Choosing a Business Name That Actually Makes You Money

Look, your business name isn't just a label

I see it all the time. Someone decides to start a business—maybe they’re a sparky, a bookkeeper, or they’ve opened a cafe in Milton—and they spend weeks agonising over a name. They want something clever. Something that sounds 'corporate'. Or worse, something that only makes sense to them and their dog.

Here’s the cold, hard truth: Your customers don't care how clever you are. They care if you can fix their leaking tap, balance their books, or make a decent flat white.

If your name makes people stop and think, "Wait, what do they actually do?", you’re already losing money. Every second someone spends trying to figure out your business is a second they aren't calling you to book a job.

We’re going to sit down and figure out how to name (or rename) your business so it actually works for you. No fluff. No 'brand workshops'. Just practical advice on how to get more enquiries.

The 'What Do You Do?' Test

I was chatting with a bloke at the Paddo Tavern the other week. He’d just started a landscaping business and called it 'Verdant Solutions'.

I asked him, "Mate, if I’m looking for someone to mow my lawn and trim the hedges, am I going to search for 'Verdant Solutions'?"

Of course not. I’m searching for 'Landscaper Brisbane' or 'Lawn Mowing Paddington'.

When you’re a small business, your name has one primary job: clarity. If you’re a plumber, have 'Plumbing' in the name. If you’re an accountant, use 'Accounting'.

I know it feels boring. You want to be unique. But being unique is expensive. If you pick a name that doesn't describe what you do, you have to spend a fortune on ads just to explain your business to people. That’s how a marketing agency wastes money—by trying to build 'brand awareness' for a name that means nothing to the average person on the street.

Why 'Clever' Names are Killing Your Enquiries

Let’s talk about puns. Australians love a pun. 'Lettuce Eat' for a salad bar. 'The Codfather' for a fish and chip shop.

They’re funny for about five seconds. But here’s the problem: they don't always tell people what you’re best at. Or worse, they make you look like a hobbyist rather than a professional.

If you’re charging premium rates for a professional service, you need a name that commands respect. A business identity costing customers is usually one that feels 'small' or 'jokey' when the customer is looking for a serious solution to a big problem.

If I’m spending $20,000 on a kitchen renovation, I’m probably not hiring 'Get Plastered Renovations'. I want 'Brisbane Kitchen Specialists'. See the difference? One is a joke; the other is a promise of quality.

The Three Main Ways to Name a Business

There are really only three paths you can take here.

1. The Literal Name

The Good: Everyone knows exactly what you do. It’s great for Google. When someone searches for what you do, your name matches their search. It’s cheap to market because you don't have to explain anything.

The Bad: It can be hard to trademark. It’s also a bit 'dry'. If you want to expand later (like an electrician who starts doing aircon), the name might limit you.

2. The Founder Name

The Good: It feels personal. People like buying from people. It’s great for building a reputation that wins jobs because your face and name are the guarantee of quality.

The Bad: It’s much harder to sell the business later. If you’re 'Sarah Jenkins Consulting' and Sarah wants to retire, the business is worth less because the 'talent' is leaving. It also makes it harder to step back from the tools; customers will always want to talk to you specifically.

3. The 'Vibe' Name

The Good: You can own the trademark easily. It sounds big and professional. It doesn't pigeonhole you into one specific service.

The Bad: It’s incredibly expensive to make work. You have to spend years telling people what the name means. For most small businesses in Brisbane, this is a total waste of time and cash.

My Honest Take: Stick to the 'Literal' Name Plus a Twist

If you’re a local business, I almost always recommend a mix of the Literal and the Founder/Location name.

"[Your Suburb/Region] + [What You Do] + [Your Unique Twist]"

Example: Paddington Plumbing - The On-Time Experts.

It’s clear. It’s local. It tells me why I should hire you (you’re on time). You aren't trying to be the next Google. You’re just trying to get the phone to ring today.

The 'Phone Test' and the 'Ute Test'

Before you print business cards or register a domain, do these two things.

The Phone Test: Call a mate. Pretend to answer the phone as your new business. "Good morning, thanks for calling Blue Sky Integrated Synergistic Solutions, how can I help?"

You’ll feel like a goose, won't you? It’s too long. It’s a mouthful.

Now try: "Good morning, Brisbane Roof Repairs, this is Dave."

Much better. If you can't say it clearly in three seconds, it’s too long.

The Ute Test: Imagine your name on the side of a Hilux driving 60km/h down Gympie Road. Can someone read it and know what you do before you pass them? If it’s a fancy script font or a weird abstract logo with a name like 'Aether', they’ve got no chance.

Don't Forget Your Workers

Your name doesn't just attract customers; it attracts staff.

If you want to hire better staff, your business name needs to sound like a place where a professional would actually want to work.

Good tradies or office staff want to work for a 'Company', not a 'Gig'. A name that sounds established and professional makes people feel secure. They think, "These guys have their act together, my paycheck won't bounce."

The Technical Stuff (That Actually Matters)

I told you I wouldn't use jargon, so here’s the practical version of the legal and tech side:

1. Is the .com.au available? Don't use a .net or a .biz or some weird .xyz. In Australia, customers trust .com.au. If you can't get the domain that matches your name, change the name. 2. Is the Facebook/Instagram handle free? You don't want to be 'BrisbanePlumbing122' because someone else took the main one. 3. Check the Trademark. Go to IP Australia and do a quick search. It costs nothing to check. It costs thousands to change your name two years later because you got a 'cease and desist' letter from a lawyer.

What if You Already Have a Shithouse Name?

Look, if you’ve been trading for ten years as 'A1 Services' and you’ve got a massive database of loyal customers, don't just go out and change it tomorrow. You’ll confuse everyone.

But if you’re struggling to get new leads, or if you’re constantly explaining what you do, it might be time for a 'refresh'.

You don't have to change everything. You can keep the legal name but trade as something clearer. Or you can add a descriptive tagline that does the heavy lifting for you.

How Long Until You See Results?

If you change from a confusing name to a clear, search-friendly name, you can see more calls almost immediately.

Why? Because when people see your name on Google, on a sign, or on a Facebook ad, they don't have to think. They just click.

I’ve seen businesses double their enquiry rate just by changing their name to something that actually mentions their service and their city. It’s the cheapest marketing win you’ll ever get.

Summary of the 'Mate's Advice'

If we were finishing that beer at the pub, here’s what I’d tell you to do today:

1. Stop trying to be clever. Be clear instead. 2. Put your service in the name. If you’re a tiler, use the word 'Tiling'. 3. Think about the future. Don't name it after your street if you plan to move across town next year. 4. Check the domain. If the .com.au is gone, move on. 5. Ask a stranger. Show your name to someone who doesn't know you. Ask them, "What do I do for a living?" If they take more than two seconds to answer, go back to the drawing board.

Naming your business isn't about winning design awards. It’s about making it as easy as possible for a customer to give you money.

Keep it simple. Keep it professional. And for the love of god, keep it clear.

If you’re sitting there thinking your name might be holding you back, or you’re about to start something new and don't want to screw it up, reach out to us at Local Marketing Group. We help Brisbane businesses get their identity sorted so the phone actually rings.

You can find us here: https://lmgroup.au/contact. Let’s have a chat.