How to come up with a business name: ideas and tips

Published Wednesday 22 April 2026

Table of contents

• What is a business name?
• Common types of business name
• How to come up with a good business name
• FAQs on business names

Key takeaways

• Choose a business name that is memorable, simple to spell and pronounce, and flexible enough to grow with your business, so it continues to serve your brand as you expand.
• Check that your preferred name is available before committing to it, including searching the business names register, checking for similar-sounding trade marks, and verifying that a matching domain name is free.
• Decide between a descriptive name, which helps customers find you through search, and an evocative name, which builds emotional connection but requires more marketing to explain what you do.
• Run a structured brainstorming session using tools like a thesaurus, AI name generators, and SEO keyword tools to explore a wide range of creative options before settling on your final choice.

What is a business name?

A business name is the official name your business uses to identify itself to customers, suppliers, and government agencies, while an Australian Business Number (ABN) also helps the government and community identify the business. It directly impacts how easily customers can find and remember you, making it one of your most important branding decisions.

Common types of business name

Your business name appears across multiple touchpoints, so consistency matters from day one:

• 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're a sole trader, you can use your own name. For example, William Shakespeare could trade simply as William Shakespeare. However, a sole trader must be on the business names register if they conduct business under a name other than their personal name.

You must register for goods and services tax (GST) if your annual GST turnover is $75,000 or more, and you'll need to register within 21 days of exceeding this threshold.

Depending on your business structure, you may need to add a suffix that indicates your company type:

• 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 trade as Sweet Roses.

Common naming approaches include:

• Descriptive names: Shakespeare's Rose Garden
• Location-based names: Shakespeare's Stratford Roses
• Creative names: SweetScents of Stratford (using wordplay, compound words, alliteration, or anagrams)

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

Before finalising your business name, work through these essential criteria to ensure your choice meets all legal requirements and business goals.

• Check availability: confirm the name isn't already registered or protected as a trade mark. When comparing names, regulators note "we consider pronunciation," so names that sound identical are usually unavailable
• 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. A name can be rejected if it suggests an association that doesn't exist with protected figures or institutions
• 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: verify 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

Your naming approach shapes how customers perceive and find your business. Consider these two main approaches and their trade-offs:

Descriptive names (like Rose Creations):

• Benefit: improve search engine visibility
• Risk: may limit future business expansion

Evocative names (like A rose by any other name):

• Benefit: create emotional connection with customers
• Risk:require more marketing to explain what you do

Your choice depends on your target market preferences, marketing budget, and long-term expansion plans.

Business name brainstorming

A structured brainstorming session helps you generate creative name options that align with your brand vision. Preparation helps you make the most of your brainstorming session.

Follow these steps to get ready:

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

Defining your business foundation gives you raw material for name ideas. For inspiration, explore how to find the best business ideas.

Consider these elements:

• Origin story: the reason you started and what drives your mission
• Unique value: the qualities that set you apart from competitors
• Core values: the principles that guide your business decisions
• Target customers: the demographics and characteristics of your ideal clients
• Desired perception: the way you want customers to view your brand
• Industry positioning: the language you use to describe your work and market position

Write down cultural touchpoints that could inspire your name. These references can add meaning and memorability to your business identity:

• Cultural references: song, movie, or book titles, stories, myths, or other ideas that relate to your business or identity
• Personal favourites: family names, friend names, or pet names you like
• Admired brands: other business names or brand names that appeal to you

Using these notes, let your imagination run free. Try these techniques to generate creative name options:

• Explore synonyms: use a thesaurus and dictionary to find words that work better
• Try name generators: plug your words into AI-powered tools like Wix, Shopify, or Looka
• Research keywords: use SEO tools like Google Keyword Planner, Ahrefs, Moz Keyword Explorer, Twinword, or Semrush

FAQs on business names

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

Do I need to register my business name?

If you're a sole trader trading under your own name, you don't need to register. However, if you trade under any other name, you must register it on the business names register. Companies and other business structures have different registration requirements depending on your location.

How long does it take to register a business name?

Registration is typically instant once you submit your application and payment. However, processing times can vary depending on your location and whether your application requires additional review.

Can I change my business name later?

Yes, you can change your business name. You'll need to update your registration with the relevant authorities, notify your customers and suppliers, and update all your marketing materials, legal documents, and online presence.

What if my preferred business name is already taken?

If your preferred name is unavailable, you'll need to choose an alternative. Consider variations of your original idea, different word combinations, or alternative creative approaches that still align with your brand vision.

How much does it cost to register a business name?

Registration fees vary by location and business structure. In Australia, business name registration costs approximately $40 for one year or $93 for three years. Check with your local business registry for current fees in your jurisdiction.