The essential rules for picking a name that sells, registers, and scales.
Your business name is the first decision that affects every marketing dollar you spend. Choose wrong and you'll rebrand within 2 years.
2-3 syllables maximum. "Amazon" beats "Online Marketplace Solutions Ltd."
If people can't spell it after hearing it once, you lose traffic.
Text it to 5 friends. If you get 3+ different spellings back, it's too complex.
Use Trademark Lens before falling in love with a name.
40% of business names fail Companies House registration. Check availability before ordering business cards.
Don't lock yourself into "London" or "Manchester" if you plan to expand.
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.
Does it sound good in conversation? On the phone? In a TV ad?
Avoid "DVD Rental" names. Keep it broad enough to pivot.
Names with hard consonants at the start (K, T, P) sound more decisive and credible in UK markets. "Kraft," "Tesla," "PayPal."
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.
Can someone hear your name once and type the correct domain? If not, you'll lose 30-40% of word-of-mouth traffic.
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.