What’s In a Name? How to Choose the Right Name For Your Business

Posted on September 20, 2017 by Samantha Gomez

Choosing a name is my favourite part of the new business process. It’s all about  creating the right image for your business, it needs to be something you’re proud of and something that helps distinguish you from your competitors. But it can also be a difficult choice to get just right and it isn’t a decision that should be taken lightly.

So, where do you start? 

The first step is to brainstorm – make sure you write down every single idea that comes to you, even if they seem crazy. The more options the better at this stage.

Some people choose names that describe what their business does, for example British Airways, some use their own name like Ron Bennett, some use a combination of both like Dell Computers, and some choose something totally unrelated, like Yahoo!

My personal brand ‘The Heart Of’ doesn’t mean much to people but I really like it because it means something to me and it’s a great talking point  – people always ask me ‘The Heart Of what?’.

Once you’ve got a list of 10 or 15 names start asking your friends and family what they think of them and use this method to cull the list down to four or five options.

The next step is to check whether your potential names are available as domain names. There is no point choosing a great business name if you can’t secure the domain name for it, so this is a deal breaker for any name.

Likewise you need to check The Australian Business Name Register to ensure your business name hasn’t already been taken. You need to do this even if you are a sole trader and your business is just the “trading as” arm.

Once you have been through that process you can make your final choice confident that you have made a considered decision. Don’t forget to register your choice with The Business Name Register and buy the domain name.

Now you are ready to go.


 How did you choose your business name? 

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