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Selecting the Perfect Business Name

2023.03.02 - Choosing the Perfect Business Name Photo - Dolman Bateman
Selecting a business name is one of the most important decisions you'll make when starting a new venture. Your business name represents your brand and can make a huge difference in how customers perceive your business. It's essential to choose a name that is both memorable and legally compliant. The Australian Securities and Investments Commission (ASIC) has specific requirements for business names. We'll go over the ASIC standards for choosing a perfect business name.

First, it's essential to understand what ASIC is and what they do. ASIC is Australia's corporate regulator and responsible for enforcing laws and regulations related to businesses, financial markets, and financial services. When it comes to business names, ASIC has strict guidelines that every business owner must follow.

The following are the ASIC standards for choosing a perfect business name:

  1. Unique: Your business name must be unique, which means it cannot be already registered by another business. You can check the ASIC website to ensure that your proposed name is available.
  2. Descriptive: Your business name should accurately describe your business. For example, if you are starting a plumbing business, your name should include the word "plumbing" or something related to plumbing.
  3. No misleading information: Your business name must not be misleading or deceptive. For example, if you are not a law firm, you cannot use "law" in your business name.
  4. No offensive language: Your business name cannot contain offensive or inappropriate language.
  5. Not too long: Your business name should not be too long or difficult to remember. Short and memorable names are ideal.
  6. No restricted words: There are specific words that you cannot use in your business name unless you have approval from a government agency. These words include "bank," "trust," "insurance," and "university."
  7. Not similar to existing trademarks: Your business name cannot be similar to an existing trademark. You can search the Australian Trademark Search database to ensure that your proposed name is not similar to an existing trademark.

In addition to these standards, it's essential to consider your target audience and branding strategy when choosing a business name. A good business name should be easy to pronounce, memorable, and relevant to your business.

Choosing a perfect business name requires careful consideration and compliance with ASIC standards. A unique, descriptive, and appropriate name can help your business stand out and attract customers. Ensure that you check with ASIC guidelines and search the ASIC database before selecting your business name.

Your business can hold multiple business names and you can change a currently held company name to a different one. Please note that there will be fees involved to hold multiple names and to change a company name.

Ready to choose the perfect business name for your venture?
Contact UsThis blog has been prepared for the purposes of general information and guidance only. It should not be used for specific advice or used for formulating decisions under any circumstances. If you would like specific advice about your own personal circumstances, please feel free to contact us on 02 9411 5422. We can help make sure the right method is used to give you the maximum possible tax deduction associated with any of these methods.