How to find your company name in Switzerland: a complete step-by-step guide

Your business name is more than just a word: it's your first business card, your public identity, and often your very first marketing tool. In Switzerland, choosing this name should not be taken lightly: it must comply with legal regulations, be available online, and be consistent with your business.

This guide explains to you, step by step, how to choose a relevant, strategic and legally secure name to launch your business with peace of mind in Switzerland.

Why the name is a strategic choice

Before you even start the official process, be aware of the impact your company name will have:

• It creates the first impression on your customers.
• It must reflect your activity, your values or your positioning.
• It influences your search engine ranking and visibility.
• It must be legally and digitally available (web domains, trademarks, commercial register, etc.).

A good name is both clear, distinctive, available and memorable.

Step 1 – Check domain name availability

Today, your business will exist above all else online. Checking the availability of the domain name is therefore the first essential step.

➤ Where to check?

You can test your name on Infomaniak, a renowned Swiss web service provider.

Check availability in .ch (Swiss extension) and .com (international extension), because this allows you to ensure good national and international visibility.

➤ Our advice:

• Avoid domain names that are too long or difficult to spell.

• Choose names without hyphens or numbers for easier memorization.

• Buy available extensions now to protect your brand.

Step 2 – Check in the Swiss commercial register

Even if the domain name is available, a company may already be registered under that name. To avoid any disputes or refusals from the authorities, you should consult the official trade registers.

➤ To consult:

• Commercial register of the canton of Vaud :
  https://www.vd.ch/economie/registre-du-commerce

• Zefix – Swiss Central Business Register (all cantons):
  https://www.zefix.ch/

These websites allow you to search for a name and see if it's already in use. If a similar name is already registered in a related field, this may cause problems when registering.

Step 3 – Check availability as a brand

In Switzerland, a company can have a name commercially available, but this name may already be protected by another entity such as registered trademarkThis means that you could be prosecuted if you use this name without permission.

➤ Where to check?

• Swiss Trademark Register (IGE) :
  https://www.ige.ch/

• European Trademark Register (EUIPO) :
  https://www.euipo.europa.eu/fr

Perform an advanced search in these databases using different keywords close to your future name. This allows you to avoid a trademark already registered in Switzerland or the European Union.

Step 4 – Choose a clear, explicit and professional name

Once all the checks have been done, the most important thing remains: choose a relevant name.

➤ Best practices:

• An explicit name : clearly indicates the activity (eg: TransMove for a transport company, LegalPro for a legal company).
• Short and memorable : the customer must remember it easily.
• Unique and differentiating : avoid names that are too generic or similar to those of your competitors.
• SEO friendly : include a keyword (eg: Express Cleaning Lausanne) can help with SEO.
• Avoid obscure acronyms or overly personal references (e.g. just a surname, with no indication of activity).

The company name must to convey an idea, a promise or an identity clear from the first reading.

Step 5 – Get inspired and supported

Are you lacking inspiration? Many Swiss tools and organizations can assist you with your strategic thinking or name validation.

➤ Useful tools and resources:

• Canva – Business Name Generator : a free online tool to automatically generate name ideas based on your industry. Very useful for boosting your creativity and testing different combinations.

• Innovaud : support for innovative businesses and start-ups in the canton of Vaud.

Conclusion

Finding the right name for your business in Switzerland isn't just a spontaneous idea or a simple whim. It's a strategic process that requires time, careful consideration, and several essential checks. Between legal availability, online presence, clarity of message, and marketing relevance, every detail counts.

A well-chosen name will not only help you differentiate yourself in the marketplace, but also help you build a strong and consistent identity from the start. Take the time to explore, test, and validate… and don't hesitate to surround yourself with the right tools and resources to move forward with confidence.

Because a well-named company is already a better-launched company.