Choose a business name: tips for finding and registering yours

Published Monday 12 January 2026

Table of contents

• What is a business name?
• Common types of business name
• What restrictions are there on business names?
• How to come up with a good business name
• How to check if your business name is available
• Business name registration requirements
• Should you register a trade mark?
• Get your business name working for you
• FAQs on business names

Key takeaways

• Verify your chosen business name is legally available by checking business registers, trademark databases, domain availability, and conducting thorough web searches before making any investments in branding or marketing materials.
• Choose a name that balances memorability with practicality by ensuring it's easy to spell, pronounce, and remember while being distinctive enough to stand out from competitors in your industry.
• Consider your business structure requirements when selecting a name, as different entity types may need specific suffixes like "Ltd" or "Pty Ltd" and have varying registration obligations.
• Test your shortlisted names with trusted sources to gather feedback on memorability and appeal, while also checking for unintended meanings in other languages to avoid potential misinterpretations.

What is a business name?

A business name is the official name your business uses to identify itself to customers, suppliers, and government agencies.

It directly impacts how easily customers can find and remember your business, making it one of your most important branding decisions.

Common types of business name

Your business name appears across multiple touchpoints:

• Official documents: Invoices, contracts, and government forms
• Marketing materials: Website, packaging, and signage
• Legal registration: Format depends on your business structure
• Regulatory compliance: Registration requirements vary by location

If you are a sole trader, you can use your name, for example William Shakespeare. But you must register for goods and services tax (GST) if your annual GST turnover is $75,000 or more.

Depending on your business structure you may need to add a suffix, for example:

• Shakespeare Ltd
• Shakespeare Co
• Shakespeare Corp
• Shakespeare Inc

You can also trade under a different name. For instance, if Shakespeare's business is rose growing, he could register Shakespeare Rose Growers Ltd for administrative purposes, and also trade as Sweet Roses.

You can use a descriptive name (Shakespeare's Rose Garden) or location (Shakespeare's Stratford Roses). Wordplay, compound words, alliteration, or anagrams (SweetScents of Stratford) can help you stand out.

What restrictions are there on business names?

Business name restrictions vary by country but typically prohibit names that are:

• Identical or misleading: Too similar to existing registered names; regulators consider pronunciation, so names like ‘Creative@Work’ and ‘Kre8tive at Work’ are treated as identical.
• Government-associated: Imply connection to government agencies
• Financial sector: Suggest banking or financial services without proper licensing. For terms like 'bank', 'credit union', or 'building society', you must ask the Australian Prudential Regulation Authority (APRA) for consent.
• Charitable: Imply charitable status without proper registration
• Offensive: Contain obscene, offensive, or inappropriate language

Sole traders, partnerships and companies may have different regulations. For example, sole traders operating under their legal name may not require registration, whereas company names must reflect the liability of members and the company status, typically indicated by suffixes like 'Proprietary Limited' or 'Ltd'.

Additionally, all company directors must apply for a director identification number (director ID) before their appointment.

In Australia, the ASIC deciding your business structure tool shows you what registrations you need. You may also need consent to use restricted words or expressions, which you can check on the ASIC website. For a step-by-step overview, see the guide How to register a business name.

How to come up with a good business name

A good business name combines memorability with practicality to support your business growth. The best names share these characteristics:

• Memorable: Easy for customers to recall and recommend
• Distinctive: Stands out from competitors in your industry
• Simple: Easy to spell, pronounce, and type
• Future-proof: Flexible enough to grow with your business

What to consider when coming up with a business name

Essential criteria for choosing your business name:

• Check availability: Make sure the name is not already registered or protected as a trade mark
• Assess industry fit: Avoid names too similar to competitors in your field
• Match business structure: Include required suffixes like Ltd or Pty Ltd
• Meet legal requirements: Comply with naming regulations in your jurisdiction
• Reflect your brand: Align with your business values and customer expectations
• Create differentiation: Stand out clearly from competitors
• Ensure usability: Make it easy to remember, spell, and pronounce
• Test digital presence: Check it works as a domain name and email address
• Avoid misinterpretation: Consider how the name might be misunderstood
• Plan for growth: Choose a name that won't limit future expansion

Choose your naming approach based on your business goals

Descriptive names (like Rose Creations):

• Benefit: Better for search engine visibility
• Risk: May limit future business expansion

Evocative names (like A Rose By Any Other Name):

• Benefit: Creates emotional connection with customers
• Risk: Requires more marketing to explain what you do

Your choice depends on:

• Target market preferences
• Marketing budget and strategy
• Long-term expansion plans

Business name brainstorming

Prepare for your brainstorming session. Use these steps to get ready:

1. Set aside dedicated time: Block two to three hours without interruptions
2. Gather materials: Notebook, pens, and any reference materials
3. Invite creative input: Include friends or colleagues with strong communication skills
4. Create inspiration boards: Collect images, quotes, and ideas related to your business
5. Choose your format: Use physical materials, digital apps, or whatever sparks your creativity

Define your business foundation:

• Origin story: Why you started and what drives your mission
• Unique value: What sets you apart from competitors
• Core values: Principles that guide your business decisions
• Target customers: Demographics and characteristics of your ideal clients
• Desired perception: How you want customers to view your brand
• Industry positioning: How you describe your work and market position

Write down some cultural touchpoints:

• Popular song, movie or book titles, stories, myths or other cultural names or ideas that relate to your business or your own identity
• Names you like, such as family or friend names, pet names
• Other business names, company names or brand names you like

Using these notes, let your imagination run free:

• Break out the thesaurus and dictionary and look up your words; you might find a synonym that works better
• Plug your words into an AI-powered business name generator, for example WIX, Shopify, or Looka
• Use an SEO keyword research tool like Google Keyword Planner, Ahrefs, Moz Keyword Explorer, Twinword or Semrush
• Look at patterns of catchy and unique business names
• Condense or use compound words, aiming for five syllables or fewer
• Acronyms, when done well, are easy to remember and say (for example IBM or IKEA)
• Inject some fun through alliteration and wordplay (for example Krispy Kreme)
• There is nothing stopping you from making up a word or intentionally misspelling one, for example the name Xero

Check your business names and get some feedback

Validate your shortlisted names through these steps:

1. Check legal availability:

• Search business name registers
• Check trademark databases
• Verify domain name availability
• Conduct Google searches for existing use

2. Test for unintended meanings:

• Run names through language translators
• Ask native speakers of other languages
• Consider potential misinterpretations

3. Gather feedback from trusted sources:

• Ask which name they remember best
• Find out which they'd most likely click on
• Get specific reasons for their preferences

How to check if your business name is available

Before you settle on a name, you need to check it's not already taken. A quick search can save you a lot of trouble later on.

Check availability across all relevant markets:

• Domestic search: Check your country's business and trademark registers
• International search: Research key markets for future expansion
• Domain availability: Verify web addresses for your preferred extensions
• Social media: Search major platforms for existing accounts
• General web search: Use search engines to find any existing use

In Australia, you can use the government's Business Registration Service to search for available business names. It's also wise to check the trade mark register to make sure your name doesn't conflict with an existing brand.

You can use GoDaddy to check domains globally. Namechk can search for social media names across a few platforms, or manually search on the platforms you intend to use for your business.

Business name registration requirements

In Australia, you generally need to register your business name with the Australian Securities and Investments Commission (ASIC), unless you trade under your own first and last name. To register a business name, you must have an Australian Business Number (ABN) or be in the process of applying for one.

You register your business name online through the Business Registration Service. This protects your name from being used by others in Australia. The current fees to register are $45 for one year or $104 for three years. This registration needs to be renewed periodically to keep it active.

Should you register a trade mark?

A trademark protects your business name and brand identity from being copied by competitors. Consider trademark registration if you're:

• Investing significantly in brand building and marketing
• Operating in competitive markets with similar business names
• Planning to expand into multiple locations or markets
• Building a business with strong brand recognition potential

Trade mark law can be complex, especially if you expand into overseas markets and find another business using a similar name. Seek advice from a legal professional who understands trade mark law.

Always check trademark registers before finalizing your business name. This simple step prevents costly legal disputes and forced name changes after you've already invested in branding and marketing materials.

Get your business name working for you

Choosing the right business name is a big step. It's the foundation of your brand and how customers will find and remember you. Once you've picked the perfect name and registered it, you're ready to start building your business.

With your name sorted, you can focus on what you do best, while Xero accounting software helps you manage your finances. Try Xero for free and see how easy it is to run your business, not your books.

FAQs on business names

Here are answers to some common questions about choosing a business name.

What makes a business name good?

A good business name is clear, memorable, and easy for customers to spell and say. It should reflect your brand and be distinct from your competitors. It's also important that the name is flexible enough to grow with your business.

Can I register a business name without an ABN?

In Australia you need an Australian Business Number (ABN), or to have applied for one, before you can register a business name with ASIC.

What should I do if someone else is using my preferred business name?

If your preferred name is already registered as a business name or trade mark, you'll need to choose a different one. If it's just being used informally online, you could consider a slight variation or check with a legal advisor to understand your options. It's usually best to find a unique name to avoid confusion.