Choosing a Business Name

Choosing the right business name is an important first step in starting your business. The name you pick will shape how people see you, define your brand, and determine how you’re recognised in your community. You can choose any business name you like; it can be fun or clever, but it’s important that the name you select complies with Australian rules and helps create a clear, trustworthy image for your business.

A good business name should:

• Set you apart from other businesses out there
• Reflect what your business does and your core values
• Be registered appropriately and not infringe on someone else’s name
• Work well for marketing, signs, and online presence

Choosing a business name involves important considerations and checks to ensure compliance with regulations. Below, we’ve provided a simple structure to help you make decisions and keep organised records as you select your business name.

Legal and Regulatory Requirements

In Australia, business names must comply with the Business Names Registration Act 2011 (Cth). Under the Act, a business name cannot be registered if it:

• Is the same as, or similar to, an existing registered business name
• Is misleading or deceptive
• Suggests an association with the government or regulated professions without proper authority
• Uses restricted words
  • Words that cannot be used in business names can be found here: Rules for acceptable business names | ASIC.

Once you’ve selected a business name, check its availability against other registered business names. You can do this by visiting the ASIC Business Name Search and entering your chosen name. If you get a green light, that name is available for you to register; if you see an amber light, then ASIC will need to assess the name after you apply for it. You’ll get a red light if it’s already taken, and you will need to choose a different name. Trading under a business name already registered to another company can create legal issues and confusion for clients and customers. If you are using your own name as the business name, you do not need to register a business name.

If the name is available, check whether a business is already operating under that name using the ABN Lookup.

Additionally, consider whether you need a domain name for your website or social media handles. Domain names are used at the end of email addresses and are what users will search for when looking for your business online. To see if your business name is available to use as a domain, search it on Get a .au domain name | auDA.

It’s important to remember that registering a business name does not grant you exclusive ownership or trademark rights. Trademarks are different to business names. To learn more about trademarks, please visit our Indigenous Cultural and Intellectual Property Information page.

Business names should be clear and simple.

A good business name is straightforward, easy to read, and memorable. Choosing a simple name will help people recognise your business and reduce the risk of confusion.

Consider the ease of spelling and how it’s pronounced. If there are other businesses with similar names that might confuse customers, and if it’s suitable for formal documents and contracts as your business grows.

Business names should be meaningful and align with what your business does

Your business name should be meaningful; it should reflect what your business does, your values, or your identity. Think about what your core services and products are, what their connection to culture, community and region is, and what the founding principles are. Use our business concept and vision template if needed to help you decide.

It is essential to choose a name that will continue to suit your business as it grows or changes direction.

Business names should be practical and suit your business as it grows

Your business name will be used on everything the business is involved with, including social media platforms, websites, email addresses, signage, marketing materials, and at the top of any invoices.

Think about whether your business name will still be suitable if your business grows, changes, or enters new markets. Having an interchangeable name will mean that if your business takes a different direction, you can keep the same name.

For more guidance, use the business name suitability checklist, provided by Business Queensland.

Choosing a Business Name Template

Use the following template to document, assess and compare potential business names. 

Final decision

Once you have found a name that meets all the criteria, you’ll need to decide on your business structure. You can do that by using our Choosing a Business Structure Guide.

In the next section, we will walk you through registering your business and registering your business name. So don’t worry if you’re still thinking about names.