You have a lot of big decisions to make when starting a new company and it seems like choosing a name should be one of the simple ones. However, picking a winner requires a delicate combination of business insight and raw inspiration. How can you make sure you’ll find a business name that works?

Coming up with a name for your business can become almost an afterthought when you’re hard at work drafting financial plans and finding suppliers. Even if a wonderful name springs to mind, there may be a good reason why you shouldn’t use it. It’s important to check your big idea out on many levels before you get it printed on all your promotional materials.

If you’re struggling for inspiration, try thinking about the story behind your business. If you can identify a detail that resonates with the service or product you’re planning to provide, it can make for a unique and meaningful name.

Once you’ve chosen a name, you can check that it isn’t already taken by using the U.S. Patent and Trademark Office’s online tool. You should also check the name’s availability as a social media handle and as a regular web address.

Hopefully, you’re going to use your business name for a great many years to come. Make sure you do things right from the start, and you’re far more likely to achieve that long-term success.

For some inspiration, we took a look at some of the most creative small business names in the country.

The top 20 shop names in the UK

1. Spruce Springclean, Carpet cleaners, Lostwithiel, Cornwall
2. Surelock Homes, Locksmith, Portsmouth
3. Planet of the Grapes, Wine Bar and Restaurant, London
4. Floral and Hardy, Florists, Hertfordshire
5. A Fish Called Rhondda, Fish and Chip Shop, Pentre, Wales
6. Wright Hassall, Solicitors, Leamington Spa
7. Jean Claude Van Man, Removal Company, Merseyside
8. Sellfridges, White Goods Outlet, Stoke Newington
9. Grate Expectations, Fireplace Specialists, Wimbledon
10. Bonnie Tiler, Tiling and Plumbing, Gateshead
11. Deja Brew, Coffee House, Denton
12. The Chopfather, Barbers, Bristol
13. Barnie’s Rubble, DIY Shop, Bolton
14. Facial Attraction, Beauty Salon, Pontypool, Wales
15. Samuel ‘L’ Jackson, Driving Instructor, Southport
16. Hair Raid Shelter, Hairdressers, Downham Market, Norfork
17. Alan Cartridge, Office Supplies, Leeds
18. Jason Donervan, Food truck, Bristol
19. Frying Nemo, Fish and Chip Shop, Yorkshire
20. PG Trips, Bus Charter, Houghton le Spring

The do’s and don’t of naming a business