How to Choose Your Business Name in Australia: A Guide for Startup Founders
- Christopher. H
- Sep 18
- 6 min read
Choosing your business name might seem like a creative decision — but it’s also one of the most strategic moves you’ll make as a founder.
I've helped dozens of startups launch, and I’ve seen firsthand how the right name can open doors — or, if chosen poorly, turn into a legal, branding, or marketing nightmare.
This guide shows you how to choose, check, and register a business name in Australia while avoiding costly mistakes.
What is a Business Name?
A business name is the official name you trade under when running your business in Australia. It’s the name customers, suppliers, and regulators use to identify your business — appearing on invoices, marketing materials, and legal documents.
Registering a business name with ASIC (Australian Securities and Investments Commission) doesn’t give you ownership of the name as intellectual property, but it does make your trading identity legal and visible.
To gain stronger protection and exclusive rights, you would need to register it as a trademark.
Key Things to Consider When Choosing A Business Name
The Problem You Solve → Choose a name that reflects your mission or outcome, so customers instantly know why you exist.
Visual Identity & Colors → Think about how your name pairs with brand colors, logos, and design — consistency builds recognition.
Competitor Differentiation → Avoid names that mimic competitors; originality protects you legally and makes you more memorable.
The Five Senses → How does your name sound when spoken, look on packaging, feel in print, or connect with taste/atmosphere in your industry?
Customer Touchpoints → Test your name across every interaction — from websites and emails to signage and business cards — to ensure it feels cohesive everywhere.
Why It Matters When Choosing Your Business Name
A great name isn’t just catchy — it’s foundational to your identity.
It shapes your brand story. Your name is the first impression customers have.
It impacts legal protection. Too close to an existing name? You may face legal action.
It affects SEO & discoverability. Your name influences domain availability and searchability.
It influences perception. Tone matters. Bold, quirky, or professional — your name sets the tone before you’ve said a word.
When I mentor founders, we study names like Apple, Budget Direct, TikTok, and Mercedes-Benz. Each carved out a strong identity that drove trust and recognition from day one.
Mentor Tip: Study successful business names across industries. Spot the patterns — clarity, memorability, distinctiveness.
What You Need Before You Start Naming
Before brainstorming:
Your mission – what problem are you solving?
Your audience – who do you serve?
Your tone – playful, bold, professional?
Your growth plans – will this name scale globally or box you in?
Mentor Tip: Pick a name that grows with you. Don’t trap yourself in a niche that won’t scale.
How To Choose Naming Your Business
Step 1: Brainstorm Business Name Ideas in Australia
Start broad. Think of:
Words linked to your product, values, or outcome
Metaphors or symbols that represent your vision
Invented words (e.g. Canva = canvas + design)
Cultural references (ensure relevance & sensitivity)
Research your competitors (logos, colours, names, taglines)
Then filter with questions:
Is it easy to spell, type, and pronounce?
Is it memorable and unique?
Does it align with your industry and customer expectations?
Can it scale with your business?
Mentor Tip: Say the name out loud. If it feels clunky or needs explanation, move on.
Step 2: Check Business Name Availability in Australia
Never fall in love with a name until you know it’s free.
Search ASIC Business Name Register
Check domain name availability (.com & .com.au)
Search social media handles
Run a trademark check (IP Australia TM Headstart tool)
Warning: A name can be available as a business name but still infringe on a trademark. Always check both.
Step 3: Test Your Business Name
Get real-world feedback:
Can people pronounce it easily?
Do they understand what you do from the name alone?
What emotions or perceptions does it spark?
How does it stack up against competitors?
Quick Test:
Ask a friend what a business called “[Name]” does. Their answer shows you the message you’re sending.
Step 4: Business Name Registration in Australia (Step-by-Step)
Once you’re ready, secure your name everywhere:
Register with ASIC
1 year = $42
3 years = $98
Buy your domain name(s)
Preferably both .com and .com.au
Set auto-renew to prevent loss
Secure matching social handles
Instagram, LinkedIn, X (Twitter), TikTok, YouTube
Protect with a trademark
Trademark costs start from $250/class via IP Australia
Business Name Trademark in Australia: Why It Matters
A trademark gives you legal ownership of your brand identity.
✅ Prevents competitors from copying your name
✅ Provides nationwide protection
✅ Increases business value for investors or future sale
Mentor Tip: If your name is core to your brand, register it as a trademark early. It’s cheaper than rebranding after a dispute.
How Much Does It Cost to Register a Business Name?
Here’s what to expect (as of 2025):
ASIC Business Name Registration:
1 year: $42
3 years: $98
Domain name (.com.au): $12–$40/year depending on registrar
Trademark registration (optional but recommended): From $250/class
Money-Saving Tip: If the name is critical to your brand, register it as a trademark early to avoid expensive legal conflicts later.
Common Mistakes Founders Make When Naming Their Business
Falling in Love Too Soon
Don’t skip legal and domain checks just because the name sounds cool.
Copying Competitors
Blending in isn’t branding. Your name should help you stand out, not ride coattails.
Being Too Clever (and Confusing)
If your name needs explaining, it’s probably not working. Clarity beats clever.
Ignoring International Implications
Planning to scale globally? Make sure your name doesn’t mean something weird or offensive in another language.
What to Do Right Now
✅ Download the Business Name Checklist from [Prodesk.com] — It includes brainstorming prompts, availability check tools which are all part of our digit resource library.
✅ Want help choosing your business name? The team at Noize.com.au can help you do a full naming audit, check availability, and register it for you.
✅ Need more tools like this? Get the full StartUp Deck — your step-by-step playbook to launch, grow, and protect your business.
The Bottom Line
A business name isn’t just a label — it’s the front door to your brand.
Get it right, and it creates momentum. Get it wrong, and you risk rebranding, legal headaches, and customer confusion.
Startups move fast, but don’t rush this step. Your name is a long-term asset. Make it meaningful, make it legal, and make it yours.
FAQs
What makes a good business name in Australia?
A good business name is simple, memorable, legally available, and aligned with your brand values. It should be easy to spell and scalable for future growth.
Do I need to register my business name in Australia?
Yes — if you're trading under any name that isn’t your personal name, you must register it with ASIC to legally operate in Australia.
How can I check if a business name is available in Australia?
Use ASIC’s Business Name Register and IP Australia’s TM Headstart tool. Also check domain availability (.com/.com.au) and social media handles.
Can I use a business name that’s already taken but not trademarked?
It’s risky. Even if the name is not trademarked, if it's too similar to another business — especially in the same industry — you may face legal issues or be forced to rebrand.
What’s the difference between a business name and a trademark?
A business name is a legal trading name registered with ASIC. A trademark provides legal ownership and protection of your brand identity across Australia.
Should I register a trademark for my business name?
If your business name is core to your brand identity and long-term growth, registering a trademark is highly recommended. It gives you stronger legal protection.
How much does it cost to register a business name in Australia?
As of 2025, it costs $42 for 1 year or $98 for 3 years to register with ASIC. Trademark registration starts from $250 per class.
Can I change my business name later?
Yes, but it requires notifying ASIC, updating marketing materials, domains, and possibly rebranding — which can be costly and confuse customers. Choose wisely from the start.
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