Did you know that registering a business name with ASIC does not provide you with any exclusivity? Unless you have trade marked your business name, other third parties may be able to register and use the same or similar business names to you. The name your business trades under is how your customers and other businesses identify you. It’s critical to protect the goodwill your business brand develops. You can do this by lodging a trade mark application for your business name with IP Australia.