How to choose a name when setting up a new company?

Service Business

Choosing a company name is a very important decision. It is not a one-time giving of a name - the chosen name will function on invoices, business cards, stamps, as well as in the media. Moreover, although the decision on this matter in practice belongs to the entrepreneur, the company must also meet certain legal criteria.

Therefore, it is worth considering the name of the company - they take into account both formal criteria and marketing considerations.

How to complete the formalities?

Without a name, don't move - literally. The first step to start a business is to complete and submit the CEIDG-1 form to the commune office. However, in this form there is a position in which the company name should be included.

The basic condition that must be met by the name of a natural person's business is the name of the owner. Moreover, care should be taken that the name should not be misleading and distinguish between new activities and those already operating on the market.

The above rules are, in fact, the only rigid boundaries that define the scope in which a new name can be created. However, before the entrepreneur lets his imagination run wild, it is worth considering whether a very complicated name will be too problematic. It may turn out that a strange name or one that cannot be entered into the computer using the Polish keyboard may be rejected by the CEIDG system. And as you know, it is difficult to argue with the machine.

What about marketing?

When the entrepreneur already knows the limitations resulting from the regulations and technical possibilities, it is worth considering the marketing value of the name.

The fact that - as already mentioned - the name should not be misleading seems obvious. Depending on whether the newly established enterprise will deal only with one specific field or will offer more comprehensive services in some scope, the name should be as specific or general as possible. However, it should never significantly deviate from the profile of the presented activity, because such a procedure simply misses the goal of attracting the right customers.

Another issue is the degree of complexity - few very extravagant and long names will be remembered. If the branding idea isn't stunningly brilliant, the best option is a simple and short name. If it is additionally presented in an interesting graphic form - maybe not in the CEIDG-1 form, but for example on invoices - it will probably be faster and better in the minds of recipients.

Staying with the graphic form - when deciding on a name, remember that although it is indeed an extremely important element of the company, there is something else outside of it. The entrepreneur also has various graphics, company logos, slogans and advertising slogans at his disposal - so not only the name serves to advertise and remember the brand. Therefore, it is not worth overdoing it if you can go crazy with many other elements of invoices or leaflets.

Name once and for all?

When choosing a name for his company, the owner should focus on the profile that is currently in force in the business. If one day the scope of services widens - the name can be modified. Moreover, the entrepreneur may also make changes without reason.

The formalities related to the change of name are made using the same form that was used to register the company - CEIDG-1. There are no special limitations in this matter, apart from the deadlines - the application must be submitted to the office no later than seven days after the implementation of the change.

As you can see, the name of the company is a very important matter - it can contribute to marketing success, but at the same time you have to remember about the applicable restrictions. On the other hand, the entrepreneur should remember that he can always change the name once chosen, so there is no need to stress unnecessarily.