What makes a company name worth building on?
A company name is the foundation of your brand system - every domain, email address, social handle, and product name will trace back to it. For Australian founders, that foundation also has to satisfy two separate regulatory systems: ASIC for company and business name registration, and IP Australia for trade mark protection. Getting both right starts with choosing a name that is distinctive from the beginning.
The most durable company names are distinctive without being descriptive. A functional name like “Sydney HR Software” describes what you do today but creates a ceiling on where you can go. When you expand nationally or raise capital, the name works against you. An evocative or invented name - something like Canva, Afterpay, or Vend - builds pure brand equity. Meaning accumulates around the name over time rather than being borrowed from a category.
For Australian founders specifically, ASIC’s uniqueness test rewards distinctive names. The more generic your name, the more likely it is to be rejected as identical or near-identical to an existing registration. Distinctive names clear the ASIC test faster and are far easier to register as trade marks.
Think about naming architecture before you commit. Your company name needs to function as a system: the .com.au domain, the .au domain, email addresses, social handles, and any future product names. A name that is short, clear, and free of hyphens or special characters works across all those touchpoints without friction.
How to use the company name creator
Start with a specific brief, not a broad category. “Property management software for small landlords in NSW” will produce more targeted and registrable names than “real estate tech”. The more precisely you describe your market, the more distinctive the suggestions and the easier they will be to protect.
Looking for something more specific? Our company name generator might be a better fit, or if you’re set on “business” rather than “company”, try the business name finder.
Enter your brief at name.craftr.com and generate a first batch. NameCraftr checks .com, .com.au, and .au availability in real time for every suggestion, or run any shortlisted name through the standalone domain name checker to confirm. Names with all three available give you the strongest position across both Australian and international markets.
When reviewing candidates, apply these checks before shortlisting:
- Say it aloud. Test the name on the phone with someone - can they spell it back without being told? Names travel verbally through referrals and press.
- ASIC Business Name Register. Search at asic.gov.au to confirm no existing business is using the name. ASIC rejects names identical or near-identical to existing registrations, including minor spelling variations.
- IP Australia trade mark register. Check ipaustralia.gov.au before investing in any branding. An existing trade mark in your class can block your use of a name even if ASIC registration proceeds.
- Google the name. Look for existing businesses, products, or cultural associations that could confuse customers.
If the first batch feels too generic, sharpen the brief and run a second pass. Add your target customer, the specific problem you solve, and one word that captures the feeling you want the brand to carry.
After creating your name: making it official
Once your name clears those checks, move in this sequence:
Register .com.au and .au immediately. These are your primary domains for the Australian market. To register .com.au, you need an ABN and the domain must closely and substantially relate to your registered business or company name - you cannot register a .com.au for a name you have not yet formalised with ASIC. Use any AUNIC-accredited registrar. Also register .com if it is available, particularly if you plan to serve international customers or raise investment from outside Australia.
Understand the Pty Ltd versus business name distinction. This is the most commonly confused part of Australian company naming. If you are incorporating a proprietary limited company, the company name is registered at the time of incorporation and must include “Pty Ltd” or “Proprietary Limited” at the end (unless an exemption applies). The ASIC fee for incorporating a Pty Ltd is approximately $538. If you are operating under a trading name that is different from your company name, that trading name must be separately registered as a business name with ASIC, which costs $44 per year or $102 for three years.
Register the business name with ASIC if you are trading under any name other than your own legal name or registered company name.
Apply for a trade mark through IP Australia. The filing fee is $330 per class. Class 35 covers business services and retail. Class 42 covers technology and software tools. Rights date from the application date - not the approval date. File early.
Claim social handles on LinkedIn, Instagram, and X before any public announcement, even if you will not use them immediately.
Common company naming mistakes
Choosing a name too similar to an existing ASIC registration. ASIC’s similarity algorithm is more aggressive than most founders expect. Adding “The” or “A” to the front, swapping plurals, or making minor spelling changes is often not enough. Search the register before briefing any designer or building any website.
Registering a business name without applying for a trade mark. ASIC business name registration prevents duplicate registrations across Australia but does not give you exclusive commercial rights to the name. Only a registered trade mark through IP Australia does that. Without a trade mark, a competitor can legally trade under a similar name.
Ignoring .com.au eligibility when choosing the name. Your .com.au domain must closely and substantially relate to your registered business name or company name. If you plan to operate under a shortened or informal version of your name online, register that version as a business name with ASIC before trying to secure the domain.
Using a geographic or category-specific name. “Melbourne Web Design Co” limits your national expansion, reduces brand equity, and makes the business harder to sell. If you plan to scale beyond your starting market, choose a name that travels.
Naming the current product rather than the company. “AutoBASFormFiller” may describe your MVP perfectly. It will feel limiting within two years. Name the company - the brand that will outlast any single product or service line.