Register a Business Name in Australia: Founders Playbook for Registering a Business Name
- Christopher. H
- Sep 4
- 4 min read
I’ve seen way too many business owners come up with a great name, build momentum, and then lose everything because they didn’t lock it in. If you’re building something real, registering your business name is one of the first moves you need to get right.
Choosing a great business name is only half the battle — the other half is making sure you legally own it. Without registration, you’re exposed — and someone else could claim it right out from under you.
A Sydney-based online florist called “Bloom & Co.” launched in 2019 — but they didn’t register their business name until six months in. By then, another business in Queensland had already registered “Bloom & Co” legally. The Sydney business had to either change their name or risk legal action. They rebranded, lost SEO traction, and had to rebuild customer awareness from scratch.
That’s the real cost of skipping this step.
Registering your business name is how you protect your brand from day one.
Mentor Tip: Skip this and you’re building on quicksand. Register early, then build.
What Is a Business Name (and Why It Matters)
A business name is the trading name you use in market. If you trade under anything other than your personal name (sole trader) or your company’s exact legal name, you must register it with ASIC.
Registering your business name helps you:
Trade legally under that name
Open a business bank account
Build credibility and protect your brand
Set up marketing, invoicing, and domains correctly
Business Name vs Company Name vs Trademark (Comparison)
Type | Who Registers | What It Does | Do You Still Need a Business Name? |
Business Name | You via ASIC | Legal permission to trade under a name | Yes, unless your trading name exactly matches your company name |
Company Name | You via ASIC (Pty Ltd) | Legal entity (separate from you) | If your business name ≠ company name, register the business name |
Trademark | You via IP Australia | Exclusive rights to a brand name/logo in classes | Trademark is separate; strongly consider it for protection |
“Comparison of business name vs company name vs trademark in Australia”
Eligibility & Restricted Terms
(Read This Before You Apply)
ASIC can reject names that are:
Identical or nearly identical to an existing registered name
Misleading, offensive, or illegal
Include restricted terms (e.g., “bank”, “university”, “royal”, “incorporated”, “Pty Ltd”) without permission
Imply affiliation with government or charities without authority
If your name bumps into any of the above, adjust it before submitting.
How to Register Your Business Name (Step-by-Step)
1. Confirm Your Entity (Who’s Registering)
Decide whether you’re registering as an individual (sole trader) or on behalf of a company. The entity on the form must match your ABN records.
If your company name equals your trading name (e.g., “Zen Digital Pty Ltd”), you don’t need a separate business name.
2. Check Business Name Availability (ASIC Search)
Search the ASIC Business Name Register for exact and similar names. Avoid near-matches and restricted words.
3. Search for Existing Trademarks (ATMOSS)
Availability ≠ safety. Check IP Australia’s ATMOSS to avoid infringing registered marks in your class.
4. ABN and Business Name Registration Requirements
You need an active ABN for the same entity that will own the business name.
Apply/confirm at the Australian Business Register.
Ensure your entity details match exactly.
5. Register with ASIC — Fees & Timeline
Complete the online application via ASIC.
Fees: $42 (1 year) or $98 (3 years)
Provide owner/ABN details, address, email
Double-check spelling and entity details before paying
6. Set Renewal Reminders & Keep Details Updated
Once approved:
Add renewal reminders (calendar + backup email)
Update details promptly if address or owner info changes
Lapsed names become available to the public — don’t lose yours
Post-Submission: What Happens Next
Confirmation email: ASIC sends a receipt/confirmation to your registered email.
ASIC Key: You’ll receive or confirm your ASIC Key to manage details online.
Public register: Your name appears on the ASIC Business Names Register.
Typical timing: Often same day when info matches and payment clears; issues can delay.
Common Mistakes (and How to Avoid Them)
Registering when you don’t need to (your company name is your trading name).
Skipping the trademark search.
Using an unregistered name in contracts/invoices.
Letting registration lapse (set reminders).
Registering under the wrong ABN/entity
What to Do Right Now
✅ Start your research now. We have branding resources you can download from ProDesk.com
✅ Want help - Book a session with Noize to identify where you are leaving money on the table as you build your startup [Noize.com.au]
✅ Get the StartUp Deck - It’s your strategic co-founder in a box—ready to guide, delegate, and execute [theStartUpDeck.com]
The Bottom Line
Registering your business name is a low-cost, high-leverage move that makes everything else official. Do it early, do it right, and you’ll avoid rebrands, legal headaches, and lost momentum.
In under an hour, you can search ASIC → Check ATMOSS → Confirm ABN → Register → Set renewal → Lock domain/socials
Then keep building — with a name you own.
FAQs
Do I need to register my business name in Australia?
Yes — unless you trade under your personal name (sole trader) or your company’s exact legal name.
How much does it cost to register a business name?
$42 for 1 year or $98 for 3 years with ASIC.
Can I register a business name without an ABN?
No. You need an active ABN for the same entity.
How long does registration take?
Often same day if details match and payment clears; mismatches can delay.
How do I renew or change details?Renew via the ASIC portal using your ASIC Key. Update address/owner details there too.
Can I register multiple business names under one ABN?
Yes — you can hold multiple names against a single ABN.
Can I use a name that’s similar to another?
Avoid near-identical names. ASIC may allow some, but confusion risks legal issues; check ATMOSS and choose distinct.
If my company name equals my trading name, do I still need a business name?
No — if they match exactly, a separate business name is not required.
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