Is the business name appropriate? Consider your customers' cultural expectations and ensure the name is not offensive or problematic. Has the business name already been trademarked?. Will the business name work in the future? Consider if the name will work if you change your goods or services. Is the name easy to say, hear and write or spell? This will help make sure people can find you through internet searches when, for example, they hear radio or podcast ads you run. 
Does the business name suit your brand?. Is the business name available? You can check if a name is available at the Australian Securities and Investment Commission (ASIC). Use this checklist to help you choose the right business name for your business: This helps you avoid wasting time, effort and money having to change the name in the future. Spend time researching business names before you start your business. Choosing the right name can help you build brand awareness and customers will quickly come to associate your business name with your brand. If Sam Whitlock has a company registered as 'The Event Co Pty Ltd' but wanted to trade as 'Events are Us', they would need to register a business name associated with the company structureĪn effective business name should communicate what your business does and be catchy and memorable. Having a company (Pty Ltd) and operating your business under a different name If Sam Whitlock has a company called 'Event Co Pty Ltd' and intends to also trade under this name, there is no need to register a separate business name Having a company (Pty Ltd) that is operating under the registered name If Sam Whitlock operated a business called 'The Event People - We Cater Events', they would need to register their business name 
Using a combination of words and phrases as your business name If Sam Whitlock has a business called 'Sam Whitlock Catering', they would need to register the business name Operating your business under personal legal name plus other words If Sam Whitlock and Alex Zhao were operating a business called 'Sam Whitlock and Alex Zhao', they would not need to register their business name Operating a business partnership under the names of the partners
If Sam Whitlock was operating a business and called it 'Sam Whitlock', they would not need to register a business name Operating your business as a sole trader under your personal legal name See the table below for scenarios of when you might want or need to register a business name. Sometimes, you do not need to officially register a business name.īefore you choose a name for your business, you should find out if it must be registered. In Australia, there are certain circumstances when you will need to register your business name.
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