Your business name is the first decision that affects every marketing dollar you spend. Choose wrong and you'll rebrand within 2 years.
Keep It Short
2-3 syllables maximum. "Amazon" beats "Online Marketplace Solutions Ltd."
Make It Spellable
If people can't spell it after hearing it once, you lose traffic.
The Text Test
Text it to 5 friends. If you get 3+ different spellings back, it's too complex.
Check Legal First
Use Trademark Lens before falling in love with a name.
40% of business names fail Companies House registration. Check availability before ordering business cards.
Avoid Geography
Don't lock yourself into "London" or "Manchester" if you plan to expand.
Made-Up Words Win
Google, Kodak, Xerox. Invented words are easier to trademark and own completely.
Made-up words have no conflicts with existing companies. Complete ownership. Easier to rank in Google.
Say It Out Loud
Does it sound good in conversation? On the phone? In a TV ad?
Future-Proof It
Avoid "DVD Rental" names. Keep it broad enough to pivot.
The Hidden Power of Consonant Clusters
Names with hard consonants at the start (K, T, P) sound more decisive and credible in UK markets. "Kraft," "Tesla," "PayPal."
Avoid Soft Starts for Professional Services
Names starting with S, F, or H sound gentler-fine for lifestyle brands, weak for legal or finance. Compare "Sterling" vs "Harmonic" for an accounting firm.
The 3-Second Domain Test
Can someone hear your name once and type the correct domain? If not, you'll lose 30-40% of word-of-mouth traffic.
Common Domain Traps
Silent letters (Knight), alternate spellings (Centre/Center), or phonetic confusion (Bright/Brite) kill direct navigation. People will Google you instead of typing the URL-giving competitors a chance to intercept.