How to name a business in Australia
Written by Jack Harrington and Gabriel Pozo, the founders of Urban Media, Melbourne. Updated .
A good name is easy to say, easy to spell and free to use. The last part is the one people skip, and it is the one that costs money later.
This guide is the short list of checks to run before you pay for a logo, a website or a single ad. It is general information, not legal advice.
What makes a name work
- You can say it once on the phone and the other person can spell it.
- It still makes sense if you add a second service in two years.
- It does not sound like a bigger or older competitor.
- A website address that matches it is free to register.
The checks, in order
- Search the ASIC business names register to see whether someone has registered the same or a very similar name.
- Search IP Australia's trade mark database. A registered trade mark is what gives someone rights over a name in their field.
- Search for the domain. A .com.au needs an Australian presence, such as an ABN.
- Search the social handles you want on Instagram, TikTok, Facebook and YouTube.
- Search Google for the name plus your suburb or industry, to see who already uses it.
Registering a name is not owning it
Registering a business name with ASIC lets you trade under it. It does not, on its own, give you legal ownership of the name. A trade mark is the thing that protects a name, and whether you need one is a question for an IP lawyer.
Then build on it
Once the name clears every check, the next step is the brand: logo, colours, type and voice. The order is in our guide on what to do after registering an ABN, and the logo or website first guide explains why the brand comes before the site.
More guides for new businesses
- Logo or website first for a new business
- What to do after registering an ABN
- New business launch checklist, Melbourne
- Business name vs company name in Australia
- Do I need a website for a small business
- What is a brand identity for a small business
- Brand guidelines for a small business
- How to get your first customers as a new business
- Google Business Profile for a new business
- How much a new business should spend on ads
- Website checklist before you launch a small business site
- What photos a new business needs
- Landing page or website for ads
- Social media profiles for a new business
- How to start a business in Melbourne
- How to start a clothing brand in Australia
- How to register a brand name in Australia
- Do I need an ABN to start a business in Australia
- Sole trader or company in Australia
- Do I need to register for GST
- How to choose a .com.au domain name
- How to get a logo for a new business
- Business email for a new business
- Privacy policy for a small business website in Australia
- What to post on social media when you start a business
- Setting up a business in Victoria
All of them are on the guides page.
Who is behind this
Urban Launch is built and run by Urban Media (ABN 28 169 446 902), a Melbourne studio founded by Jack Harrington and Gabriel Pozo. Urban Media makes video, design and websites for clients including Box Hill United, Brighton Grammar and Porsche Club Victoria.
If you want to talk to the people doing the work, call 0456 785 904. More about who we are, and how to check us, is on the About page.
Common questions
- Do I have to register my business name?
- If you trade under a name that is not your own legal name, in Australia you generally need to register it with ASIC. A sole trader trading under their own name does not. Check asic.gov.au for your situation.
- Can I use a name that is already registered as a trade mark?
- Using a name that is trade marked by someone else in a similar field can lead to a dispute even if the business name register shows it as free. Search IP Australia first, and ask an IP lawyer if the name is close.
- Should the business name match the domain name?
- It helps. People who hear your name will type it. If the exact domain is taken, change the name or choose a clear variation before you build the brand, not after.
Start with a Launch Call
Live and generating enquiries within 45 days, or we keep working at no extra cost until you are. The Launch Call is where we check it is the right fit before we book anything in. For a real example, read the Airwize case study (12 conversions, meaning leads that became sales, in the first month of Google Ads from $70 of ad spend, our figures). You can also read how a launch package compares with hiring separately, or go to the packages and prices on the homepage.
More: Brand and website package, Melbourne, Startup package for a new business, Melbourne, Branding, website and photography package, Melbourne.