What to call yourself as a small business owner

Starting a business comes with plenty of decisions. Choosing a business name, setting your prices and finding your first customers all tend to take priority.

But sooner or later, another question crops up: what should you call yourself?

Whether you’re creating a LinkedIn profile, building a website or ordering business cards, you’ll probably need a professional title. From Founder and Owner to CEO and 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. The title you choose depends on your business structure, your role in the business and how you want to present yourself to customers and clients.

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?

There are lots of different titles business owners can use. Some focus on ownership, such as Owner, Founder and Proprietor, while others focus on leadership responsibilities, such as CEO, Managing Director and Director.

The right title depends on your role, business structure and personal preference.

Let’s look at some business owner titles to help guide you in the right direction:

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 actively manage projects and teams, using “Owner” doesn’t actively tell others what you do. So if you want to highlight your role in running the business, you could combine it with another title like CEO or Managing Director.

Best for: Sole traders, freelancers and small business owners without active day-to-day responsibilities.

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

It’s a very popular title among startup founders, entrepreneurs and high growth small businesses because it reflects the journey of building a business from the ground up.

Unlike some other titles, Founder stays with you forever. Even if you step away from the business or sell it in the future, you’ll still be its founder and can use the title on LinkedIn and for your portfolio.

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 and CEO or Founder and Managing Director (if you’re still actively involved in the business).

Best for: Startups, entrepreneurs and growing small businesses.

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

The title suggests you’re responsible for setting the overall direction of the business, making key decisions and leading the management team.

While there’s nothing stopping a small business owner from calling themselves CEO, the title is often associated with larger businesses with bigger headcounts. If you’re a one-person business, most people will find Founder or Owner more relatable, and more giving to your position as a small business owner.

Best for: Established businesses with employees and growth ambitions.

Managing Director, often shortened to MD, is one of the most common titles used by small business owners.

Like a CEO, a Managing Director is responsible for the overall running of the business. However, the title often implies a more hands-on role in day-to-day operations.

Many business owners prefer Managing Director because it feels professional without sounding overly corporate. It also indicates that you’re immersed in the business, compared to titles like Owner or Founder which feel like more hands-off roles.

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

Director is a broad title that can be tailored to your area of responsibility.

Let’s take a closer look at some examples:

• Creative Director – A good fit if you run a business in a creative industry, such as design, photography, content creation or marketing. It suggests you’re responsible for the overall creative vision and direction of the business.

• Operations Director – Suitable if you oversee the day-to-day running of the business, including processes, logistics, customer service or delivery. This title is common in businesses where efficient operations are key to success.

• Technical Director – Often used in technology, engineering or IT businesses. It tells people you’re responsible for the technical strategy of the business and have specialist expertise in your field.

• Marketing Director – A popular choice for agency owners, consultants and marketing professionals. It suggests you’re responsible for developing and overseeing marketing strategy, campaigns and brand growth.

• Finance Director – Typically used by accountants, financial consultants or business owners who oversee financial planning, budgeting and reporting. It highlights expertise in managing a company’s financial performance.

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.

Own a limited company? Gov.uk has more information about company directors and their legal responsibilities.

Best for: Business owners with specialist expertise or leadership responsibilities.

Principal is a popular choice in professional services businesses such as 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.