Choosing the Perfect Business Name

Today, in 3 minutes or less, you'll learn:   

1. How to avoid paralysis and missteps when choosing a business name  
2. Five important considerations for choosing the perfect business name  
3. About helpful resources to search business name availability and register your business name 

One critical step in creating your business is choosing your business name. Finding a name and an available domain for your website can be challenging. Many mums I have worked with have gotten stuck in this process, and some have yet to move past it. It is also unfortunate to hear stories of women who started trading under a name that was already in use, causing legal issues and confusion among customers.   

When I started, I first named my business "Enriched Mamas." I wanted a name that captured the growth and transformation that starting an online business brings for mums. I was excited to see it was free, too. A few months in, I changed my business name to "Alison O'Sullivan Coaching." It was much clearer, and I wouldn't need to explain my business's focus constantly.  

I want to demystify this process in this newsletter and offer helpful tips for taking this step in your business creation. Let's take a look. 

Key Considerations for Choosing the Perfect Name  

#1 Easy to Remember – searchable, obvious, simple, easy to understand  

This Australian government website contains helpful information for choosing a business name. Your business name should be:  

• easy to remember  
• easy to pronounce and spell  
• short and simple  
• descriptive, so it means something to your customers  
• unique, to avoid confusion with competitors  
• sensitive so that it won't upset anyone  
• transparent, so it isn't misunderstood (including in other languages or if used overseas)  

Using your name, like "Jane Smith," is also an option.  

#2 Make a Decision!  

It's essential not to spend too long on this decision, as it's just one of many steps in starting your business. Give yourself a time limit for brainstorming and research, and then decide. If you feel unsettled about your choice later, you can always change it (as I did)!  

#3 Capture the Essence of your Business  

I hope you can find a business name that inspires you and reflects the essence of your business. Choosing the right name helps create the image you want for your business and distinguishes you from competitors. There is also the opportunity to create a business name around the solution your products or services provide. For example, if you are a physiotherapist focused on pelvic floor fitness, you could name your business "Pelvic Floor Fitness for Mamas" or something like that to articulate what your business will help customers achieve very clearly.  

#4 Check Business Name Availability  

Once you've brainstormed, check that your preferred name is free. Use resources like:  

• Business Name Register  
• Thesaurus for variations and inspiration  

#5 Register your Business Name  

Ensure your business name is available and register it to avoid legal issues. Refer to this previous newsletter for information on registering with ASIC, checking domain availability and applying for an ABN.  

Take the Next Step  

Your journey to starting an online business is exciting and full of potential. Choosing your business name is an essential early step. Make it count!  Are you ready to move forward? Start checking the availability of your desired business name now!