Trade under the name you want
Business name registration, without the common traps
When you actually need one, what it costs, what it does NOT protect, and how to register it under the right entity so it doesn't cause problems later.
You must register a business name with ASIC only if you trade under a name that isn't your own (or your company's exact name). It costs a small ASIC fee for 1 or 3 years, requires an ABN first, and, important, it does not protect your brand: that's what a trade mark is for.
Before you register
The four things owners get wrong
Registering when you don't need to
A sole trader trading under their own name, or a company trading under its exact registered name, doesn't need a business name at all.
Thinking it protects the brand
It doesn't. It only stops someone registering the identical name. Brand protection is a trade mark through IP Australia, a separate decision worth discussing if your brand matters.
Registering under the wrong entity
The name should belong to the entity that runs the business. Register it personally, then incorporate later, and you'll need to transfer it. Planning the structure first avoids the shuffle.
Forgetting the renewal
Names lapse if not renewed, and a lapsed name can be taken by someone else. We track renewals for our clients as part of ongoing compliance.
Skipping the availability check
Identical or too-similar names are rejected, and a name that clashes with someone's trade mark can force an expensive rebrand. Check before you print business cards.
Confusing it with a domain
Registering the business name doesn't reserve the .com.au domain (or vice versa). Secure both at the same time if the name matters to you.
How we do it
Registered correctly in three steps
Check & plan
Name availability on ASIC's register, trade mark clashes flagged, and the right entity confirmed before anything is lodged.
Register with ASIC
Registered under the correct ABN holder for 1 or 3 years, usually confirmed the same day.
Renewals tracked
Renewal dates go into your compliance calendar so the name never lapses quietly.
Make it official
The name above the door, registered behind it
Availability checked and the name registered under the right entity before the sign goes up.
Business name FAQ
Quick answers
Do I need to register a business name?
How much does it cost?
Does it protect my brand?
Do I need an ABN first?
Does a company need a business name?
Get every piece of your setup right, together
Structure, ABN, business name and registrations in one coherent process. Consultation.
Related: Business Setup · ABN Registration · Company Registration