How to Register a Business Name in Australia: A Founder's Guide

Registering a business name in Australia is one of those tasks that sounds bureaucratic but is actually one of the simplest things you'll do as a founder. The entire process can be completed online in under an hour, costs less than a decent lunch, and gives you a nationally recognised trading name. The real work isn't the registration itself -- it's the strategic thinking that should happen before you click "Submit."

This guide covers the complete process from initial name research through to registration, plus the critical steps most guides don't mention -- like why your business name registration doesn't protect your brand and what to do about it.

Who Needs to Register a Business Name?

Not everyone does. Here's the rule: if you're trading under a name that isn't your own personal name, you need to register it with ASIC.

You need to register if:

• You're a sole trader operating under a trading name (e.g., "Bright Spark Electrical" instead of "John Smith")
• You're a partnership trading under a name that isn't the full names of all partners
• Your company wants to trade under a name other than its registered company name

You don't need to register if:

• You're a sole trader using your full personal name (e.g., "Sarah Chen")
• Your company is trading under its exact registered company name

Step 1: Research and Name Selection

This is where the real work happens. Choosing the right business name is a strategic decision that affects your branding, your online discoverability, and your legal position for years to come.

Check the ASIC Register

Start at ASIC's Business Names Register (connectonline.asic.gov.au). Search for your proposed name and any close variations. ASIC will reject names that are identical or "nearly identical" to existing registrations.

"Nearly identical" is broader than you might think. Variations like:

• Adding or removing "The"
• Pluralising (e.g., "Design" vs "Designs")
• Minor spelling changes
• Adding a geographic suffix (e.g., "Bright Spark" vs "Bright Spark Sydney")

... may all be rejected as too similar.

Check Domain Availability

Search for availability of:

• yourbusiness.com.au (the Australian standard)
• yourbusiness.com (if you plan to operate internationally)
• yourbusiness.au (the newer Australian extension)

Check the Trademark Register

Search IP Australia's Trade Marks Database (search.ipaustralia.gov.au) for your proposed name. A registered trademark in your industry class outranks a business name registration. If someone holds the trademark, you could be forced to rebrand regardless of your ASIC registration.

Step 2: Get Your ABN

You need an Australian Business Number before you can register a business name. If you don't have one, apply at abr.gov.au. The application is free and typically processed instantly for Australian residents.

You'll need:

• Your Tax File Number
• Your identity details (date of birth, residential address)
• A description of your business activity
• Your expected start date

Step 3: Register Through ASIC Connect

With your ABN in hand and your name research complete, the registration itself is straightforward.

Step 4: Post-Registration Essentials

Registration is the starting point, not the finish line. Several critical steps follow.

Display Requirements

Australian law requires you to display your registered business name and ABN on:

• All public documents (invoices, quotes, contracts, receipts, purchase orders)
• Your website (typically in the footer)
• Your principal place of business (a sign or notice)

Set Up Your Digital Foundation

The moment your business name is confirmed, secure your digital presence:

1. **Register your domain** -- Get yourbusiness.com.au before someone else does
2. **Set up professional email** -- you@yourbusiness.com.au via Google Workspace ($7.20/month) or Microsoft 365
3. **Claim your Google Business Profile** -- Free, essential for local SEO
4. **Reserve social media handles** -- Even if you won't use them immediately, secure the usernames

Consider Trademark Registration

This is the single most important distinction in Australian business naming, and it's the one most founders get wrong.

A business name registration gives you the right to trade. A trademark gives you the right to own. They are not the same thing, and confusing them can cost you your brand.

Your ASIC business name registration:

• Lets you legally trade under that name
• Is listed on a public register
• Does **not** give you exclusive rights to the name
• Does **not** prevent someone else from trademarking it

A trademark registration (through IP Australia):

• Gives you enforceable, exclusive rights in your industry class
• Protects you nationally (and can be extended internationally)
• Costs from $250 per class
• Takes 7-8 months to process

If you're building a brand you intend to scale, apply for a trademark early. It's a fraction of the cost of rebranding later.

Common Mistakes and How to Avoid Them

Mistake 1: Registering Before Checking Trademarks

An ASIC registration won't protect you if someone holds a trademark for your name. Check IP Australia's database first. This mistake costs founders thousands in rebranding every year.

Mistake 2: Ignoring the Domain

Your business name and domain name should be the same. If the .com.au is taken, seriously consider choosing a different business name. A mismatched name and domain creates confusion and weakens your brand.

Mistake 3: Choosing One-Year Registration

The three-year option costs $92 (about $30.67/year) versus $39/year for annual registration. More importantly, a one-year registration means you're relying on remembering (or receiving) the renewal notice. If your registration lapses, someone else can register your name.

Mistake 4: Not Reading the Renewal Emails

ASIC sends renewal reminders to the email address on file. If that email changes, or the reminders hit spam, you might miss renewal and lose your name. Set a calendar reminder.

Mistake 5: Assuming National Registration Means National Protection

Registration prevents others from registering an identical name with ASIC. It does not prevent someone from:

• Trademarking the name
• Using a confusingly similar name as a company name
• Operating informally under a similar name in a different industry

State and Territory Differences

While business name registration is national, some operational requirements vary by state:

Costs Summary

Key Takeaways

The $39 you spend on registration is the cheapest part of naming your business. The real investment is the thinking that ensures the name you register is the one you'll still want in five years.

The registration process is simple by design. ASIC has done a good job of streamlining what used to be a state-by-state bureaucratic maze into a single online form. The challenge for founders isn't the form -- it's making sure the name you register is one that works as a brand, a domain, and a legal entity for years to come.