Updated on 9 November 2026 by Nicolas Finet, CEO of Sortlist. This guide has been rewritten for UK businesses: it now covers UK trade mark fees (which rose in April 2026), Companies House name rules, .uk domains and a clearer step-by-step naming process.
A brand name is the first thing customers meet and the hardest thing to change later. A good one is memorable, fits the business, can be protected and still works when the company grows. A bad one costs money in legal disputes, lost search traffic and a rebrand. This guide shows how to choose a name in a structured way.
Key takeaways
- Choose a name against clear criteria: memorable, distinctive, relevant to your audience, easy to spell and say, and available legally and online.
- Check availability early: Companies House names, the UK trade mark register, .uk domains and social handles. A UK trade mark application costs £205 for one class from 1 April 2026 (£60 per extra class).
- Distinctive names (invented or arbitrary) are easier to protect than descriptive ones, which may not be registrable without proof of acquired distinctiveness.
What makes a strong brand name?
Names such as Google, LEGO, Amazon or Nike work for different reasons, but they share traits.
- Memorable and easy to say. Google comes from "googol", the mathematical term for a very large number. It is short and easy to spell after hearing it once.
- Meaningful to the audience. LEGO derives from the Danish phrase "leg godt", meaning "play well", which suits a toy for children and parents.
- Room to grow. Amazon began as an online bookseller, but the name, evoking the world's largest river, did not limit it to books.
- Distinctive. Nike takes its name from the Greek goddess of victory, a word with no connection to sportswear, which makes it strong as a trade mark.
Do not trust unsourced statistics such as "90% of consumers prefer simple names". Test your shortlist with real people from your audience instead.
Types of brand names
| Type | Example approach | Strength | Trade mark protection |
|---|---|---|---|
| Descriptive | Says what you do (for example "London Plumbing Services") | Instantly clear | Weak: descriptive terms are hard to register |
| Suggestive | Hints at a benefit or feeling | Evocative yet relevant | Good |
| Arbitrary | A real word unrelated to the product (Apple for computers) | Memorable, distinctive | Strong |
| Invented or coined | A new word (Google, Kodak) | Fully ownable | Strongest, but needs marketing to build meaning |
| Founder or place name | Named after a person or location | Heritage, credibility | Moderate: surnames and places can be restricted |
| Acronym or initialism | Letters such as IBM | Short | Variable; hard to remember at first |
Distinctive names are easier to protect. Descriptive terms can sometimes be registered if consumers have come to associate them with one source, a status known as acquired distinctiveness, but that needs evidence.
Step 1: understand your brand
Start with the brief, not the brainstorm. Write down:
- Mission and values: what does the business do, and what does it stand for?
- Target audience: who will say and search for the name, and in which language and tone?
- Positioning and unique selling points: what makes you different? Our guides to brand identity and the brand key help structure this.
- Personality: see brand archetypes for a shared vocabulary.
Then audit competitors. List their names and the patterns they follow. If every competitor uses "-ly" or a place name, you may stand out by choosing a different route, as long as it still suits your market.
Step 2: set naming criteria
- Clear and memorable: easy to spell, pronounce and recall.
- Reflects brand values: the name should suit the personality you want.
- Relevant to the audience: avoid in-jokes your customers will not get.
- Different from competitors: avoid names that are confusingly similar.
- Future-proof: will it still fit if you add products or enter new markets?
- Works internationally: check meaning and pronunciation in languages you may enter.
- Legally and digitally available: see Step 5.
Step 3: generate ideas
- Assemble a mixed team from different departments, so that ideas do not come from one viewpoint.
- Use structured techniques: mind maps from your core values, word association, combining roots or words from other languages, and metaphors from nature, mythology or places.
- Diverge, then converge: generate a long list first without judging, then cut it with your criteria.
- Use AI as a prompt, not a decider. Naming tools can produce hundreds of options quickly, but they tend to produce familiar patterns and give no legal clearance. Treat their output as raw material.
Step 4: narrow the list
Score each name from 1 to 5 against your criteria and keep the top five to ten. Then test:
- Say it aloud and write it down. Can people spell it after hearing it once?
- Search it. What does it return in Google? A name drowned out by an unrelated brand will be hard to find.
- Check connotations. Look for unintended meanings, rude words or negative associations in other languages.
- Get audience feedback. A short survey or a few interviews beat internal opinion.
Step 5: check availability and protect the name (UK)
Companies House
If you will trade as a limited company, use Companies House's name availability checker. The name must not be the "same as" an existing registered name, and names that differ only in punctuation or in words with the same meaning may be rejected. Some "sensitive" words and expressions need approval, and a name can also be rejected for other reasons. Companies House advises checking the UK trade marks register as well, because company registration does not give you trade mark rights.
“Before choosing a name, you should use our company name availability checker to ensure your chosen name is not the ‘same as’ an existing name on the register.”
Companies House, Choosing a company name
UK trade mark
Search the UK Intellectual Property Office (UKIPO) register for identical or similar marks in your classes of goods and services before you invest in branding.
| Item | Details |
|---|---|
| Application fee | £205 for one class from 1 April 2026, up from £170 |
| Additional class | £60 each, up from £50 |
| Typical timescale | Around 3-4 months if there are no objections or oppositions, including a two-month opposition period |
| Duration | 10 years from the filing date, renewable |
Fees and timings are taken from UKIPO guidance and law-firm summaries; check the current fee schedule on GOV.UK before you file. For advice on a risky name, speak to a trade mark attorney. Registration only protects the UK: if you will trade abroad, check international filing options.
Domain name and social handles
Check that a .uk or .co.uk domain is available. Nominet runs the .uk registry and domains are sold through registrars. Reserve the matching handles on the social platforms that matter to you, even if you do not use all of them yet. If the exact name is taken, avoid adding awkward extra words: that can be a sign to choose a different name.
Step 6: finalise and launch
- Get stakeholder approval: agree the decision-makers before you present options.
- Run a final legal review of the shortlisted name.
- Build a story around the name: where it comes from, what it means, why it fits. Our guide to brand positioning shows how names fit a wider strategy.
- Plan the launch: website, social profiles, signage, press and a clear announcement.
- Monitor perception: track brand searches, sentiment and customer questions, and adjust your messaging if the name is misread.
How much does brand naming cost?
A name alone can be found in-house for the cost of your time plus trade mark fees. A professional naming project costs more, as agencies research the market, generate options and manage legal checks. UK branding guides in 2026 put a basic logo from about £100 to £500 at a specialist and £600-£3,000 at an agency, with a full brand identity ranging from about £300 at a specialist to £3,000-£15,000 at a mid-tier agency. Naming is usually priced within or alongside a branding project, so ask for it to be itemised. See our guide to brand identity package prices.
Common brand naming mistakes
- Choosing a name that is too close to an existing brand, which invites a legal dispute.
- Picking a name that is hard to spell, so customers cannot find you.
- Locking your business into one product or place when you plan to grow.
- Skipping the trade mark and domain checks until after the logo is designed.
- Ignoring how the name looks in a URL and how it sounds out loud.
- Deciding by internal vote rather than audience feedback.
Frequently asked questions about brand naming
How do I choose a brand name?
Define your brand, set criteria, generate a long list, narrow it with testing, check legal and digital availability, then get approval.
How much does it cost to trade mark a name in the UK?
From 1 April 2026, an application for one class costs £205, with £60 for each additional class.
Does registering a company name protect my brand?
No. Companies House registration stops another company having the same name on the register, but it does not give you trade mark rights. Check the trade marks register as well.
How long does a UK trade mark take?
Usually around 3 to 4 months without objections or opposition, and protection lasts 10 years from filing, renewable.
Should a brand name be descriptive?
Descriptive names are clear but hard to protect. Suggestive, arbitrary or invented names are generally stronger as trade marks.
Can I use AI to name my brand?
It can help generate ideas, but you still need to check availability, meaning and legal risk yourself.
Want a naming and branding partner? Post your project on Sortlist and compare UK branding agencies for free.
Sources: UKIPO, trade mark fees, IP Law Watch (fee increase, April 2026), Companies House blog, choosing a company name, INTA, trademark strength, Nominet.
