What to call yourself as a small business owner

Starting a business comes with many decisions from choosing a business name to pricing.

But one we rarely take time to think about: what should you call yourself?

Whether you’re creating a LinkedIn profile or ordering business cards, you’ll probably need a professional title. From Founder to CEO to Managing Director, there are plenty of business owner titles to choose from. But which one is best?

The good news is there isn’t a right or wrong answer. Let’s dig into what you should call yourself as a small business owner.

In this article:

• Why does your business title matter?
• Common business owner titles explained
• Which title should you choose?
• Can a sole trader call themselves CEO?

Yes! Your business title might seem like a small detail in the grand scheme of things but it can influence how customers, clients and other businesses interact with you.

Different titles communicate different things. Founder tells people you started the business, while CEO suggests you’re responsible for leading it day-to-day. Consultant highlights your expertise, while Owner makes your relationship with the business clear: you’re the owner.

Your title can also help set expectations of your responsibilities and the type of business you run.

Now, that doesn’t mean you need an impressive-sounding job title to be taken seriously. You should choose one that accurately reflects what you do and how you’re involved with the business.

Let’s take a closer look at the different titles to choose from.

There are lots of different titles you can use. Some focus on ownership, such as Owner and Founder. Others focus on leadership responsibilities or the services you provide.

Here’s a quick comparison of common business owner titles:

Title	Best for	What it tells people
Owner	Sole traders and small businesses	You own the business
Founder	Startups and growing businesses	You started the business
CEO	Established businesses with employees	You actively lead the company
Managing Director	Limited companies and growing businesses	You’re responsible for running the business
Director	Limited company directors and business leaders	You have leadership responsibilities
Creative Director	Creative businesses and professional services	You lead the creative direction of the business
Consultant	Specialists and advisors	You provide expert advice and services
Principal	Consultants and professional services	You’re the lead decision-maker
Proprietor	Independent shops and traditional businesses	You own the business
Freelancer	Self-employed professionals	You work independently for clients
Contractor	Professional working on client contracts	You provide services under a contract

Owner is one of the simplest and most widely used business owner titles.

It immediately tells people that the business belongs to you, without sounding overly formal or corporate.

For sole traders, freelancers and small business owners, it’s often the clearest option because there’s very little room for confusion.

The downside is that it doesn’t say much about your day-to-day responsibilities.

For example: if you own a construction company but also manage projects and oversee a team, Owner doesn’t really communicate the full value of your role.

You could choose something more descriptive like Managing Director or combine the two.

Best for: Sole traders, freelancers and small business owners.

Founder tells people one thing straight away: you started the business.

It’s particularly popular among startups and growing businesses because it reflects the journey of building a business from the ground up.

And unlike many other job titles, being a founder doesn’t depend on your current role. Even if you step away from the business or sell it in the future, you’ll still be its founder.

However, it doesn’t tell people what your current responsibilities are.

That’s why many business owners combine it with another title, such as Founder & CEO or Founder & Managing Director (if you’re still actively involved in the business).

Best for: Startups, entrepreneurs and small business owners who want to highlight their involvement in creating the business.

CEO stands for Chief Executive Officer and is usually the most senior person responsible for leading a company.

The title suggests you’re responsible for setting the overall direction of the business, making key decisions and overseeing its performance.

There’s no general rule saying you need a certain number of employees or level of turnover to use CEO as a professional title.

But it’s often associated with larger businesses or those with an established leadership structure.

If you’re a one-person business, Owner or Founder might be a better choice. If you’re building a company with employees and plans to grow, CEO might be better.

Best for: Established businesses with employees or significant growth ambitions.

Managing Director, often shortened to MD, is a popular title among UK business owners.

Like a CEO, a Managing Director is responsible for the overall running of the business. However, the title can also communicate a more hands-on approach to day-to-day operations.

For example: someone who owns a marketing agency and manages its team, clients and operations might choose Managing Director.

Best for: Limited company owners who actively manage the day-to-day running of the business.

Director is a broad title that can describe someone’s role in managing a business or leading a particular area.

Let’s take a closer look at some examples:

• Operations Director: Oversees processes, logistics and day-to-day running of the business.

• Technical Director: Responsible for the technical aspects of a business.

• Marketing Director: Leads marketing strategy, campaigns and brand development.

• Finance Director: Oversees planning, budgeting and reporting requirements.

You can also create a director title that reflects your specific role. For example, some business owners use titles such as Sales Director, Commercial Director or Product Director.

Using a specialist director title can help communicate your expertise while still showing that you’re a senior decision-maker within the business.

But there’s an important distinction to understand.

If you’re formally appointed as a director of a UK limited company, you have legal responsibilities under the Companies Act 2006.

Using Director as a professional job title doesn’t mean you’re legally appointed as a company director, although acting as one can create responsibilities even without a formal appointment.

Learn more about company directors and their legal responsibilities.

Best for: Company directors and people with senior leadership or specialist responsibilities.

If you run a business in a creative industry, Creative Director might be a better fit than a more generic title.

It’s commonly used in design, marketing and other creative businesses.

The title suggests you’re responsible for developing ideas, overseeing creative work and maintaining the overall creative vision.

For example: if you run a branding studio, Creative Director communicates more about your expertise and what clients can expect from you.

Just remember that Creative Director describes your professional role, not necessarily your ownership of the business.

Best for: Creative agency owners, marketing and design professionals.

Principal is a popular choice in professional services, including consulting, architecture and financial services businesses.

The title suggests you’re the lead decision-maker and have overall responsibility for the business.

It’s less common than Owner or Founder but can sound more professional in industries where clients expect specialist expertise.

Best for: Consultants, advisors and professional services firms.

Proprietor is another word for owner and is sometimes used interchangeably with the term sole proprietor, particularly in the US.

In the UK, the equivalent business structure is usually a sole trader. While you won’t see the title Proprietor used as often as Owner or Founder today, it still appears in some industries, particularly retail, hospitality and family-run businesses.

The title clearly communicates that you’re legally and financially responsible for the business, although it can feel a little more traditional than modern alternatives.

If you’re a sole trader looking for a straightforward title, most people tend to choose Owner or Founder. But Proprietor can be a good option if you want to emphasise your ownership of the business.

Best for: Independent shops, hospitality businesses, sole traders and family-run companies.

Yes.

There aren’t any legal restrictions preventing a sole trader from calling themselves CEO.

But it’s worth considering how the title may be perceived by customers. Many people associate CEOs with larger businesses that have employees, departments and senior leadership teams.

If you’re a sole trader or freelancer, titles such as Owner or Founder may feel more authentic and easier for customers to understand.

Ultimately, the right title is the one that accurately reflects your role and helps you build trust with clients and customers. It’s your business at the end of the day, you can choose what suits you best.

Whether you call yourself an Owner, Founder, Managing Director or something else entirely, running a business means wearing a lot of hats.

One thing that’s worth getting right from the start is your finances. Keeping your business and personal money separate can make it easier to stay organised, understand your cash flow and prepare for tax time.

Countingup combines a business current account with built-in accounting software, helping sole traders and limited company owners manage their finances in one place. You can send invoices, track expenses, monitor cash flow and stay on top of your bookkeeping from a single app.

In the process of registering a business? Try our company registration service to get your limited company up and running. All you need is to pay a £100 fee towards the registration but you’ll get this back when you become an active customer – making your formation completely free.

There isn’t a single best title. Owner, Founder and Managing Director are among the most popular choices. The right title depends on your business structure, your responsibilities and how you want to present yourself professionally.

Founder highlights the fact that you started the business, while CEO focuses on your leadership role. Many entrepreneurs use both titles together, particularly in startup businesses.

Many sole traders choose Owner, Founder or Principal because they’re clear and easy to understand. While a sole trader can call themselves CEO, it may feel less appropriate for a one-person business.

It can be.

A Managing Director is responsible for running a business, but they don’t necessarily own it. In some companies, the Managing Director is also the owner or founder. In others, they may be an employee hired to oversee the business on behalf of the owners. It’s a title that can mean many things, which is why so many business opt to use this title – to show the breadth of their role.

Common alternatives to business owner include Founder, Proprietor, Principal, Managing Director and CEO. The best title depends on your role within the business and how you’d like to present yourself professionally.