Local business names help Google Maps visibility but kill expansion potential. The naming decision determines whether you're a local institution or a national player. Choose deliberately, not accidentally.
Local SEO Benefits
"Edinburgh Accounting" ranks #1 for "accountant Edinburgh." National name ranks nowhere for local searches.
Expansion Limitations
Second location in Glasgow? "Edinburgh Accounting" loses credibility. Rebranding costs £50,000+.
Hybrid Strategy
"Apex Accounting Edinburgh" on website. "Apex Accounting" as trademark. Flexibility for later.
Multiple Locations
Opening 3 towns over 10 years? Use parent brand + location. "Apex Accounting [Town]" scales cleanly.
Community Connection
Local names signal "we're one of you." National names signal "corporate chain." Different customer bases value different signals.
Warning: Can't register trademark for "Town + Generic Service." "Manchester Plumbing" is unregistrable.
Generic Names Can't Be Trademarked
If you want legal protection and a name competitors can't copy, make it distinctive from day one. Location + service = doubly generic.