Go Limited Choosing the Right Company Name: Dos and Dont's
Go Limited Choosing the Right Company Name: Dos and Don'ts
There's a lot that goes into setting up a successful business, including choosing the perfect name. As a sole trader or freelancer, you've probably been using your own name thus far. But, when you set up a limited company, you have the chance to change things up. Naming your limited company might feel like a small administrative task, but it can actually have a lasting impact on your brand, reputation and success. It's not something to rush into, not without doing some research at least.
At Go Limited, we know how important a limited company name is. Whether you're setting up a new business or rebranding an existing one, the name you choose for your limited company is not just a formality and part of the setup process, it's the foundation that everything else is built upon.
The Importance of Choosing the Right Limited Company Name
Choosing a company name isn't a box-ticking exercise, it's the basis for your entire business, impacting everything from the way people view your company to how memorable your services are. A limited company name does more than identify your business, it communicates your values, culture and purpose. Regardless of the industry you work in, or the services you provide, the market is becoming increasingly competitive. But, the right company name can help you to stand out and attract your ideal audience.
1. First Impressions Count - Your business name is often the first thing customers, partners and investors will hear or see about you. A strong, professional name can make a positive impression right from the start, showing people that you're a contractor worth paying attention to.
2. Brand Recognition - There's a lot of brands out there, but the right name can help yours to stand out. A memorable and distinctive name makes it easier for customers to recall and recommend your business, ensuring you don't get lost in a sea of other contractors.
3. Marketing and SEO - There's no denying the importance of digital marketing, and SEO is a big part of that. The right name can improve your visibility in online search results and improve your chances of ranking highly for relevant keyword searches. This drives more traffic to your website, and positions you as being a key player in your sector.
4. Longevity and Growth - If you choose the wrong business name, you'll find yourself wanting to change it sooner, rather than later. This can be a time-consuming and stressful process, especially when it comes to branding. Your name should be adaptable to potential changes in your services, products or market. If your chosen name is too specific it might limit your business as it evolves.
Top Tips for Choosing the Perfect Name for Your Limited Company
Choosing the perfect name for your limited company can be daunting, but it's not an impossible task. With creativity, research and careful planning, you'll be able to choose a name that works for your brand and audience.
1. Check Availability Early - Before falling in love with a name, make sure it's not already being used by someone else. You can use the Companies House name checker to search existing businesses, and it's best to do this before you start any sort of branding or marketing. You don't want to have your heart set on a name, only to realise it's been taken by someone else.
1. Make It Memorable and Unique - A unique name is easier for customers to remember and less likely to be confused with competitors, which helps to boost brand reputation, identity and loyalty. It's best to avoid generic terms that don't communicate anything meaningful to your target audience. Make sure your name stands out, can't be misread or misunderstood, and is easy to pronounce.
1. Keep It Short and Simple - You don't need to overcomplicate things. While there are no strict rules on length, short business names tend to be easier to remember, say and type, all of which helps your business to gain traction. Avoid using unusual spellings unless they serve a clear purpose, as this could confuse people.
1. Reflect Your Business Identity - Your company name should hint at what you do or how you do it, giving people an identification of who you are and what you do. Whether you're hoping to convey professionalism, innovation or trustworthiness, your name needs to reflect your business identity and the type of services you provide. For example, if you provide legal or accounting services, you need a name that makes people trust you.
1. Secure Matching Domains and Social Handles - Before you fully commit to a company name, check you can secure the matching domains and social handles. Even if you plan to operate locally, your digital presence matters, especially as digital marketing is such a big part of business success. A company with a matching domain appears more professional and is easier for customers to find.
1. Test the Name With Others - Find out what others think of your chosen limited company name. Say the name out loud, share it with friends and family, and get feedback. Feedback can reveal issues you might not have spotted on your own. Just because you like a name, doesn't mean everyone else will.
Don't Make These Limited Company Name Mistakes
There's a lot of information out there to help you with naming your limited company, but it's also important to avoid common pitfalls. Otherwise, you run the risk of running into registration delays, confusing customers and creating legal issues.
1. Violating Companies House Rules - Companies House has strict naming guidelines, and you need to keep those in mind when you're choosing a name. For example, your chosen name must end in "Limited" or "Ltd" unless exempt, and it can't include offensive or misleading terms. There are also some words - like "Royal," "Bank" and "British" - that are restricted and require approval.
1. Choosing a Name That's Too Similar to an Existing Business - Even if the name isn't exactly the same, Companies House may reject your business registration if the name is too similar to an existing name. You could also face legal challenges from another company claiming trademark infringement. Changing the spelling and pluralising a word isn't usually enough to create an entirely new business name.
1. Being Too Trendy - Trendy names or slang might appeal now, but they may not age well. In fact, you could end up wanting to change the name within a year or two. A name that relies on buzzwords or memes could quickly feel outdated or unprofessional, which has a negative impact on your business' identity. Try to find a balance between modern and timeless.
1. Limiting Future Business Growth - If you're hoping to grow your business, you need to find a name that allows for this growth. Though a name might work now, it might not work as well when you expand your services or geographically. Avoid names that box you into a specific service or location unless that's your long-term focus. You don't want to have to change your business' name simply because you want to evolve.
What Makes a Good Limited Company Name?
It Needs to Be Legally Available
A good limited company name is one that's legally available. This means it isn't already registered with Companies House, doesn't resemble another business' name, and doesn't infringe on any existing trademarks. It's also important that the name complies with the legal guidelines, including avoiding sensitive words unless you have approval.
It Needs to Be Distinctive
A good company name should also be distinctive. You need something that sets your business apart from competitors and sticks in people's minds. You don't want to blend in with the other contractors in your industry. Generic or overly common names could hold you back when it comes to brand recognition, as there's nothing stopping people from confusing you with someone else.
It Needs to Be Relevant
The name should also be relevant to your business and the services you provide. It doesn't need to describe every product or service you offer, but it should give some hint of your business' identity or industry. This helps customers immediately understand who you are and what you do, without having to guess.
It Needs to Be Professional
Even if you're a relatively informal business, your company name needs to be professional.
Whether your business is a law firm, a digital marketing agency or an ecommerce shop, your name should reflect the credibility, trustworthiness and reliability you want to convey.
It Needs to Be Digital Friendly
A lot of a business' success comes from building a strong digital presence. Having a matching website domain and social media handles is a big plus, as it makes it a lot easier for people to find you. Make sure your company name is digital friendly, meaning it's available online, easy to spell and type, and works for SEO.
At Go Limited, we know how important your business is to you and once you've decided on a name, it's time to move onto the setting up process. This isn't something you need to do alone, as our experts are always on hand to help.
FAQs About Choosing, Registering, and Changing a Company Name in the UK
Choosing & Creating a Company Name
How do I choose a company name?
Start by brainstorming words that reflect your business values, industry, and target market. Make sure your chosen name is unique by checking the Companies House register and searching online. Avoid names that are too similar to existing businesses, contain offensive terms, or use restricted words without permission. If you're forming a private limited company, the name must end in "Limited" or "Ltd" unless you qualify for an exemption.
How do I choose a good company name?
A good name is short, memorable, easy to pronounce and relevant to your business. Think about how it will look on your website, social media, and marketing materials. Check for matching .co.uk domain names to keep your branding consistent.
How to choose a company name and logo?
Decide on your name first, then design a logo that reflects your brand personality. Keep it simple, scalable, and consistent with your brand colours. If you're not confident in design, hire a professional or use a reputable UK-based design service.
How to think of a company name?
List words linked to your values, products, services, and location. Combine them creatively and check they are easy to spell and remember. Test them with potential customers for feedback.
How to make a company name?
You can combine descriptive terms, use puns or wordplay, or create an entirely new word. Always check trademarks and domain availability in the UK.
Should I use my full name or a short name for my company email?
If you are a sole trader or personal brand, your full name works well. For a larger or more corporate image, use a role-based address (e.g., info@ or sales@) linked to your business name.
Using ChatGPT to Come Up With Company Names
Can I ask ChatGPT to help me choose a company name?
Yes — you can provide ChatGPT with details about your business, target audience, industry, and preferred style (e.g., modern, classic, fun, professional) and receive tailored suggestions. You can also request:
1. Names with available .co.uk domains
2. Unique combinations of UK-relevant keywords
3. Invented brand names that stand out
4. Always check Companies House, UK trademark records, and domain availability before committing.
Registering & Protecting Your Company Name
How do I register a company name in the UK?
You can register online via Companies House. The name must be unique and comply with UK naming rules for your business type.
How to check company name availability in the UK?
Use the free name availability checker on the GOV.UK website.
Do I have to put the word "Limited" in my company name in the UK?
Yes, if forming a private limited company, unless you have a valid exemption under UK law.
Can two companies trademark the same name?
Only if they operate in different sectors and there's no likelihood of confusion, as trademarks are registered in specific classes.
How to protect a company name?
Register it with Companies House and apply for a UK trademark through the Intellectual Property Office for legal protection.
How to copyright my company name?
You can't copyright a name, but you can protect it by registering it as a trademark in the UK.
Can you register the same company name again?
Yes, if it's available — for example, after a dissolved company's name has been released.
Can I reserve a company name?
Yes — you can register a company and keep it dormant purely to secure the name.
Can I have multiple trading names under one company in the UK?
Yes, but your official paperwork must always display your registered company name.
Changing a Company Name
How to change a company name in the UK?
Submit form NM01 or NM04 to Companies House and pay the fee. Shareholder approval is normally required unless your articles of association allow directors to authorise changes.
When must a company name change be filed?
Immediately after approval. Companies House will update the public register once the change is processed.
What happens when a company changes its name?
The legal entity stays the same; only the name changes. Contracts, bank accounts, and registrations remain valid but should be updated with the new name.
Is a contract still valid if a company changes its name?
Yes — the legal entity remains unchanged.
Does the tax reference change if a company name does?
No — your HMRC tax reference stays the same.
Can you sue a company if it changes name?
Yes — you can take legal action using its current registered name.
Can I reuse an old company name?
Yes, if it's available and not protected.
Can you take the name of a dissolved company?
Yes, once Companies House has released it, provided it's not a protected term.
Legal Use & Restrictions
Can a company name have swear words in it?
No — Companies House will reject any offensive or sensitive terms.
Is it legal to advertise a dissolved company name?
No — trading under or promoting a dissolved company name is illegal in the UK.
Can an old employer still use my name on their website after I've left?
Not without consent. You can request removal under UK data protection and privacy laws.
Important:
Please note: Any rates and thresholds mentioned in this article are correct at the time of publishing and may be subject to change.
When choosing an accountant, look for one with proven experience and expertise in the contracting sector, particularly around areas like IR35, limited company tax matters and off-payroll working. Formal qualifications are important, but relevant hands-on knowledge matters just as much — especially in a complex and fast-changing landscape like this.
