Register your business name today

If ASIC determines that your chosen name is "identical or nearly identical" to an existing registered business name, it cannot be approved.

If your preferred name is unavailable, you can use our Business Name Generator to explore alternative options that may be suitable. This can help you quickly find available names and continue your registration without delay.

In Australia, business name registration is required whenever you trade under a name that is not your exact legal name. This applies regardless of whether the business is new or well established and is a step that is often misunderstood or overlooked. Many businesses assume registration only matters at startup or that checking business name availability alone is sufficient, which can lead to compliance gaps if the name is not formally registered with ASIC.

The requirement depends on how your business operates. Sole traders must register a business name if they trade under anything other than their full personal name, even if the difference seems minor. Partnerships are required to register if the trading name does not include the full legal names of all partners. Companies must also complete the business name registration when they trade under a title that differs from their registered company name. This is a common cause of uncertainty when a brand name is used for marketing while a separate legal entity sits behind the business.

For example, a sole trader named Michael Tran can trade without registration if operating as “Michael Tran,” but must register if trading as “Tran Electrical Services.” Similarly, a company legally registered as ABC Holdings Pty Ltd must register a business name if it operates publicly as “ABC Consulting.” Honcho helps ensure these distinctions are handled correctly, based on how your business presents itself in the real world.

Registering a business name provides limited protection, as no one else can register the exact same business name in Australia. However, it does not give you exclusive legal rights to the brand itself.

Business name registration allows you to trade under that name, but trademark registration is required to secure full legal protection and exclusive rights to your brand.

You can apply for a trademark online through us. Alternatively, you can email, chat or speak with one of our business specialists if you would like guidance.

The business name registration form takes just 5–10 minutes to complete. We then submit your application and ASIC usually approves it within 3–5 business days. Once approved, we will send you your business name certificate.

You can start using your new business name as soon as you receive your certificate from us. Once you have your certificate, you're free to use your business name however you like whether that's printing business cards, building a website or promoting your brand. At Honcho, we also offer a range of services to help you bring your business name to life, including domain name registration, professional email, business card design, website creation and marketing support.