Do you even need to register a business name?
You need to register a business name with ASIC if you trade under a name that is not your own personal name. A sole trader operating simply as “Jane Smith” does not need to register; “Jane Smith Bookkeeping” does. Companies have their own name via registration, but often still register additional trading names. If in doubt, register — it is inexpensive and keeps you compliant.
Before you start
Two things need to be in place first:
An ABN (or at least an ABN application in progress). You cannot complete a business name registration without one.
A name that is available. Use ASIC’s business name check and search the trade marks register to make sure your chosen name is not already taken or too similar to an existing one.
Step-by-step: registering with ASIC
Check availability. Search ASIC’s register and the trade marks database. A name that is identical or nearly identical to an existing registration will be rejected.
Log in to ASIC Connect. Business names are registered through ASIC Connect on the ASIC website.
Enter your ABN and name. Link the registration to your ABN and enter the name exactly as you want it to appear.
Choose your period. You can register for one year or three years. The three-year option costs more upfront but less per year [VERIFY current fee].
Pay and submit. Pay the ASIC fee [VERIFY current fee]. Once processed, your business name is registered and appears on the public register.
Business name vs company vs trade mark — don’t confuse them
This trips up a lot of new owners:
A business name simply lets you legally trade under a name. It does not stop anyone else using a similar name.
Registering a company with ASIC creates a separate legal entity and gives you exclusive use of that company name.
A trade mark (registered through IP Australia) is what actually protects your brand and stops competitors using it. It is separate from, and stronger than, a business name registration.
If your brand matters, consider a trade mark alongside your business name.
Keep your registration current
Business name registrations must be renewed (every one or three years, matching your chosen period). ASIC sends reminders, but it is your responsibility to renew on time or the name can lapse and become available to others.
After registration: claim your name online too
Registering the name is step one. Step two is owning it online — securing the matching domain, setting up a professional website, and creating your Google Business Profile so customers can find you. A registered name that has no web presence is a name customers cannot find. Getting your website and listings sorted early is what turns a registration into a real, discoverable brand.
