Ben Rowe points us to Good Brand Naming practice.
I’ll also add the following two rules:
- Make sure it is available
- ASIC – Australian corporate governing body. You can do a search on line at…. They are not defined by category unlike trade marks
- Web domains, Google search.
- Trade Mark (IP Australia) – defined by category
- Business name registry – you don’t have to be incorporated to register a name here.
- Make sure it doesn’t mean ‘dog balls’ in another language. Unless of course you are selling dog balls.
Lastly, how does your brand name work as a verb?