Choosing a Company Name: Tips and Rules

TL;DR: Your company name must be unique in the registry, comply with naming rules, and ideally match your domain name and social handles — check all three before committing.

What You Need to Know

Choosing a company name seems like it should be one of the more enjoyable parts of starting a business. In practice, it is also one that can cause real headaches if not done systematically. The name that feels perfect to you may already be registered as a company, trademarked by someone else, have an unavailable domain, or contain a word that requires special permission to use.

Getting the name right matters beyond aesthetics. Your company name appears on all official documents, on your website, on invoices, and in regulatory filings. It needs to be legally valid, distinguishable from existing names, and practically usable across the channels your business will operate in.

This guide explains the naming rules in each of the seven countries covered by MmowW Scrib🐮, the common reasons names get rejected, and a practical process for arriving at a name you can actually use.

How It Works: A Practical Overview

The Four Checks Every Name Must Pass

Before committing to any company name, run it through four checks:

1. Company registry availability: The name must be available in the company registry of the country where you are registering. In most countries, the name must be sufficiently different from existing registered names — not just identical, but not misleadingly similar. Check using the official registry search tool.

2. Trade mark availability: Even if a name is available in the company registry, it may be registered as a trade mark by another business. Using a name that infringes a trade mark can result in legal action and forced rebranding. Search the relevant trade mark database (EUIPO for EU, IPO for UK, IP Australia for Australia, USPTO for USA, etc.).

3. Domain name availability: In most cases, you want a domain name that matches your company name closely — ideally the .com and the country-level TLD (.co.uk, .com.au, .co.nz, etc.). Check domain availability before finalising the name.

4. Social media handle availability: Consistent branding across LinkedIn, X (Twitter), Instagram, and other platforms relevant to your business requires matching or very similar handles. Check availability on each platform you plan to use.

Only proceed with a name that passes all four checks.

Company Registry Naming Rules

Each country's company registry has specific rules about what names are permitted. While there are national variations, the common rules are:

Uniqueness: The name must not be identical to an existing registered company. In most countries, the test is also whether the name is "too similar" — which can be subjective. Some registries reject names that differ only in punctuation, articles (the, a, an), or generic terms.

Required suffix: Companies must include the appropriate legal suffix. Examples: Ltd or Limited (UK), SAS/SARL/EURL (France), AB (Sweden), Pty Ltd (Australia), Ltd or Limited (New Zealand), Inc./Ltd./Corp. (Canada), Inc./LLC/Corp. (USA).

Restricted words: Certain words require approval before use. Examples: "Bank," "Insurance," "Royal," "National," "Government." Using these without permission leads to automatic rejection.

Prohibited words: Words that are offensive, imply illegal activity, or suggest a connection to a government body are prohibited.

Sensitive words: Some words (e.g., "Trust," "Foundation," "Institute") are "sensitive" — they are not prohibited but require evidence that their use is justified.

How to Generate Good Name Options

Start with your brand strategy: What feeling or idea do you want the name to convey? Professional and trustworthy? Creative and distinctive? Industry-specific? International? Having a clear answer narrows the field.

Consider your long-term direction: If you might expand internationally, avoid names that are too geographically specific or that have awkward connotations in other languages.

Keep it memorable and pronounceable: Names that are easy to say, spell, and remember have a practical marketing advantage. Avoid complex spellings or strings of consonants.

Avoid trends: Names that feel very current — references to current technology terminology, portmanteaus, or deliberate misspellings — can date quickly. Aim for a name that will work in five or ten years.

Test it out loud: Say the name aloud to several people who have not been involved in choosing it. If they consistently mishear it, misspell it, or react negatively, reconsider.

Document Naming Requirements on Invoices and Correspondence

Once registered, your company name must appear on all official documents: invoices, emails, letters, contracts, and your website. In most countries, the registered address, company number, and registered name must all appear on invoices and business correspondence. Using only a trading name without the registered company details is a compliance failure in most jurisdictions.

Country-by-Country Comparison

UK specifics: Companies House has a specific "too like" algorithm. Names that differ only in punctuation (e.g., "Acme-Tech Ltd" vs "Acme Tech Ltd") are usually treated as identical. The sensitive words list is published on the Companies House website and is regularly updated.

France specifics: The INPI's trade mark search is separate from the business name registry. It is advisable to search both simultaneously to avoid problems.

Canada specifics: Federal corporations require a NUANS (Newly Upgraded Automated Name Search) report before registration to check name availability. This is a paid search, though online services can turn it around quickly.

USA specifics: Company name availability is checked at state level. A name available in Delaware may be taken in California. If you plan to operate nationally, check availability in all states where you will register to do business (the "foreign qualification" process).

Common Mistakes to Avoid

1. Only checking one database. A company name can be available in the company registry but already trademarked, or available as a .com domain but taken as a .co.uk. Check all four: registry, trade marks, domain, and social handles.
2. Choosing a generic descriptive name. Names like "Best Digital Services" or "Quality Consulting" are difficult to trade mark, hard to distinguish from competitors, and make SEO more difficult. Aim for a name that is distinctive and protectable.
3. Using personal names without thinking it through. Naming a company after yourself works well for some businesses (professional services, personal brands) but makes the business harder to sell later and can create complications if you bring in partners.
4. Ignoring international connotations. If you plan to operate internationally, check that your name does not mean something inappropriate or negative in the languages of your target markets.
5. Delaying the trade mark application. Registering a company name does not give you trade mark rights. If your name is important to your brand, file a trade mark application as soon as possible after registration. Trade mark rights generally go to the first to file, not the first to use.

Next Steps: Get Started Today

Once you have a name that passes all four checks, MmowW Scrib🐮 helps you prepare the formation documents needed to register it officially.

Free tools:

• 🔍 Name Checker — quickly verify name availability across 7 countries
• 💰 Cost Calculator — estimate registration costs before you begin
• 👤 Director Checker — confirm director eligibility

MmowW Scrib🐮 is a document preparation service, not a law firm. We do not provide legal advice. For trade mark advice and complex naming situations, consult a qualified intellectual property solicitor or attorney.

Frequently Asked Questions

Q: Can I use a trading name that is different from my registered company name?

Yes. In most countries, companies can operate under one or more trading names (also called "doing business as" or DBA names). However, on formal documents such as invoices and contracts, you must disclose the registered company name. Trading names may need to be registered separately with the local authority in some jurisdictions.

Q: What happens if someone else registers a name similar to mine?

If you have a registered company name, someone else cannot register an identical name. However, a merely similar name may get through. Trade mark registration gives you much stronger protection — it allows you to take action against any name that is confusingly similar in your registered categories, even if it is not identical.

Q: Can I change my company name after registration?

Yes, in all seven countries it is possible to change a registered company name. The process involves a director resolution, filing with the registry, and paying a fee. Changing a name has implications — it needs to be updated on all documents, your website, your bank account, and notified to clients and suppliers. It is far simpler to choose the right name from the start.

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