A business name is simply a name or title under which a person, or other legal entity, trades. It not only identifies you to your customers, but also allows you to differentiate yourself from your competitors and enables your customers to make an emotional connection to your business and brand. For many businesses, the name is often the most valuable asset.
When setting up your business, if you choose to operate as a sole trader, partnership or a trust, and not as a company, then you will have to register your business name with the Australian Securities and Investments Commission (ASIC). If your business name is your, or your partner’s, first name and surname, then there is no need to register.
Registering a business name does not in itself give you any exclusive rights over the use of that name—only a trade mark can give you that kind of protection. Learn more about the differences between trade marks and business names. Ensure you have exclusive use of your name now and in the future throughout Australia by applying for a trade mark.