How to come up with a business name

Published Monday 26 October 2026

Table of contents

• What is a business name?
• Common types of business name
• How to come up with a good business name
• Set your new business up for success with Xero
• FAQs on business names

Key takeaways

• Choose a business name that's memorable, simple to spell and pronounce, and flexible enough to grow with your business.
• Check a PT name on AHU Online, test any name against trade marks and domains, then get your business number through Online Single Submission (OSS).
• Decide between a descriptive name, which can help customers find you through search, and an evocative name, which builds connection but needs more marketing.
• Run a structured brainstorming session with AI name generators and keyword research tools to explore plenty of options before you choose.

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 affects how easily customers can find and remember you, making it one of your most important branding decisions.

In Indonesia, a PT (Perseroan Terbatas) reserves its name with the Ministry of Law through AHU Online. Every business also gets a business identification number (Nomor Induk Berusaha, NIB) through the Online Single Submission (OSS) system.

Common types of business name

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

• Official documents: invoices, receipts, contracts, and government forms
• Marketing materials: website, social media, packaging, and signage
• Legal registration: format depends on your business structure
• Regulatory compliance: registration requirements vary by location

If you're a sole proprietor (usaha perseorangan), you'll need an NIB from OSS. Government Regulation 28 of 2025 (PP 28/2025) requires every business owner, including individuals, to hold one. For example, Budi Santoso, a rose grower in Bandung, would register through OSS and check name requirements there before trading under his own name.

If you set up a PT, its name must start with “PT”. A PT name can only be used after the Minister of Law approves it. You apply through AHU Online, usually via your notary, before the company is established.

Businesses with turnover of more than Rp4.8 billion in a financial year must register as taxable entrepreneurs (Pengusaha Kena Pajak, PKP) and charge value added tax (VAT, or PPN).

Your business form may appear as a prefix in your name: PT, PT Perorangan (an individual PT for micro and small businesses), CV (Commanditaire Vennootschap, a limited partnership), or Firma. For example, Budi's business could be PT Mawar Sejahtera Abadi or CV Mawar Sejahtera.

You can also trade under a different name. For instance, Budi could register PT Mawar Sejahtera Abadi for administrative purposes and trade as Sweet Roses.

Common naming approaches include:

• Descriptive names: Budi's Rose Garden
• Location-based names: Budi's Bandung Roses
• Creative names: SweetScents of Bandung (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 make sure your choice meets all legal requirements and business goals.

• Check availability: search AHU Online and trade mark records; a PT name must not be the same as, or substantially similar to, another PT's name
• Assess industry fit: avoid names too similar to competitors in your field
• Match business structure: start with the right prefix, such as PT or CV
• Meet legal requirements: use Latin letters, avoid copying or closely mimicking another PT's name, and get permission before resembling a state, government, or international institution
• 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, these can help customers find you in search but may limit future business expansion
• Evocative names: like A rose by any other name, these create emotional connection with customers but 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, colours, 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, pet names, or place 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 search engine optimisation (SEO) tools like Google Keyword Planner, Ahrefs, Moz Keyword Explorer, Twinword, or Semrush

Set your new business up for success with Xero

A memorable name that's ready for AHU Online and OSS gives your business a confident start. With your name settled, Xero brings invoicing and cash flow reporting into one place, so you spend less time on admin and more time growing.

Get one month free and set up your books alongside your new business name.

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?

Yes. Every business needs an NIB from OSS, and if you're setting up a PT, you'll also reserve its name on AHU Online before your notary prepares the deed of establishment.

How long does it take to register a business name?

Name checks on AHU Online and NIB issuance through OSS happen online, but timing varies. Allow some extra time before your planned launch in case either step takes longer than expected.

Can I change my business name later?

Yes, you can change your business name later by updating your registration. You'll then need to notify customers and suppliers, and update your marketing materials, legal documents, and online presence.

What if my preferred business name is already taken?

Choose an alternative by adding a location or a descriptive word to your original idea. For a PT, run each new option through AHU Online, since the name must be distinct from existing PT names.

How much does it cost to register a business name?

Reserving a PT name on AHU Online involves paying a non-tax state revenue (PNBP) fee, while NIB registration through OSS is free. Fees can change, so check AHU Online for the current amount before you apply.