Rebranding Your Business: How to Successfully Change Your Name in Australia

Many small business owners launch with a logo, registered business name, and maybe a tagline.

For a while, that’s enough. But as the business grows and interacts with new audiences, the brand eventually falls short of communicating what the company stands for.

What is a “brand” anyway?

An effective brand goes deeper than a logo. It communicates the beating heart of the business in a way that’s instantly understood by customers, employees, suppliers and stakeholders.

If you’re reading this and realising your brand isn’t working hard enough to grow your business, it might be time to rebrand.

5 benefits of rebranding your business

  • Relevance

Rebranding helps businesses stay up to date with consumer preferences, competitors and social trends.

  • Broader appeal

Presenting your company with a fresh face can broaden your appeal, helping to attract new customers.

  • Differentiation

They say imitation is the highest form of flattery – but it’s not good for business. If your competitors are copying your every move, a rebrand can create space to show off your unique advantages.

  • Repositioning

As a business evolves, it may need to reposition. For example, companies rebrand to demonstrate their sustainability or social responsibility.

  • Registering a business name

Sole traders growing into Pty Ltd companies or companies adding a new arm have a great opportunity to rebrand at the same time as registering an Australian business name.

Related: How to Know When It’s Time for a Name Change.

Step-by-step guide to rebranding your business

Research and Planning

Whether you’re rebranding to update an ageing brand name or show customers that your offering is evolving, the business name is a crucial consideration.

Before rebranding, analyse the current business name and brand to determine what is and isn’t working. Use what you find to create a longlist of new business names, then whittle down the options by researching business name availability.

Check out our guide to business name availability in Australia and tips to register the business name you want.

However, when it comes to rebranding, the similar terminology of “business name” and “company name” can be a little confusing.

Company name

The name of the legal entity registered with ASIC, including legal terms such as Pty and/or Ltd. ASIC allows company name changes.

E.g. “Brick By Brick Pty Ltd”.

Business name

The name your business operates under. You must register a business name in Australia to trade under anything other than your given name. ASIC does not allow business name changes; you’ll need to register a new name to rebrand.

E.g. “Brick By Brick Builders”.

Brand name

Brand names typically exist for franchises and businesses with multiple entities.

E.g. “Brick By Brick Contracting”, “Brick By Brick Labour”.

Quick note: Trading names aren’t used anymore, and the Australian Business Register will remove them from listings in November 2023.

Implementing your new business name

Rebranding often means registering a new business name. That means a new website, new trademarks, new email, new logo… the list is long, but the benefits can be well worth it for ageing brands.

As well as the logistics of creating a new brand, you will need to get customers on board with the mission, vision and offering.

Communication is essential during the transition phase. Start early and make a plan for rolling out the rebrand gradually, giving your stakeholders time to adjust.

Updating your marketing and branding

Consistent branding builds trust. Updating your digital presence and marketing materials with the new brand name, logo, colours, and messaging will create a cohesive brand identity and bring customers along on the journey.

  • Create a timeline for rolling out the new brand
  • Get everything on paper in a brand guidelines document
  • Update website branding
  • Update social media branding
  • Post on social media to let customers know what’s happening
  • Write blogs about the new brand
  • Update print marketing materials when they run out rather than all at once
  • Host information sessions about the new brand
  • Encourage partners and contractors to use the new business name

Small business owners often find this challenging to do alone. Graphic designers or marketing consultants can help to make the process easier and the results more professional.

Measuring success

Rebranding doesn’t end with registering a new business name. The transition can take months.

Measuring the ongoing progress can help to seek customer feedback, adjust course, or double down on successful communication efforts.

  • Monitor engagement metrics like website traffic and social media interactions
  • Survey customers to determine brand recognition and affinity
  • Conduct more comprehensive research to understand how the market perceives the new brand
  • Measure customer retention rates and repeat purchases

If customers aren’t responding as positively as you hoped, use feedback to try new approaches. Test branding strategies incrementally and measure the impact of each to continually improve.

The easiest way to change a business name in Australia

Registry Australia makes it simple for entrepreneurs and small business owners to register, renew and change a business name.

As well as our user-friendly business name registry tool, we provide a suite of support services tailored to small businesses:

Our local support team is always here to help. Explore our full suite of business services to get started on your game-changing rebrand.

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