Check first, then spend. Before you commit to a name, logo or packaging, search the trade marks register with IP Australia and consider applying for the classes you actually trade in. A business name or domain registration does not give you trade mark rights. Finding a conflict after you have invested in signage, a website and marketing is far more expensive than checking before.
What it depends on
Where judgement stays human: Deciding whether a similar existing mark is a real risk, and which classes to file in, is a judgement call — complex or contested cases may need a registered trade marks attorney.
The key question is not “can I register my business name?” but “could someone else stop me using this brand?”. Registering a business name with ASIC or buying a domain records that you use it; it does not give you exclusive rights to the brand. A registered trade mark is what does that, within the classes of goods and services it covers.
Timing matters because branding spend compounds. A clash discovered early costs a rename; a clash discovered after launch can cost the rename plus everything built on the old brand. That is why the search sits at the start of the branding budget, not the end.
Deciding whether a similar existing mark is a real risk, and which classes to file in, is a judgement call — complex or contested cases may need a registered trade marks attorney.
No question is silly, and there's no judgement about where things are at. Tell us what is different about your situation and a CPA will reply personally — usually within one business day.
Reviewed by Graham Chee FCPA (TPB registered tax agent, RAN 15375009) on 1 September 2026.
Brand & IP · general information current as at 1 September 2026. This is general information only, not personal financial, tax or legal advice.