Choosing a company name in Belgium: rules, checks and protection
A good company name sticks, can be protected and complies with the law. Here are the Belgian rules, the checks to run with the CBE and BOIP, and practical tips to avoid conflicts.
Why does the name matter so much?
Your company name is your first business card. It appears on your invoices, website, social media and contracts. A poor choice is costly: a conflict with another firm, a forced rebrand, lost visibility. So take the time to check every option before signing the articles of association.
A good company name plays three roles at once. First, it is easy to remember. Second, it respects the law and other people's rights. Finally, you can protect it, in particular as a trademark.
The legal rules in Belgium
Two sets of rules frame your choice.
A name distinct from other legal entities
Article 2:3 of the Belgian Companies and Associations Code requires a denomination that differs from that of any other legal entity. If a denomination is identical or confusingly similar, any interested party can demand a change. They can also claim damages. The Code itself is available through the Belgian Official Gazette.
The denomination appears in the articles of association. Your invoices, letters and website also show the legal form, the registered office and the enterprise number.
The limits to respect
Some choices cause trouble, even when they are free in the CBE register.
- A misleading denomination about the real activity invites challenges.
- Some words belong to regulated activities, such as bank or insurance.
- A denomination contrary to public order or morality raises objections.
- Copying another firm's trademark or trading brand creates a risk of litigation.
Checking whether a company name is available
Run four searches before any decision.
In the Crossroads Bank for Enterprises
Start with the CBE, Belgium's central business register. Its Public Search tool allows a free search by denomination, including phonetic matches. Also test close variants: plural, hyphen, doubled letter. A company name very close to a firm in the same sector remains risky, even if one letter differs.
In trademark registers
Next, consult the database of BOIP, the Benelux Office for Intellectual Property. Also check the EUIPO database for European Union trademarks. An earlier trademark in your sector is enough to block a company name.
For the web domain
Check whether the .be domain is free, then .eu or .com. A matching domain strengthens your online presence and stops a competitor from capturing your visitors.
In the three national languages
Belgium lives in Dutch, French and German. So pronounce each company name idea in every language, and check it has no awkward meaning elsewhere.
Protecting your company name
Registration with the CBE does not give trademark protection. To secure your company name, two tools work together.
Registering a trademark
File the trademark with BOIP for the Benelux, or with EUIPO for the whole European Union. According to BOIP's fee schedule, an individual Benelux filing costs €244 for one class of goods or services. Our guide to trademarks in the Benelux explains the procedure.
Your trading brand
The sign under which you trade gains protection through use, without registration. However, that protection stays limited to the area where the public knows you. A registered trademark therefore offers far broader security.
The five-step method
Follow these steps to decide with confidence.
Example: from dream choice to final company name
Take a fictional case. Julie is opening an organic bakery in Namur and likes "Le Bon Pain". The CBE search reveals several similar denominations, and a comparable trademark already exists. She therefore picks "Farinelle", an invented word. That company name is free as a .be domain, works in all three languages and is easy to register as a trademark.
Mistakes to avoid
A few mistakes come up again and again.
- Signing the articles of association before any search.
- Picking a purely descriptive company name, which is hard to protect.
- Overlooking close spelling variants.
- Ignoring the meaning of the name in the other national languages.
And after choosing?
The notary includes the name in the articles of association at incorporation. Changing your company name later requires an amendment to the articles and publication. Our guide to starting a business in Belgium sums up the next steps. Juristelo then helps you put figures on the activity with a complete forecast.
Work with your own figures
Juristelo builds your financial plan and business plan from your answers. You get a file ready for your bank.
See the Juristelo plans
