Choosing a business name and brand
Your name and brand are often the first thing customers notice. A good name is easy to say, spell and remember, and it's one you're free to use. This guide covers how to come up with a name, the checks to do before you commit, and how to build a simple, consistent brand, including how AI tools can help.
In short
- Choose a name that's easy to say, spell and remember, and that won't box you in as you grow.
- Check the ASIC business names register, trade marks and domain names before you commit.
- A registered business name doesn't give you exclusive rights. A registered trade mark does.
- A simple brand - logo, colours, fonts and a clear message - used consistently beats an expensive one used badly.
- AI tools can help brainstorm names and logo ideas, but you still need to check availability and trade marks.
What makes a good name
- Easy to say, spell and remember. Test it by saying it over the phone.
- Hints at what you do or the feeling you want, without being too literal.
- Room to grow. “Bondi iPhone Repairs” is limiting if you later fix laptops in Parramatta.
- Distinctive. Generic names like “Quality Plumbing” are hard to stand out with and hard to protect.
- Works online: a matching domain and social media handles are available.
- Nothing awkward: check what it means in other languages and how it looks as a web address.
Brainstorm
- Write down words about what you do, who you serve, where, and how you want customers to feel.
- Mix and combine: real words, made-up words, your own name, place names, metaphors.
- Shortlist five, then test them with potential customers, not just friends.
- Check the domain names for each name on your shortlist. Is the .com.au or .au version available? A quick search with any domain registrar will tell you. A name without a matching domain is much harder to use online.
- Sleep on it before you register anything.
Check it’s free to use
Do these checks before you pay for a logo, signage or a website.
- Business names register: search ASIC’s register. business.gov.au says you can’t register a business name that someone else has registered as a business name or trade mark.
- Trade marks: IP Australia offers TM Checker and Australian Trade Mark Search. A similar trade mark for the same or similar goods or services could stop your application or lead to infringement.
- Domain names: is the .com.au or .au available? See Domain names and web hosting.
- Social media handles on the platforms you’ll use.
- A web search for businesses already using the name, especially in your industry.
Business name or trade mark?
| Business name | Trade mark | |
|---|---|---|
| What it is | The name you trade under | Your registered brand: a word, logo, phrase and more |
| Who registers | ASIC | IP Australia |
| Required? | Yes, if you trade under a name that isn’t your own | No, but it gives you legal protection |
| Exclusive rights? | No | Yes, for the goods and services it covers |
business.gov.au explains that registering a business name doesn’t stop someone who has registered the name as a trade mark from using it. A trade mark gives you exclusive use throughout Australia, initially for 10 years.
To register your business name, see Registering a business.
Build a simple brand
Your brand is how customers recognise you and what they expect from you. For a small business, the basics are:
- Logo: simple, readable at small sizes and in one colour.
- Colours: two or three main colours.
- Fonts: one for headings, one for text.
- Message: one sentence on who you help and how. For example, “Fast, friendly bookkeeping for tradies in Geelong.”
- Voice: how you sound, for example friendly and plain-spoken, or calm and expert.
- Photos: real photos of your work, team and customers where you can.
Write it on one page, a simple brand guide, and use it everywhere: website, signage, vehicles, uniforms, invoices, social media and email.
Consistency matters more than budget. A simple brand used the same way every time looks more professional than an expensive one used inconsistently.
Logos: options
| Option | Good for | Things to know |
|---|---|---|
| Do it yourself with a design app | Tight budgets, early testing | Keep it simple |
| AI design tools | Quick ideas and variations | Check usage rights and originality |
| Freelance designer | A professional result at moderate cost | Agree you’ll own the final files and rights |
| Branding agency | A full brand and strategy | Higher cost |
Whoever designs it, get the final files in several formats (including vector files), and make sure you own the copyright. See Outsourcing and working with freelancers.
Common questions
How do I check if a business name is available in Australia?
Search the ASIC business names register to see if the name is taken, and use IP Australia’s TM Checker or Australian Trade Mark Search to check for trade marks. business.gov.au says you can’t register a business name that someone else has registered as a business name or trade mark. Check domain names and social media handles too.
Does registering a business name protect it?
No. business.gov.au says registering a business name doesn’t give you exclusive rights to use it. If you want exclusive rights to your name across Australia, you need a registered trade mark.
Do I need to register a business name?
You must register a business name if you trade under a name that isn’t your own. A sole trader trading under their own name, such as Jane Smith, doesn’t need to. Business names are registered nationally with ASIC.
Can I use AI to design a logo?
Yes, AI image and design tools can help you explore logo ideas quickly. Check the tool’s terms on commercial use and ownership, make sure the result doesn’t copy someone else’s logo, and check trade marks before you use it. A designer can refine the final version.