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Brand Name Checks to Make Before You Commit: Trade Marks, Domains, Social and Sound
Before you fall in love with a business name, run these checks: trade marks, company name, domain, social handles, pronunciation and meaning.
A great name can fall at the first hurdle if someone else already owns it, or if it’s impossible to say on the phone. Run these checks before you commit to a name, spend money on a logo or print a single card.
In this article
This is general guidance and not legal advice. For anything high stakes, speak to a trade mark attorney or solicitor.
1. Search for existing trade marks
Search the UK Intellectual Property Office’s trade mark database for the same or similar names in your category. Similar sounds and spellings can matter as well as exact matches. If you plan to trade abroad, check those markets too.
2. Check the company name register
Companies House has a tool to check whether a company name is available. Being available as a company name doesn’t mean you’ve the right to use it as a brand, and the reverse also applies, so treat this as one check among several.
3. Search the web as a customer would
Type the name into Google. Who appears? If a larger company or a similar business owns the results, you’ll find it hard to be found. Search for the name plus your category, and check spelling variations.
4. Check the domain
Look for a domain that matches the name, ideally a .com or .co.uk. A slightly different domain can send customers to a competitor. If your first choice is taken, consider whether the name is worth the compromise.
5. Check social handles
Search the names you need on the platforms you plan to use. Consistent handles make you easier to find. See our guide to brand consistency across channels.
6. Say it out loud
- Can people spell it after hearing it once?
- Is it easy to say over the phone and in a meeting?
- Does it sound like something else?
7. Check the meaning
Look it up in other languages and as slang, especially if you plan to sell outside the UK. A quick search can save an embarrassing launch.
8. Test it with real people
Show the name to people in your audience without explanation. Ask what it suggests, what they think you sell and whether they would remember it a week later. A name that needs a long explanation is working against you.
9. Think about the future
Will the name still fit if you add products or enter new markets? Names tied to one product or place can limit you later.
What to do next
Once you’ve a shortlist, check each name against this list and score them. Our brand naming guide shows how to generate and choose names, and our start-up branding checklist puts naming in context.
If you want help finding a name, book a free brand consultation.