Simply Business homepage
  • Business insurance

    • Business Insurance FAQs

    Business insurance covers

  • Support
  • Claims
  • Sign In
Call Us0333 0146 683
Chat With UsChat support 24/7

Why your business's name matters: tips on choosing a great business name

2-minute read

Fiona McSwein

Fiona McSwein

15 October 2018

Share on FacebookShare on TwitterShare on LinkedIn

What's in a name? Well, if you're starting or rebranding a business, it's everything. Your name is your calling card – it's the most recognisable aspect of your business, and it needs to stick.

At Simply Business, we work every day with the UK's most exciting, innovative small businesses – and their names often reflect their imagination. We recently ran a nationwide campaign to try to find the UK's best business names, and we weren't disappointed. From hairdressers to removals firms, and from flower arrangers to car cleaners, we were bowled over by the creativity on show from the nation's entrepreneurs.

  • You name it, we insure it: learn more about our campaign

So, taking our cues from some of the best-named businesses in the UK, how do you come up with your own perfect name?

Make it personal

Your business has its own personality – and so should its name. The best-named businesses we came across had tons of personality, and they all reflected the quirks and uniqueness of their owners.

Some of my favourites included an optician called Spex in the City, and a car-cleaning service called Spandau Valet. Without any hesitation, you already know a lot about the personality of these businesses and their owners. The names raise a smile, and they instantly suggest an approachable business owner.

Remember, remember

The other key thing about Spex in the City, or indeed some of our other finds, like tiling firm Bonny Tiler or removals company He-Van? You're not going to forget them any time soon.

The UK is a nation of entrepreneurs, and it's likely that competition in your field will be fierce. As a result, you need a name that sticks at the front of the mind. Your potential customers might not be ready to buy from you immediately, but with a memorable name you can increase your chances of them coming back to you when the time is right.

Think digitally…

In many industries, the internet is now the primary means by which customers and clients find the businesses they need. Obviously digital marketing has become a huge opportunity, but the importance of online is such that it now impacts on every aspect of your business – including its name.

Your business's web address should be one of the first things you consider. Your choice of name may be limited by domain availability – if you can't secure or .com, it might be sensible to think again.

Just as importantly, make sure that there are no similarly-named businesses, especially doing things in a related field. This can cause confusion, but it could also mean that you fall foul of Companies House or trademark rules.

Keep it simple

Simplicity is key in business naming (and I'm not just saying that because we're called Simply Business). People are more likely to engage with and remember things that can be easily understood – indeed, a study from Princeton found that, at least in the short-term, stocks with easy-to-pronounce names performed better than their more complicated counterparts.

Choose a name that conveys what you want to say about your business in a clear, simple way, and avoid any unnecessary hurdles to comprehension.

But don't forget to test!

Finally, it's important to remember that your name should be tested just as thoroughly as any other part of your business.

At Simply Business we're big advocates of the Build-Measure-Learn process. Once you think you've arrived at a great name, it's time to prove it! Focus groups are a great way of doing this, as they'll allow you to gather useful, detailed feedback.

Even better, though, is to involve potential customers and other stakeholders from the very beginning of the process. Try to speak with these individuals at the earliest stage. They are the the targets for your new name, so it pays to have them involved.

In need of some inspiration?

Our 2018 'You name it, we insure it' campaign featured some of the best names in business, and aside from a few laughs, might help to get your creative juices flowing.

Check it out below…

Fiona McSwein is Chief of Staff at Simply Business.

Sign up for our newsletter

Looking for the latest news and features to help you stay ahead? Sign up for our monthly newsletter and get the inside track on the issues that matter to you.

Sign up now
Fiona McSwein

Written by

Fiona McSwein

We create this content for general information purposes and it should not be taken as advice. Always take professional advice. Read our full disclaimer

Find this article useful? Spread the word.

Share on Facebook
Share on Twitter
Share on LinkedIn

Keep up to date with Simply Business. Subscribe to our monthly newsletter and follow us on social media.

Subscribe to our newsletter


HomePopular articlesGeneral businessGuestInsuranceLandlordLandlord resourcesLegal and financeMarketingNewsOpinionProperty maintenanceTradesmanCovid-19 business support hub


Public liability insuranceBusiness insuranceProfessional indemnity insuranceEmployers’ liability insuranceLandlord insuranceTradesman insuranceSelf-employed insuranceRestaurant insuranceVan insuranceInsurers


About usOur teamAwardsPress releasesPartners & affiliatesOur charitable workModern Slavery ActSection 172 statementSocial mediaSite map

Customer support

Contact & supportPolicy renewalMake a claimProof of policyComplaintsAccessibility


6th Floor99 Gresham StreetLondonEC2V 7NG

Northampton 900900 Pavilion DriveNorthamptonNN4 7RG


Careers at Simply BusinessTech careersCurrent opportunities


BenefitsRefer a friendFinance


Terms & conditionsPrivacy policyCookie policyVuln Disclosure policy


Knowledge centreOpinionsMicrosites

© Copyright 2024 Simply Business. All Rights Reserved. Simply Business is a trading name of Xbridge Limited which is authorised and regulated by the Financial Conduct Authority (Financial Services Registration No: 313348). Xbridge Limited (No: 3967717) has its registered office at 6th Floor, 99 Gresham Street, London, EC2V 7NG.