How To Come Up With a Business Name

February 20, 2024
minutes to read
Michael Nuciforo
Table of Contents

If you're venturing into the world of business ownership in Australia, one of your first and most critical tasks is to choose the perfect name for your venture. Your business name is more than just a set of words; it's the foundation of your brand and the key to making a memorable first impression. Whether you're an AI-powered startup like Thriday or a traditional brick-and-mortar business, the principles are the same. In this blog, I'll walk you through the entire process of selecting, registering, and protecting your business name in Australia. We'll cover everything from the importance of a business name to techniques for brainstorming, registering, trademarking, securing a domain, creating a logo, and maintaining brand consistency.

The Importance of a Business Name

Your business name isn't just a label; it's the soul of your brand. It's the first impression you make on potential customers and can leave a lasting impact. Here's why your business name matters:

  1. First Impressions Matter: Your business name is often the first thing people will hear or see. A well-chosen name can leave a positive and lasting impression, while a poorly thought-out one can deter potential customers.
  2. Brand Recognition: A good business name is the foundation of brand recognition. It's how customers will remember you and distinguish you from your competitors.
  3. Legal and Professional Considerations: The right business name conveys professionalism, trustworthiness, and credibility. It reflects your business's values and mission.

How to Register a Business Name

In Australia, if you plan to operate your business under a name other than yours, you must register it. Here's a step-by-step guide for novice business owners:

  1. Choose a Unique Name: Your business name must be unique and not infringe on any existing trademarks or business names. You can search the Australian Business Register (ABR) to ensure your desired name is available.
  2. Obtain an ABN or ACN: You'll need an Australian Business Number (ABN) or Australian Company Number (ACN) to register a business name. You can apply for it through the Australian Government website if you still need one.
  3. Register Online: The most convenient way to register your business name is through the Australian Securities and Investments Commission (ASIC) website. The process is straightforward, and the cost is relatively low.
  4. Renewal: Remember to mark the renewal dates for your business name registration. Registrations need to be renewed every one or three years, depending on your preference.

Techniques for Coming Up with a Business Name

Now that you understand the significance of a business name and how to register it, let's explore techniques for creating a unique and catchy name:

  1. Brainstorm: Gather a group of creative minds or embark on a solo brainstorming session. List words, phrases, and concepts that reflect your business's core values and mission.
  2. Thematic Names: Consider names that relate to your industry or niche. This helps potential customers understand what your business is about.
  3. Acronyms and Abbreviations: Sometimes, using the first letter of each word in your mission statement or a catchy phrase can result in a memorable acronym.
  4. Combination Names: Merge two relevant words or concepts to form a unique name. This can lead to a distinct and appealing moniker.
  5. Get Feedback: Once you have a shortlist of potential names, seek feedback from friends, family, or business associates. They might provide valuable insights or spot potential issues.

If you need any help coming up with a great business name, take the Thriday business name quiz.

Trademarking Your Business Name

Trademarking your business name adds an extra layer of protection for your brand. It grants you exclusive rights to use the name for your products or services. Here's how to go about it:

  1. Search Existing Trademarks: Search the IP Australia website to ensure your chosen name still needs to be trademarked.
  2. File an Application: You can file a trademark application online through the IP Australia website. Provide a clear and concise description of your business's goods or services.
  3. Pay the Fee: There's a fee associated with trademark registration, so be sure to pay it promptly to secure your trademark.

Applying for a trade mark can often be a confusing and complicated process! If you'd like to apply yourself, you can contact IP Australia directly. But you need help from a lawyer anywhere along the process. In that case, whether it's figuring out which class to register in or having them apply for you – you can contact Sprintlaw to speak with their online team of lawyers.

Buying Your Business Domain

In the digital age, having a strong online presence is crucial. Securing a domain name that matches your business name is an essential step:

  1. Check Domain Availability: Use domain registration websites to check if your chosen domain name is available. Choosing a domain name that closely matches your business name to maintain consistency is a good idea.
  2. Select a Reputable Domain Registrar: Choose a domain registrar with a strong reputation for reliability and customer service.
  3. Multiple Extensions: Consider registering your domain with various extensions (e.g.,, .net, .org) to protect your brand from potential cybersquatters.

Creating a Logo and Branding

Your business name is the cornerstone of your brand, but it's not the only piece of the puzzle. A well-designed logo and consistent branding are equally important:

  1. Professional Logo Design: Invest in a professional logo designer to create a visually appealing and memorable logo representing your business.
  2. Consistency is Key: Ensure your business name, logo, colour scheme, and branding materials are consistent across all platforms, from your website to social media profiles.
  3. Memorability: Your branding should reflect your business's values and mission. This helps customers associate your brand with a positive experience.

Making Your Brand Consistent

Consistency is the key to creating a solid and memorable brand. Here are a few tips for maintaining brand consistency:

  1. Create Brand Guidelines: Develop guidelines that outline how your business name, logo, and branding elements should be used.
  2. Train Your Team: Ensure your team understands and adheres to your brand guidelines. Consistency in customer interactions is just as crucial as visual consistency.
  3. Regularly Review and Update: Periodically review your brand and adjust as necessary to stay relevant and competitive.

Key Takeaways

Choosing, registering, and protecting your business name in Australia is a pivotal step on your entrepreneurial journey. Your business name is your first impression, and you want it to be lasting. Following the steps outlined in this guide, you can select a unique name, register it, protect it through trademarking, secure a matching domain, create a compelling logo, and maintain brand consistency. With these elements in place, you'll be well on your way to success, whether you're an AI-powered startup like Thriday or any other business venture.

"Your brand is what other people say about you when you're not in the room." – Jeff Bezos.

DISCLAIMER: Team Thrive Pty Ltd ABN 15 637 676 496 (Thriday) is an authorised representative (No.1297601) of Regional Australia Bank ABN 21 087 650 360 AFSL 241167 (Regional Australia Bank). Regional Australia Bank is the issuer of the transaction account and debit card available through Thriday. Any information provided by Thriday is general in nature and does not take into account your personal situation. You should consider whether Thriday is appropriate for you. Team Thrive No 2 Pty Ltd ABN 26 677 263 606 (Thriday Accounting) is a Registered Tax Agent (No.26262416).

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