Naming a business is often the most exciting and simultaneously frustrating part of the entrepreneurial journey. You want something that sounds professional, but not stuffy; something modern, but not trendy; and something that looks great on a shopfront in Fortitude Valley or a LinkedIn profile based in Sydney.
In 2026, the digital landscape is more crowded than ever. A generic name isn't just boring—it’s expensive. If your name is too similar to others, you'll spend a fortune on Google Ads just to be found. Here is a practical, step-by-step guide to finding a name that works for your business and your bottom line.
Step 1: Define Your Strategic Category
Before you hit the whiteboard, you need to decide what kind of name you’re looking for. Most successful Australian brands fall into one of four buckets:
1. Descriptive: Tells people exactly what you do (e.g., Brisbane Plumbing Solutions). Great for SEO, but harder to trademark. 2. Suggestive: Hints at the benefit or vibe (e.g., Kathmandu or Afterpay). These are evocative and memorable. 3. Abstract: Invented words (e.g., Google or Canva). They are easy to trademark but require a big marketing budget to explain what they are. 4. Founder-led: Using your own name (e.g., Dick Smith). This is excellent for building a founder brand that feels personal and trustworthy.
Step 2: The 'Pub Test' Brainstorm
Gather your team (or a few honest friends) and start generating ideas. Don't censor yourself yet. Focus on your "why." What makes you different? If you are struggling to find your unique angle, you might need to focus on data-driven differentiation before picking a name.
Once you have a list, apply the 'Pub Test': Can you hear the name over the noise of a busy Brisbane bistro? Is it easy to spell if someone is searching for you on their phone? Does it sound like a template, or does it have personality?
Step 3: The Reality Check (Availability & Legal)
This is where many great names go to die, but it’s better to find out now than after you’ve printed 5,000 business cards. In Australia, you have three main hurdles:
1. ASIC Business Name Search: Check if the name is already registered in Australia. 2. IP Australia (Trade Marks): This is critical. Just because a business name is available doesn't mean you have the right to use it as a brand. Search the ATMOSS database for similar names in your industry class. 3. The URL and Social Handles: You likely won’t get the exact .com or .com.au for a short word, but look for creative alternatives that don't compromise your brand voice audit results.
Step 4: Testing for Longevity
Ask yourself: "Will this name still work in five years if we expand our services?" If you name your business "Sunnybank Cupcakes" and eventually want to sell savoury catering across Queensland, your name becomes a cage.
Try saying the name out loud in different contexts: "Thanks for calling [Brand Name], how can I help?" "I'm the founder of [Brand Name]." "Check out the new website at [brandname].com.au."
Step 5: The Visual Vibe Check
A name is only one part of the puzzle. While a name provides the foundation, remember that a name alone won't fix a broken business model. Much like how a new logo won't save a failing brand, a clever name needs a solid strategy behind it to truly thrive.
Immediate Takeaways for Brisbane Business Owners:
Avoid 'A1' or 'AA' names: That strategy died with the Yellow Pages. In 2026, relevance beats alphabetical order. Check the slang: Ensure your name doesn't have an accidental double meaning in the multicultural Australian market.- Claim your digital real estate: As soon as you decide, register the .com.au and the main social handles immediately.
Need help finding the perfect name or building a strategy that stands out?
At Local Marketing Group, we help Brisbane businesses find their voice and dominate their market. Contact us today to start your brand journey.