"Best Plumbing" can't be trademarked. "British Plumbing" can - with proof. "Bluebird Plumbing" registers instantly. Knowing where your name falls on the distinctiveness spectrum determines what legal protection you'll get.
Generic: Zero Protection
"Computer Shop," "Fast Pizza," "Best Consulting." Describes the product. Anyone can use it. No trademark possible.
Descriptive: Conditional Protection
"British Airways," "American Express." Describes origin or quality. UK IPO requires proof of "secondary meaning" - 5+ years of exclusive use.
Proving Secondary Meaning
Sales figures, advertising spend, customer surveys. Minimum £50,000 marketing spend to establish. Not realistic for startups.
Suggestive: Easier Protection
"Greyhound" for fast buses. Suggests speed without saying "Fast Bus." UK IPO registers with less proof.
Arbitrary: Strong Protection
"Apple" for computers. Common word, unrelated to product. Registers easily. Competitors can't use.
Fanciful: Strongest Protection
"Kodak," "Google," "Xerox." Invented words. Instant registration. Complete ownership. Maximum legal protection.
Warning: Descriptive names ("Quick Delivery") give zero protection until you're huge. Competitors can use similar names legally.
Generic Names Can't Be Trademarked
If you want legal protection and a name competitors can't copy, make it distinctive from day one. Aim for arbitrary or fanciful.