Choosing the right company name is not very crucial decision in your case (when you form a dormant company solely to keep your premium domain name safe) but it costs you nothing to go an extra mile and do the job right. Look, the offcial name is more than just a label; it's the foundation of the brand identity and often the first impression you make on potential buyers. A well-chosen name can attract attention, build trust, and contribute to a positive perception, while a poorly chosen one can hinder growth and confuse the target audience.

Here are some key reasons why selecting the right company name is so important:

First Impression: your company name is often the first thing people hear or see. A strong, memorable name creates a positive and lasting impression.

Brand Identity: your name is a core element of your brand. It should reflect your company's values, mission, and personality.

Memorability: An easy-to-remember name makes it more likely customers will recall and recommend your business.

Differentiation: In a competitive marketplace, a unique name helps you stand out from the crowd.

Credibility and Trust: A professional and well-thought-out name can instill confidence in your brand and build trust with customers.

Search Engine Optimization (SEO): Incorporating relevant keywords (if appropriate) can improve your online visibility.

Marketing & Advertising: A catchy and relevant name makes your marketing campaigns more effective and resonant.

Legality and Trademarking: a unique name is essential for securing trademarks and preventing legal issues.

Target Audience Connection: your name should resonate with your target audience and speak to their needs and preferences.

Long-Term Growth: a timeless name won't become outdated as your business evolves and expands into new markets.

Internal Culture: a meaningful name can foster a sense of pride and unity among employees (if you are considering to have any in the future).

Ease of Communication: a simple, easy-to-pronounce name makes it easier for customers to spread the word and recommend your business to others.

Checking the availability of a proposed company name on the Companies House website is your first step when forming a company. Here's a step-by-step guide:

A. Visit the Companies House website https://www.gov.uk/search-for-company-information (link opens a new window). This is the primary source for verifying company name availability.

B. Enter the proposed name in the search bar and start your research. Review the search results: they will display a list of companies already registered that closely match your proposed name. Carefully examine this list. Look for exact matches, very similar names, and - if unhappy - any names incorporating the same key words or phrases.

C. Consider name similarity rules: Companies House has specific rules about this to prevent confusion. A proposed name might be rejected if it's too similar to an existing name, even if it's not a hundred per cent match. This includes differences in punctuation, capitalisation, and certain common words. Pay attention to companies with names that sound the same or are easily confused with yours, even if spelled differently.

D. Check for «sensitive» words or activities as they require pre-approval or further documentation to use in a company name. The full «sensitive» list can be found here - (this link opens a new window). Ensure your proposed name doesn't inadvertently include any of these without fulfilling the necessary requirements.

E. Assess trademark conflicts: while Companies House checks for similar company names, it doesn't handle trademark conflicts. Even if a name is available on Companies House, someone else might have a registered trademark for that name or a similar one in your industry. It's advisable to conduct a separate trademark search to avoid potential legal issues later.

F. Consider adding a «designator» which a company name does generally need at the end, such as "Ltd" or "Limited" (these are two different disignators!) for a private limited company. When conducting your search, you don't need to include the designator, but keep in mind that it will be a part of your official company name.

By following these simple steps, you can gain a good understanding of whether your proposed company name is likely to be available and avoid potential issues during the company formation process. Remember that availability on Companies House doesn't guarantee the absence of trademark conflicts, so a separate trademark search is recommended.

Last edited 20.04.2025