Naming Your New Business: How to Find the Perfect Name
Starting a new business is exciting – but one of the first big challenges you’ll face is choosing a name. In Australia, picking a name isn’t just a branding exercise; it also comes with legal steps like registration. You might have the perfect name in mind, only to discover it's taken, or you may be scratching your head to think of a unique idea. Don’t worry – this guide will walk you through why you need to register your business or company name, why finding an available name can be tricky, and how to come up with a name that’s unique (and available). We’ll keep it friendly and simple, with plenty of practical tips for Aussie business owners.
COMPANY NAMES: If you’re setting up a company (like a Pty Ltd), part of the company incorporation process is registering the company name with ASIC (the Australian Securities and Investments Commission). Every company must have a registered name. You have to pick a unique name that isn’t the same or similar to an existing company. Once registered, your company gets an Australian Company Number (ACN) and is legally ready to operate under that name. It is important to know Additionally, certain words are restricted words like “Bank” or “Royal” require special permission to use, also names that imply you belong to a government or other organisation are restricted, common keywords such as “Solutions” or “& Co.” are frequently used, making it harder to find an available name that stands out.
Acceptable characters: Company names can only include the letters of the English alphabet, numbers, spaces and common punctuation marks. The common punctuation marks are:
. , ; : ! ? ‘ ’ “ ” ( ) - and /
Only a few special characters are allowed:
# $ = % & | * \ { } @ and _
You cannot use accented letters.
Creating a unique and available business name in Australia involves a blend of creativity and practical strategy. Begin by brainstorming keywords that reflect your brand, mission, and values. Combine words, use synonyms, or invent new terms, aiming for a name that’s descriptive yet distinctive. Consider incorporating location or personal names, and experiment with wordplay such as alliteration or rhymes, but keep the name simple, memorable, and easy to spell. Throughout this process, jot down all ideas without judgment, and seek feedback from others to ensure your choices resonate and avoid unintended meanings.
Once you have a shortlist, check availability early and often by searching the ASIC business name register, trademark databases, and domain registrars to ensure your chosen name isn’t already in use or legally protected. A Google search can also reveal informal use or potential brand confusion. Having backup names is wise in case your first choice encounters hurdles during registration. When you’ve found a name you love and confirmed its availability, register it promptly online, making sure to keep your details updated and renew the registration as required. This careful and creative approach helps ensure your business name sets you apart and supports future growth
BUSINESS NAMES (TRADING NAMES): If you’re a sole trader or partnership (or even a company) and you want to trade under a name other than your own legal name, you must register it as a business name. For example, if Jane Smith (sole trader) wants to call her bakery “Sweet As Pies” instead of just trading as Jane Smith, “Sweet As Pies” needs to be registered. This rule applies to any individual or entity doing business under a different name than their own. In fact, “if you conduct business under a name other than your own, you need to register that business name to trade legally” . The only exceptions are if the business name is exactly your personal name or (in a partnership) the surnames of all partners, or in a company’s case, the company’s exact legal name. (For example, John Doe as a sole trader can operate as “John Doe” without extra registration, but the moment he calls his business “John’s Cakes”, that name must be registered.)
Does registration give you ownership of the name: This is important: Registering a business or company name doesn’t give you automatic exclusive rights to that name. It prevents others from registering the identical name, but it doesn’t protect you from someone using it in other ways (like as a trademark or in a different context). In Australia, multiple businesses can have similar names as long as they’re not exactly the same on the register, and even an exact name could be used by someone overseas. If you want to protect your brand name so no one else can use it in your industry, consider registering a trademark with IP Australia. As the Australian government’s business resource site notes, registering a business name doesn’t mean you own it exclusively, you’d need a trade mark to secure exclusive rights. For example, if you register "Sweet As Pies" as a business name, someone else could still possibly use it as an unregistered slogan or a trademark in a different class, unless you trademark it. So, think of name registration as fulfilling a legal requirement to operate, and trademarks as a separate step to protect your brand. It might be a bit down the track for a brand-new business, but it’s good to keep in mind.
Finding a suitable company or business name: In Australia it can be quite challenging to find a suitable company or business name, due to the sheer number of existing businesses—over 2.66 million as of mid-2024. The national registration system, managed by ASIC, requires that business and company names are unique across the country, not just within a single state. This means that many straightforward or catchy names are already taken, and ASIC will reject any registration that is identical to an existing one. While similar names may sometimes be allowed, choosing a name too close to another can cause branding confusion or legal trouble, especially if it infringes on trademarks. Additionally, certain words are restricted; words like “Bank” or “Royal” require special permission to use, and common keywords such as “Solutions” or “& Co.” are frequently used, making it harder to find an available name that stands out.
Aside from official registers, business owners need to consider online presence and intellectual property concerns. Securing a matching .com.au domain and checking for existing trademarks are crucial steps, as conflicts in these areas can limit your branding or lead to disputes. If you’re not ready to launch immediately, ASIC offers the option to reserve a company name for a limited time. Furthermore, when selecting a name, it's wise to balance uniqueness with flexibility to allow for future growth; names that are too generic or too narrowly focused may either get lost among competitors or limit your business's expansion. Despite these hurdles, the process encourages creativity, many successful brands started with completely original or unconventional names, proving that with a bit of homework and imagination, you can find a name that truly sets your business apart.
Use the link below to search the ASIC for available company names.
Check Company Name Availability
Rules on company names.