A name is the first part of your brand anyone encounters. For a new recruitment agency, a spin-out division or a rebrand, choosing it well makes everything that follows easier.
What makes a good name
- Memorable and easy to say.
- Distinctive in your market.
- Easy to spell after hearing it once.
- Able to grow with the business beyond its first specialism or location.
- Available as a domain, on social platforms and as a trademark.
Types of names
Descriptive
Names that say what you do, such as a sector and "Recruitment". They are clear but can be generic, hard to protect and limiting if you expand.
Founder names
Common in recruitment and professional services. They can signal personal service, but they tie the brand to individuals.
Abstract or evocative
Invented words or names that suggest a quality rather than describe a service. They are more distinctive and easier to protect, but need more brand-building.
The process
- Define your positioning and the qualities the name should convey.
- Generate a long list without judging it.
- Shortlist names that fit your positioning.
- Check domains, social handles, Companies House and trademarks.
- Search for the name online and in your sector to spot conflicts.
- Say it out loud, on the phone and in an email signature.
- Test the final options with a few trusted clients and candidates.
Avoid
- Names too close to competitors.
- Unusual spellings that need explaining.
- Narrow terms that will not fit if you add sectors.
- Acronyms with no meaning behind them.
Then build the identity
A strong name is the foundation. A distinctive visual identity, clear messaging and a consistent presence across your website and LinkedIn are what make it memorable.