Choosing a business name is one of the first and most important steps when starting a business in Australia. The name you pick will shape how people see your brand. Before you commit, use a business name checker to make sure the name is available and legal to use. This guide shows you how to search for, register and protect your business name.[ez-toc]
A business name checker helps you see if the name you want is already taken or too close to an existing business. This tool lets you test your business name idea early, minimise the risk of legal issues and find out if your name is available to register.
Before you register a business name, you should run it through a business name checker. This tool helps you minimise the risk of legal trouble by ensuring you don't accidentally use the same business name as an existing business.
A business name checker helps you find out if the name you want is already in use. It checks for names that are the same or too similar to your proposed name. Some business name checker tools also show if your name may include restricted words or break other rules.A business name checker does not give you exclusive rights to your business, it only shows if the name is available to register. If you want exclusive rights to your business name, you need to apply for a registered trade mark.You can use the business name checker online through the Australian Securities and Investments Commission (ASIC) website. This search lets you view existing names and run a test before making an application.
If you skip this step, you may face serious problems:
Example: Emma runs a handmade gift store on Etsy. She picked a name, printed labels and built a website. Later, she found out the name already belonged to an existing business. She had to rebrand, buy a new domain and update every product tag. A quick search would have saved her time and money.
Do a full check before you commit. You can access ASIC Connect to conduct your business name availability search. Then store your results, ABN and key business documents with Business Kitz in one secure place.
Choosing a strong business name is one of the most important steps when starting a new business. The right name helps people remember you and understand what you do. It also helps you stand out from others in your industry.
The best business names are:
Your business name should make a strong first impression. It should also be easy for customers to search and share.
Some names can cause confusion or harm your brand. Avoid:
Always check if the name is available to register and doesn’t match a registered trade mark. This helps avoid legal issues later.
Good nameWhy it worksMichael’s Mobile PhysioClear, personal and service-specificBright BakesMemorable and matches product typeEcoFix PlumbingDescriptive and easy to recallBad nameWhy it failsMedCareeHard to spell and easy to mistypeGreat Services Pty LtdToo vague and not industry-specificPhysio Now 24/7Sounds generic and lacks personality
Michael runs a mobile physio business in Brisbane. At first, he wanted a fancy Latin name. But after testing it with friends, he saw it confused people. He chose “Michael’s Mobile Physio” instead. It’s simple, personal and clearly says what he does. It also helped him rank higher in local online search results.Always choose your business name with care. A clear, strong name helps build trust from day one.
Before you register a business name, you need to check if it’s available. Using a business name checker helps you avoid choosing a name that already exists or one that could cause legal issues.
The Australian Securities and Investments Commission (ASIC) has a free online tool to help you search for name availability. You can find it on the ASIC Connect website.Follow these steps:
If the name already exists or is too close to another registered business name, you may need to try a different word or phrase.
To save time:
StepTool or actionCheck business nameASIC Connect business name checkerCheck trade marksIP Australia trademark databaseTest name variationsASIC Connect search and refresh resultsCheck domain namesDomain registration websitesBefore you apply, make sure your proposed business name passes all checks. This helps protect your brand and keeps your setup process smooth.
Once you have used a business name checker and confirmed that your business name is available, the next step is to register it. You need to register your business name to trade legally in Australia. You must also link it to your Australian Business Number (ABN).
There are two ways to register:
Both options are valid. The choice depends on whether you already have an ABN.
You can choose to register your business name for 1 or 3 years. Below are the current fees set by ASIC:PeriodCost (AUD)1 year$443 years$102There is no discount for registering multiple names. Each business name requires a separate application and payment.
Make sure you:
This helps keep your business identity clear and minimises the risk of confusion later on.
Business Kitz lets you store your ABN, business name registration details, and key documents in one place. Get started today!
If you trade under a name that is not your own, the Australian government requires you to register it. This rule applies to all business types, including sole traders, partnerships and companies.
You need to register a business name if:
You do not need to register if you trade only under your own personal name (for example, “John Smith” as a sole trader).
Once registered, you must clearly display your business name in places where your customers can see it. This helps build trust and shows that your business is legitimate.You must display your business name on:
Here are some tips stay compliant:
If you are unsure what your legal obligations are, seek legal advice.
Many people think a registered business name gives them full rights to their brand. It doesn’t. A business name and a trademark serve different legal purposes. It’s important to understand the difference so you can protect your brand properly.
When you register a business name, you meet a legal requirement. It allows you to trade under that name. But it does not give you exclusive rights to your business name or brand. Someone else could still register a trademark using a similar name.If you want to stop others from using a name like yours, you must apply for a registered trade mark. This gives you full legal rights to use, protect and take action against copycats.
FeatureBusiness nameTrademarkLegal protectionNo exclusive rightsFull legal protection for brand usePurposeTo identify a trading businessTo protect a name, logo or expressionRegistered withASICIP AustraliaCoversOnly the business nameName, logo, slogan, product or serviceDuration1 or 3 years10 years with renewal option
You can search and apply through the IP Australia website. Before applying, check if the name or logo already exists as a trademark. The application process is simple, but you must include clear details and examples of how you’ll use the mark.If you want exclusive rights to your business, start with a registered trademark.
Sometimes the name you want is already registered or too close to another business name. You can still move forward by changing or adjusting your name while keeping your brand idea strong.
The Australian Securities and Investments Commission (ASIC) may reject your application if your proposed name is too close to an existing business name. Names are considered too similar when:
For example, “Top Tech Repairs” and “Top-Tech Repairz” may count as too similar. You must choose a business name that clearly sets you apart.
If your name is not available, adjust it with a few smart changes and test the adjusted name with a business name checker. Try:
Original ideaVariation that worksGreen CleanGreen Clean Co.Bright BakesBright Bakes MelbourneFast Fix ITFastFix Computer ServicesThe Creative StudioStudio Creative 88A good idea deserves the right name to grow.
Some businesses need more than one business name. This is common when you serve different markets, run sub-brands or trade in more than one region. Registering extra names helps you stay consistent and compliant.
You may need to register more than one business name if:
Each business name must be registered as a separate entry in the business register. You can use ASIC Connect to manage all your names in one place.
If you run more than one brand under your company or ABN, you still need to register each one. This helps avoid confusion, protects your brand and keeps your records up to date.Think of it like this:
A yoga business based in Victoria wanted to expand across Australia. Instead of one name for all, the owner registered:
This helped with local branding, marketing and SEO. Each business name had its own domain and contact details, but all linked back to one business and ABN.If you run multiple names, use Business Kitz to manage them. You can store your registrations and keep each name’s data in one dashboard.
Sometimes you need to make changes to your business name record. You may move to a new address, change owners or rebrand. To stay compliant, you must update your details with ASIC.
Some examples of when you need to update your business name include:
You should cancel your business name if:
You can manage your business name record through ASIC Connect. You must have an ASIC key linked to your name registration.To update your business name:
To cancel your business name:
If you update or cancel a business name, make sure you also update your:
Utilise Business kitz to manage all your name records in one place. Sign up for free today!
You must clearly display your registered name on your website, signage, invoices and all business documents. This builds trust and shows that your business is legitimate and compliant.
Go to the ASIC Connect website and use the business name search tool. Enter your proposed name to see if it already exists or is too similar to another business.
Even if your name is available to register, someone else may own the trademark. This means they may have exclusive rights to it. Always check the IP Australia database before you apply.
You need an ABN, your chosen business name and contact details. ASIC may also ask for your business address and the name of the person or company applying. You must provide accurate data at all steps.
ASIC Connect is the online platform for managing business name registrations in Australia. You can use it to apply, renew, update or cancel your name.
You need to register a business name if you trade under a name that is not your own. This applies to sole traders, partnerships and companies.
Go to ASIC Connect and search for your proposed business name. If it is not already taken, the result will show that the business name is available.
Choose a name that is short, easy to spell and fits your business type. It should reflect what you do and create a strong image. Avoid names that are too close to others.
ASIC may reject names that include restricted words, mislead the public or break legal rules. Names that are offensive or too similar to another business are generally not allowed.
Choosing the right business name takes time, care and the right tools. This guide has shown you how to check if your name is available, register it and keep it compliant.Before you launch, make sure:✔️ Your name is available✔️ Your ABN is linked✔️ Your domain and socials are secured✔️ There’s no trademark conflict✔️ Your name is registered with ASICNeed an easier way to manage it all? Business Kitz lets you store your records and keep your business name documents in one place. It's the smarter way to stay organised and focused on what matters—growing your business. Sign up for free today!Disclaimer: This content is intended to be used for educational and informational purposes only. Business Kitz does not offer legal advice and cannot guarantee the accuracy, reliability, or suitability of its website content for a particular purpose. We encourage you to seek professional advice from a licensed professional and verify statements before relying on them. We are not responsible for any legal actions or decisions made based on the information provided on our website.Unless expressly stated otherwise, all content, materials, text, images, videos and other media on this website and its contents are the property of their respective copyright owners.
