used.
The naming rules differ depending on your business structure, so it is worth understanding the specific restrictions before committing. Checking availability across the Companies House register, the UK Intellectual Property Office trademark database, and domain registrars is a sensible early step. Our guides to limited company registration and setting up as a sole trader cover the naming rules for each structure.