What Should You Call Yourself? A Friendly Guide to Business Titles

If you’ve ever wondered whether you’re an Owner, Director, Founder, CEO… or all of the above depending on your mood, you’re definitely not alone.

Business titles can be confusing, especially when you’re running a small business and wearing every hat from marketing to accounts to chief tea-maker. Different titles mean different things, and some have specific legal definitions that aren’t always obvious.

This week, we’re breaking down the most common business titles, what they actually mean, who they apply to, and how you can choose the one that fits you best.

Why business titles matter

Not because anyone needs a fancy nameplate on their desk (unless you want one then treat yourself!). But because:

• Some titles have legal responsibilities behind them

• Some relate to your business structure

• Some describe what you do, not what you are

• And some are totally optional branding choices

Understanding them helps you avoid confusion with customers, with banks, and sometimes even with HMRC. Let’s break them down.

Sole Trader, Owner, Self-Employed. What’s the difference?

• Sole Trader

This is your legal and tax status if you’re running a business on your own and haven’t registered a limited company.

• Owner

This one works for anyone who owns a business. Whether you’re a sole trader, in a partnership, or the shareholder of a limited company.

• Self-Employed

A general term for anyone who works for themselves. Sole traders and partners are self-employed. Directors, strictly speaking, are not because they are “office holders”.

Example

Sarah runs a dog grooming business as a sole trader. She can confidently call herself:

• Owner

• Founder

• Sole Trader

• Business Owner

All perfectly correct.

Founder: A flexible favourite

“Founder” is one of the easiest titles because it has no legal definition.

If you started the business, you’re the founder. Simple as that.

It works for:

• Sole traders

• Partnerships

• Limited companies

  
  

Director: The legally defined title

A Director is someone officially appointed to the board of a limited company. Your appointment appears on the public register at Companies House.

If you run a limited company, this might be you. If you’re a sole trader or in a simple partnership, this title won’t apply because it’s tied to a specific business structure.

Example

Leon registers a limited company for his design studio .He appears at Companies House as a director. That’s his formal title.

Shareholder: The owner of a limited company

A Shareholder is someone who owns shares in a company. This often overlaps with being a director, but it doesn’t have to.

You can be:

• A shareholder but not a director

• A director but not a shareholder

• Or both

  
  

Example

Amira owns 100% of a limited company but chooses not to appoint herself as a director. Instead, she hires her friend Luis to run the day-to-day operations and officially appoints him as the director.

• Amira: Shareholder (she owns the company)

• Luis: Director (he runs the company on paper)

Two different roles, both correct, and clearly separate.

CEO: The optional one

“CEO” is widely used in the corporate world, but it isn’t a legally defined term in the UK for small businesses.

You can use it if:

• You run a limited company

• You’re a director

• It suits your branding and structure

Sole traders typically don’t use CEO, simply because it implies a company hierarchy.

Example

Nadia runs a marketing agency through her limited company. She uses “CEO” as part of her branding. Totally fine.

Managing Director: The UK equivalent of CEO

Another non-legal but commonly used title.

A Managing Director (MD) usually means:

• You’re a director of a limited company

• You oversee day-to-day operations

Again, something for limited companies rather than sole traders.

Partner: For specific types of businesses

“Partner” applies if you’re part of a partnership (including LLPs).

If two people work together but haven’t formally set up a partnership or LLP, they may be collaborating but “partner” is still a specific business term.

Example

Two accountants register as an LLP and run their firm together. They are both partners. That’s the official title.

Company Secretary

A Company Secretary handles compliance and filings, especially in larger companies.

• Required for PLCs

• Optional for private limited companies

• Not used in sole trader businesses

In small limited companies, the directors often take these responsibilities themselves.

Quick guide: which titles fit which business structure?

Sole Traders

✔ Owner

✔ Founder

✔ Sole Trader

✔ Self-Employed

❌ Director

❌ Shareholder

❌ CEO/MD

❌ Partner

Limited Companies

✔ Director (if formally appointed)

✔ Shareholder (if you own shares)

✔ Founder

✔ CEO/MD (optional)

✔ Company Secretary (if appointed)

Partnerships / LLPs

✔ Partner

✔ Founder

✔ Business Owner

❌ Director

❌ Shareholder (unless it’s an LLP with shares)

Final thoughts

Choosing the right title isn’t about sounding important, it’s about clarity.

A good title helps people understand:

• Your role

• Your responsibility

• Your business structure

  
  

Once you understand the differences, it’s much easier to pick one that fits your situation and feels right for you.

Whether you’re a sole trader proudly calling yourself the Founder, or a limited company director deciding between Director, MD, or CEO, the important thing is that your title reflects what you actually do and how your business is set up.