Importance of business names

A study by small business insurer More Than Business has revealed that 75 per cent of people are influenced by a catchy business name. The research revealed the key role an effective name can play in a new business’ success, particularly when it comes to attracting customers. 

Over half of consumers (58 per cent) would notice and remember a business with a creative, clever or humorous name, while one in four would go a step further and take a closer look at the business’ products or services.

“High street shops across Britain have built a tradition for creative, catchy names, so the number and quality of entries was no surprise,” said Mike Bowman, head of insurance at More Than Business. “Our judge had an unenviable task in choosing the 10 winners and we are delighted to be able to give them the credit and recognition they deserve.”

Business names were most important to the younger generation with three quarters of 18-24-year-olds stating they would remember a shop with a humorous name. Mike Bowman confirmed: “Our research confirms what the UK’s most creative business owners already knew - that the right business name can offer a real advantage in the battle for customers.”

More Than Business conducted the research as part of the ‘What’s In A Name’ campaign, designed to celebrate British businesses with the most inventive and original names. People were invited to nominate businesses in their local area. Ten winners were chosen by an independent judge, with each being offered a year’s free More Than Business insurance.

The businesses with the most creative names in Britain are:
1. Aisle Altar Hymn (the UK’s first wedding shop for gay, lesbian and heterosexual couples in South Shields, Tyne and Wear)
2. Battersea Cod’s Home (fish and chip shop in Sheffield, South Yorkshire)
3. Mad Hackers (hairdressers in Leven, Fife)
4. Mr Bit (window cleaners in Derby and Coventry, West Midlands)
5. Only Foods And Sauces (takeaway in Walsall, West Midlands)
6. Spruce Springclean (window cleaners in West Byfleet, Surrey)
7. Tree Wise Men (tree surgeons in Wallington, Surrey)
8. Vinyl Resting Place (second-hand records shop in Croydon, Surrey)
9. Walter Wall (carpet sales in Exeter, Devon)
10. Plaice Station (fish and chip shop in Manchester)