Starting a Business?
Here's What to Do Before You Fall in Love with a Name
Choosing a business name is one of the most exciting parts of starting a business.
It's often the first thing people see, hear and remember about your brand. A great business name can help create recognition, communicate personality and make a lasting impression.
But before you start designing logos, creating social media accounts or printing business cards, there are a few important checks to make.
Think of this as laying the foundations before you start building.
Step 1: Brainstorm Names with Purpose
Your business name doesn't need to tell people everything you do.
Instead, focus on choosing a name that:
Feels aligned with your business vision
Appeals to your ideal audience
Is easy to pronounce and remember
Has room to grow with your business
Try not to choose a name based solely on what sounds trendy right now. The goal is to select something that will still feel relevant and professional years down the track.
Step 2: Create a Simple Business Plan
Before registering your business name or building your brand, take some time to map out the basics of your business.
Don't worry — this doesn't need to be a 50-page document.
A simple one-page business plan can help you gain clarity around:
What your business offers
Who your ideal customers are
What makes your business different
How you plan to attract customers
Your goals for the next 12 months
Your pricing and revenue streams
Many people jump straight into designing logos and creating social media accounts, only to realise later that they haven't clearly defined what they're building or who they're building it for.
Think of your business plan as the blueprint before construction begins.
The clearer your direction, the easier it will be to make decisions about your branding, marketing, services and future growth.
Remember, your plan doesn't need to be perfect. It simply needs to give you a starting point and something to build upon as your business evolves.
Step 3: Check if the Business Name is Available
Before becoming attached to a name, check whether it's already being used.
Search:
Google
Social media platforms
Business directories
The Australian Business Register
You may discover that your perfect name is already being used by another business, or that a very similar name exists within your industry.
The more unique your name, the easier it will be for customers to find and remember you.
Step 4: Register Your Business Name
Once you've found a name that is available, you'll need to register it.
In Australia, business names are registered through ASIC Connect.
To register a business name, you'll first need:
An ABN (Australian Business Number)
Your business details
Your chosen registration period
Registering a business name helps ensure you have the right to trade under that name, but it doesn't automatically give you ownership of social media handles or website domains.
Step 5: Secure Your Domain Name Immediately
One of the biggest mistakes new business owners make is waiting too long to purchase their domain name.
Even if your website is months away, securing your domain early can prevent someone else from purchasing it first.
Ideally, your domain should closely match your business name.
For example:
Business Name:
Build Your Brand
Preferred Domain:
buildyourbrand.au
The closer these match, the easier it is for customers to find and trust your business online.
Step 6: Check Your Social Media Handles
Before finalising your name, check whether your preferred username is available across the platforms you plan to use.
This might include:
Instagram
Facebook
LinkedIn
TikTok
Pinterest
YouTube
Consistency is important.
If your business name is "Build Your Brand", try to secure variations such as:
@buildyourbrand
@buildyourbrand.au
Using the same handle across platforms makes your business easier to find and creates a more professional brand experience.
Step 7: Think Long-Term
Before making your final decision, ask yourself:
Will this name still suit my business in five years?
Does it limit future growth?
Is it easy to spell?
Is it easy to say out loud?
Would I be proud to introduce myself using this name?
Your business name is often one of the first investments you make in your brand.
Take the time to get it right.
Build Before You Brand
Choosing a business name isn't just a creative exercise—it's one of the first strategic decisions you'll make as a business owner.
By creating a simple business plan, checking name availability, registering your business name, securing your domain and locking in consistent social media handles, you're creating a strong foundation for everything that comes next.
Because the best brands aren't built by accident.
They start with a plan, a clear direction, and a willingness to take the first step.
Tip: Before announcing your business name, make sure you've secured the business registration, domain name and social media handles. It's much easier to build a brand when all the pieces fit together from the beginning.
A Friendly Note
This guide has been created from our experience as business owners and branding professionals. It is intended for educational purposes only and should not be considered legal, financial or business advice.
We encourage you to seek guidance from qualified professionals, including your Accountant, Business Advisor or Legal Representative, when making decisions about your business structure, registrations, finances or compliance obligations.
Use this guide as a blueprint to help shape your thinking and build confidence as you begin your business journey.
