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You've made the decision to go into business for yourself. The
first obstacle you will run into is choosing a good business
name! There are choices to be made and there is no single,
correct solution. A business name is an individual decision and
one that you should spend some time on. The name should be easy
to spell and be associated with a product or service. How do I
choose a business name? Related pages Register your business name Register your trade mark. Choosing the right name will help ensure you’re creating the right image for your business. It'll also help to distinguish it from your competitors. Before deciding on your name you should familiarise yourself with the different registration requirements. A business name is the name under which your business trades and it needs to be registered in every state where trading takes place. A company name must be registered with the Australian Securities & Investments Commission (ASIC). But if you want your company to trade under a different name, then you’re also required to register the trading name as a business name. Be aware that registration of a business, company or domain name does not in itself give you any proprietary rights - only a trade mark can give you that kind of protection. Ensure you have exclusive use of your name now and in the future throughout Australia by registering your business name as a trade mark . |
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| Using personal names | |
| Descriptive business names | |
| Combined business names | |
| Brandable business names | |
| Search for business names (Australia) | |
| Domain names | |
| Summary | |
| Using personal names | |
| Naming your business after yourself is relatively easy to do. Some say it adds credibility to your business. It could be your full name, first name or surname. Using all or some of your initials is also fairly common. The business may be a partnership of two or more people, which provides more possibilities. | |
| Examples of companies named after people: | |
| LL Bean | |
| McDonalds | |
| RM Williams | |
| As with brandable business names, a problem with using a person's name is that it is not immediately apparent what products and services your company offers. | |
| Descriptive business names | |
| Generic, descriptive names make it easy for potential customers to work out what product or service your business provides. | |
| Examples of descriptive business names: | |
| International Business Machines (IBM) | |
| British Airways | |
| Kentucky Fried Chicken (now KFC) | |
| Descriptive names run a slight risk of not being able to 'stand out from the crowd', although the examples above didn't seem to have any trouble in making their mark! | |
| Combined business names | |
| A combination of descriptive terms and personal names is also fairly common (we used this approach). It allows you to add a personal touch but also to include your products or services in your business name. | |
| Examples of combined business names: | |
| Ford Motor Company (Henry Ford) | |
| Dell Computers (Michael Dell) | |
| Dunlop Tires (John Dunlop) | |
| Brandable business names | |
| Any company name can become a brand; simple, 'nonsense' words are probably the easiest to brand though, especially if they are easy to remember. | |
| Examples of brandable business names: | |
| Amazon | |
| Microsoft | |
| Brandable names have popular appeal—would Google have enjoyed the same rise to popularity if it was called 'The Search Engine Company'? The biggest problem with 'nonsense' names like these is educating your potential customer as to what services you actually provide. Remember that building a brand takes time and usually requires significant resources (i.e. money). | |
| Search business names on the ASIC web site (Australia): | |
| Use the form below to search for a business name on the A.S.I.C. web site: | |
| Domain names | |
| It is wise to check the available domain names before choosing a business name. Good domain names are harder and harder to find, so it pays to make sure the domain name you want is available before choosing your business name. Choosing a domain name is an important part of setting up your business, so take some time to research it and select wisely. | |
| Summary | |
| Be careful using a specific location in your business name. If you move across town or across the country your name may become a problem. The same applies to the products or services you provide—there is a chance these may change in the future, so try not to be too specific what you include in your business name. | |
| As part of the naming process, try searching Google for your potential business name (put it inside double quote marks when searching). See if there are any other businesses with the same name, particularly in the same country or local area. | |
| There are many options for your business name. Brainstorm potential names by writing out a list of all the possible choices. Eventually, the right name for your business will become obvious. Register the name with your local or national business authorities and you are on your way! | |
| What to do... | |
| See our topics on how to register a business name and how to register a company. | |
| Read about registering a business name as a trade mark with IP Australia. | |
| Search IP Australia's trade marks databases to ensure your proposed business name isn't already being used as a trade mark. | |
| Tips for finding the perfect business name | |
| Robert Gerrish | |
| The name you give your business can be extremely important; not just at the outset of a new enterprise, but as the business develops or diversifies. | |
| Often the first impression of your business is made from its name; it’s a key ingredient of your identity and image. Cumbersome, self-serving, lengthy, or confusing names can impact on the success of your business by repelling your customers. | |
| Finding a name that really fits your business can be difficult and time-consuming. In the process of developing business names certain actions make the exercise much more likely to succeed. | |
| 1. Clarify your offerings | |
| There's nothing worse than coming up with a name that two years into business no longer suits or reflects what you do. Get straight exactly what your business offers and how it's likely to develop. Write a very brief statement (30 words max.) and keep it in front of you; refer to it regularly throughout the naming process. | |
| 2. Keep it brief | |
| You only have to follow the actions of the multinationals to see that many very expensive name changes are driven by a desire to shorten the length of a name. | |
| Dropping descriptors can be enormously helpful, as many are unwieldy and unnecessary. If you want to explain what you do, fine, just don’t make it part of the name. | |
| Imagine you are the switchboard operator for a fictitious company - Paradise Removals, Deliveries and Storage Ltd. - consider which of these is easier to say and likely to be more memorable by the consumer: | |
| “Hello, this is Paradise Removals, Deliveries and Storage, how may I help you?” | |
| Or | |
| “Hello, welcome to Paradise, how may I help you?” | |
| A short name may have less communication content, but it has more communication impact since it will be easier to say and easier to remember. Consumers tend to shorten long company names anyway, so why not provide the shorter version in the first place? | |
| 3. Always consider the context | |
| Where your name will be most commonly applied, seen and heard is another key consideration in the naming process and this can impact on the visual ‘stand out’ required. | |
| The name may need to be on signs, vehicle livery and packaging in addition to the ‘normal’ communication materials of letterheads, compliment slips and business cards. | |
| Clearly names have a big presence online and will therefore need to exist as a domain name. | |
| An important consideration here is that multiple words are joined without a letter space, potentially causing names to appear clumsy and unpronounceable. | |
| 4. Be cautious when referring to a geographic location in your name. | |
| Using a name with a specific geographic location can be unnecessarily restricting, particularly as your business grows. Unless a geographic marker is essential to your business it’s probably best avoided. | |
| If you’re planning to trade internationally via the Internet, think globally from day one. | |
| 5. Don't die in a ditch trying to be totally original | |
| If you're after a name that absolutely no one else has you may be searching unnecessarily for a long time. Concentrate on getting a name that's right and then look at how to make it your own. | |
| Clever design and the use of colour can add your personality to a name. The addition of phrases or sub-titles can make accessible a name already in use by a non-related business. 'Whizzo' may not be available but 'Whizzo International' possibly is and clever typography can position 'International' as a secondary, almost invisible heading. | |
| 7. Keep your customers in mind | |
| Finally, avoid clever names that people can't pronounce or spell. There are few business irritants worse than making your customers (or your receptionist) squirm every time they grapple with the name. | |