Secure Your Brand Name
Choosing the right name is just the beginning. To truly make it yours—and protect your business identity across every touchpoint—you need to secure it, safeguard it, and ensure no one else can claim it, whether in your local market or on a global scale. This guide outlines the key steps to help you navigate the process with confidence.
Understand the Different Types of Names
Your brand name can show up in a few different ways depending on its purpose. It’s important to understand how they work together.
Business Name
Your trading name—the one your audience sees. It’s used in your branding, marketing, and online presence. It doesn’t have to match your legal name exactly.
Example: Grove Seven
Legal Entity Name
This is the name registered with your local authority for compliance and taxation purposes. It must follow official naming regulations.
Example: Grove Seven Pty Ltd
Check Name Availability
Before launching, make sure your chosen name is available across key areas:
Business registers – Search ASIC (Australia), Companies House (UK), USPTO (US)
Trademark databases – IP Australia, WIPO, EUIPO, USPTO
Domain names – Look for .com, .com.au, and other relevant extensions
Social media – Check platforms like Instagram, LinkedIn, Facebook, TikTok
If your ideal name isn’t available everywhere, consider subtle adjustments to keep your brand consistent.
Register Your Business Name
Once confirmed, lock it in by registering it with your country’s business authority:
File with ASIC, Companies House, or your local equivalent
Register your trading name if it differs from your legal name
If you plan to expand globally, register in international markets too
Apply for Trademark Protection
Trademarks give you exclusive rights to your brand name, logo, and other identifiers. It’s a powerful way to prevent copycats.
Register in every country where you do business
In Australia, apply directly through IP Australia
Expect to pay $330 per class (as of 2025)
Use trademark monitoring tools to stay ahead of potential infringements
If you're registering overseas, consider engaging a trademark lawyer for support
Secure Your Digital Presence
Claiming your digital real estate early helps ensure brand consistency and prevents others from using your name online.
Primary domain – Secure your website URL
Key variations – Common misspellings, country codes, alternate extensions
Social handles – Claim your username across all major platforms
Even if you’re not ready to use every platform immediately, securing the name ensures it’s there when you are.
Claim Your Brand Across Platforms
Your online presence extends beyond your website. To build trust and recognition, aim for a consistent name across:
Google Business Profile
LinkedIn Business Page
Instagram
Facebook
TikTok
Pinterest
YouTube
X (formerly Twitter)
Add platforms that are relevant to your industry or where your audience spends time.
Run Compliance & Cultural Checks
Before you go live, double-check that your name is culturally appropriate and legally sound.
Translation – Make sure it doesn’t carry unwanted meanings in other languages
Restricted terms – Some industries and regions restrict specific words
Spelling & pronunciation – Keep it simple and intuitive wherever possible
Plan for Ongoing Protection
Securing your name isn’t a one-time task—it’s something to maintain as your business grows.
Renew your trademarks (typically every 10 years)
Monitor for unauthorised use or potential infringements
Watch for cybersquatting and impersonation on social platforms and domain names
Keep documentation and proof of ownership up to date
Your name is more than a label—it’s the foundation of your brand identity. Securing it early protects your business, strengthens your presence, and gives you room to grow with confidence.
This article is a general guide and not legal advice. For tailored recommendations, we suggest consulting a legal or trademark professional.
