Naming your Business
When choosing a name for your business it is important to choose one that is easy to remember, and one that is easy to spell and pronounce. However, keep in mind that you can trade under your own personal name, or a company name, without setting up a separate business name.
If your business is set up under a company or trading trust structure:
You will need to search the Australian Securities and Investment Commissions National Names Index to ensure that the name you have chosen for your company or trustee company is not already registered in Australia.
You may wish to operate your business using a name that is different to your company name (or your own name if a sole trader), particularly if you are converting from sole trader status. This is referred to as a trading name and will need to be registered in addition to the company name. To ensure that the trading name you have selected is unique, again search the National Names Index.
You will also need to check that your chosen name is not infringing a registered or pending trade mark. Conduct this search at IP Australia, Australian Trade Mark Online Search System.