Choosing a name for your business might seem like a straightforward task. But the truth is, the wrong name can hold you back—especially if you’re planning to grow, diversify, or expand geographically in the future.
This is something we see time and time again at Tradie Web Guys. A client comes to us ready to build a brand or launch a new service, and halfway through the process, we hit a roadblock. The business name is limiting the strategy.
In this post, I’m going to run through what to think about when naming your business, based on real-world experience—not theory.
Don’t feel like reading? Watch the video breakdown here:
Where Most Businesses Go Wrong
Let’s rewind for a second.
Years ago, it was common for businesses to choose names like “AAA Plumbing” just to appear first in the Yellow Pages. Then came the era of SEO hacks—buying 10 different domains like plumberparramatta.com.au, plumberpenrith.com.au, and so on. It worked… until it didn’t. Google cracked down on that strategy, and now having multiple low-authority domains does more harm than good.
Fast forward to now. Many businesses are still using outdated naming tactics or picking names that sound clever but cause problems later.
Here’s the reality: your business name has to do more than sound good. It needs to support your long-term marketing, branding, and sales strategy.
What to Consider Before Locking in a Name
If you’re still in the planning stages—or if you’re adding a new division or brand—this is the groundwork you need to cover before printing logos or wrapping your van.
1. Domain Name Availability
Start here. Check the .com.au (or .co.nz, .ca, etc. depending on your country) availability of your desired business name. If it’s a global brand, a .com might work. But for most trade businesses, you want a domain that reflects your local presence.
Short and easy-to-spell domains are best. Bonus points if you can also grab the plain .au version as well.
2. Social Media Handles
Next, check the major social platforms: Facebook, Instagram, LinkedIn. Is your name already taken? Can you get a handle that’s consistent across channels? If not, is there a slight variation you’re happy to use?
Don’t skip this. It’s a nightmare trying to market a business when you’re competing with a dozen similar-sounding accounts.
3. Business Name Availability
Use the ASIC registry (AUS) or your State Business Name Database (USA) to check whether your preferred business name or trading name is taken. Even if it’s slightly different, you might run into trademark issues or consumer confusion if something close already exists.
And don’t assume you’ll be able to secure the business name just because the domain is free. Check both.
4. Google Business Profile Conflicts
Check whether there’s a similarly named business already active in your area—or worse, another country. You don’t want someone else’s bad reviews showing up on your profile because of name confusion.
What to Avoid in a Business Name
This is where we see the most mistakes. Here’s what to steer clear of:
- Overused Clichés: Names like “Drip Doctors,” “Drain Surgeons,” and other puns might feel clever, but they’re overdone and rarely build long-term credibility.
- Location Lock-In: Including your suburb in the name (e.g., “Chatswood Plumbing”) might help with local trust, but it limits you from expanding without rebranding.
- Service Lock-In: Including “plumbing” or “electrical” in the name can also box you in. What if you decide to add renovations, HVAC, or solar down the line?
- Personal Names: Businesses named after individuals are harder to sell or scale unless the name carries significant brand equity. “Olaf’s Plumbing” sounds great—unless you’re not Olaf.
- Hard-to-Spell or Trendy Misspellings: If people can’t remember how to spell your business name, you’re making it harder for them to find you.
Better Naming Approaches
What we recommend:
- Choose a name that gives you room to grow. Terms like “Group,” “Solutions,” or “Home Services” leave the door open for additional services or locations.
- Keep it short, punchy, and brandable.
- Make sure the name has no direct competition in your industry or region.
Some of the best names we’ve seen are ones that mean nothing to the outside world but everything to the owner—and they work because they’re unique, memorable, and easy to build a brand around.
Example: A client of ours originally wanted a plumbing specific name, but we helped them shift to “Fixor Group.” It was short, clear, and gave them breathing room to expand into HVAC and other trades.
Your Checklist (In Order)
Here’s how to go about it, step by step:
- Check domain availability (start with .com.au or your local equivalent)
- Check social media handles across key platforms
- Search ASIC or your local registry for similar business/trading names
- Check Google Business Profile to avoid confusion with existing listings
- Register your domain(s) before someone else grabs them
- Secure your social handles
- Register the business/trading name
- (Optional): If your name is especially unique or valuable, consider registering a trademark
Final Thought
You don’t need a clever pun or a perfect SEO phrase to build a strong brand. What you need is a name that supports your long-term growth strategy—one that’s available, clear, and future-proof.
We’ve put together a full naming checklist and resource pack to help you map this out properly. Head to Tradie Academy and grab it (plus a bunch of other free resources). It includes all the tools you need to make sure you’re not stuck fixing your business name five years down the line.
