How to use a business name checker to secure your business name and check business name availability

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 quick guide to a business name checker

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.

Why using a business name checker matters before you get started

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.

What a business name checker does

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.

The risks of skipping the check

If you skip this step, you may face serious problems:

• Trademark disputes: Someone else may already have rights to your business name.
• Forced rebranding: You may have to change your name and lose your brand recognition.
• Wasted costs: You could lose money spent on branding, products or services.

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.

Business Kitz tip

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.

What makes a good name for your business

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.

Traits of a strong business name

The best business names are:

• Easy to spell and say.
• Short and clear.
• Relevant to your business or industry.
• Memorable.
• Unique.

Your business name should make a strong first impression. It should also be easy for customers to search and share.

Mistakes to avoid

Some names can cause confusion or harm your brand. Avoid:

• Names that are too close to an existing business.
• Words that have negative meanings in other cultures.
• Hard-to-pronounce or hard-to-spell names.
• Trendy expressions that may not last.
• Generic terms with no connection to your products or services.

Always check if the name is available to register and doesn’t match a registered trade mark. This helps avoid legal issues later.

Good and bad business name examples

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 the Physio’s naming journey

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.

How to check business name availability using official tools

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.

Use the ASIC business name checker

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:

1. Visit the ASIC Connect website.
2. Click “Search business names”.
3. Enter the name you want into the search box.
4. View the results to see if the name is available to register.

If the name already exists or is too close to another registered business name, you may need to try a different word or phrase.

Prepare before you search

To save time:

• Make a shortlist of your top name ideas.
• Check for spelling mistakes.
• Avoid common words that may also exist in many names.
• Search for existing trademark matches using the IP Australia website.

Due diligence checklist

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.

How to register a business name and connect it to your ABN

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).

Choose your registration method

There are two ways to register:

• Australian Business Register – A government website that lets you apply for an ABN and register a business name at the same time.
• ASIC Connect – The Australian Securities and Investments Commission platform used to manage existing registrations and register a business name if you already have an ABN.

Both options are valid. The choice depends on whether you already have an ABN.

Know the registration fees

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.

Prepare before you register

Make sure you:

• Have an active ABN or apply for one during the process.
• Own or plan to buy the matching domain.
• Have branding, or plan to create branding that matches the name you’re registering.

This helps keep your business identity clear and minimises the risk of confusion later on.

Step-by-step process

1. Search for your name using the ASIC business name checker.
2. Apply through the Australian Business Register for an ABN or ASIC Connect for your business name if you already have an ABN.
3. Complete your application and pay the fee.
4. Receive your confirmation and keep your registration record safe.

Store your records securely

Business Kitz lets you store your ABN, business name registration details, and key documents in one place. Get started today!

What the government requires when operating under a business name

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.

When you need to register a business name

You need to register a business name if:

• You trade under a name that is different from your personal name.
• Your partnership or company operates under a name that does not match the registered legal name.
• You use a name that combines words or includes a phrase not part of your legal name.

You do not need to register if you trade only under your own personal name (for example, “John Smith” as a sole trader).

Where you must display your business name

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:

• Your business website.
• Invoices and quotes.
• Shopfronts or signage.
• Legal documents and email footers.

How to stay compliant with ASIC

Here are some tips stay compliant:

• Keep your contact and address details up to date.
• Renew your business name before the expiry date.
• Use ASIC Connect to manage updates or renew your registration.
• Cancel your business name if you no longer trade under it.

If you are unsure what your legal obligations are, seek legal advice.

Understanding the difference between a business name and a trademark

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.

A business name does not protect your brand

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.

Key differences between a business name and a trademark

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

How to apply for a trademark

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.

What to do if the name you want is taken or too similar

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.

What “too similar” means

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:

• They sound the same when spoken.
• The only difference is punctuation, spacing or small spelling changes.
• They use words that mean the same thing.

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.

Try a creative variation

If your name is not available, adjust it with a few smart changes and test the adjusted name with a business name checker. Try:

• Adding your location (e.g. “Top Tech Repairs Sydney”).
• Including your service or product (e.g. “Top Tech Laptop Repairs”).
• Using a unique or invented word.
• Combining two words or names (e.g. “TechMate Repairs”).
• Incorporating your full name or initials.

Original vs approved name examples

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.

How to apply for multiple names if you serve different markets

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.

When to register more than one name

You may need to register more than one business name if:

• You run separate product lines under unique brand names.
• You manage multiple locations with different names.
• You offer services through different business models.
• You want to test a new market or target group with a fresh identity.
• You’re growing a partnership or organisation with varied offerings.

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.

Managing sub-brands and regions

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:

• Your company name is the trunk of the tree.
• Each registered business name is a branch.
• Customers see the name that matches the product or service they use.

Example: Yoga brand in three states

A yoga business based in Victoria wanted to expand across Australia. Instead of one name for all, the owner registered:

• Yoga Flow VIC.
• Yoga Flow NSW.
• Yoga Flow QLD.

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.

What happens if you need to update or cancel your business name

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.

When to update or cancel your business name

Some examples of when you need to update your business name include:

• You change your address or contact details.
• You appoint a new business partner or owner.
• You need to correct spelling or small errors.

You should cancel your business name if:

• You close your business.
• You stop trading under the registered name.
• You merge with another organisation and no longer need the name.

How to update or cancel using ASIC Connect

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:

1. Log in to ASIC Connect.
2. Select your business name.
3. Click “Update details”.
4. Enter the changes and confirm.

To cancel your business name:

1. Log in to ASIC Connect.
2. Select your business name.
3. Click “Cancel business name”.
4. Confirm cancellation and submit.

Keep branding and records aligned

If you update or cancel a business name, make sure you also update your:

• Website.
• Email footer.
• Business documents.
• Domain records.
• Marketing materials.

Utilise Business kitz to manage all your name records in one place. Sign up for free today!

Frequently asked questions about checking a business name

Where do I need to display my business name?

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.

How do I search for existing business names?

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.

What if my name is available but not unique?

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.

What details do I need to register a name?

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.

What is ASIC Connect?

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.

When do I need to register a business 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.

How can I check if a business name is available?

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.

How do you choose your business name?

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.

What type of names are not allowed?

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.

Final thoughts

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.