First impressions count - customers may infer a lot from your business name.

While it may be tempting to try to stamp your individual personality on your business name, there are many other issues to consider. Being objective and choosing a name that reflects your business strategy can be more valuable, especially as your business develops.

This guide shows you how to create the right impression, display your business name, consider whether your business name will be your brand and get your name on the web. It also outlines the specific rules that you must follow when choosing a company name for a limited company, limited liability partnership, sole trader or partnership.