If there’s one decision I see people rush when starting a business, it’s the name.
And that’s ironic — because it’s also one of the hardest things to change later.
After nearly 30 years working with local businesses — startups, established operators, and those awkward “we’ve outgrown ourselves” businesses — I’ve learned this the hard way:
your business name carries more weight than your logo, your colours, or your website.
Those things can be refreshed.
A business name? Not so much.
Why the name comes first (whether you like it or not)
Here’s the uncomfortable truth:
- People often hear your business name before they ever see your branding
- It’s what shows up first in Google search results
- It’s what gets repeated in conversations, referrals, and recommendations
If someone hears your name on the radio, in a meeting, or from a mate at the pub — that name is doing all the heavy lifting on its own.
And once you’ve been trading for a while, changing it becomes expensive, risky, and emotionally painful.
If you wouldn’t start a business called “Rockhampton’s Dodgiest Plumber”, then you already agree that names send a message — whether you intend them to or not.
Common business naming traps (that look harmless at the time)
I see the same patterns come up again and again. None of these are fatal on day one — but they can quietly limit you later.
1. Using your own name
“Dave’s Plumbing” feels friendly. Honest. Straightforward.
But there are two issues people rarely think about:
- Exit strategy — if you ever sell the business, your name goes with it
- Perception — it can feel small or backyard, even if the work isn’t
That might be fine if that’s the positioning you want. Just make sure it’s a choice, not a default.
2. Three-letter acronyms
ASD Group. XYZ Consulting. QRT Contracting.
These usually come from good intentions:
“We want to sound bigger.”
The problem?
Acronyms only work after people already know who you are.
KFC worked because they spent decades being Kentucky Fried Chicken.
IBM worked because they started as International Business Machines.
If you start with an acronym, you’re asking people to remember letters that mean nothing to them — and that’s branding on hard mode.
3. Locking your business to a location
CQ Dentists. Rockhampton Plumbing. Yeppoon Electrical.
There’s nothing wrong with this — until you want to:
- Open a branch elsewhere
- Expand into another region
- Sell online or work remotely
Suddenly your name puts a ceiling on where the business can go.
It doesn’t mean you can’t grow — it just means you’ll have to work around the name later.
What actually makes a good business name?
A strong business name should be:
1. Brief and easy to spell
If you’re constantly saying “it’s with a Z, not an S” — you’re making life harder than it needs to be.
2. Distinctive
If it sounds like ten other businesses in your industry, it won’t stick.
3. Appropriate
The name should match the expectation of what you do.
“Silly Solly’s” works because it sets the tone instantly.
It wouldn’t work for David Jones — and that’s the point.
4. Likeable
You’re going to say it. A lot.
Make sure you actually enjoy hearing it.
5. Extendable
The best names can grow with you — into services, products, or sub-brands — without boxing you in.
6. Protectable
Be careful with common words. If Google keeps showing definitions instead of your business, you’ve made life harder for yourself.
The part people forget
You don’t need the perfect name.
But you do need one that:
- Fits where you want the business to go
- Doesn’t create unnecessary friction
- Still feels right five or ten years down the track
This is why, when we work with clients, naming and positioning comes before design. Logos are decoration. Names are infrastructure.
Get the foundations right, and everything else becomes easier.
Stuck! Talk to us before you register that new business name!
