1. Check if your new business name is available in NZ
First things first: check if your new business name is available. In New Zealand, the Companies Office lets you search existing names to avoid duplicates (or awkward legal battles).
Use the ONECheck tool to search:
1. The NZ Companies Register
2. NZ trademarks database
3. Domain names
4. Social media handles
This step alone can save you a heap of hassle down the track.
2. Understand NZ naming rules
Even if your name sounds brilliant to you, there are rules around business names in New Zealand. A few basics:
1. You can’t mislead people into thinking you’re a government agency, bank, or other restricted entity.
2. Certain words (like “association” or “trust”) come with extra requirements.
3. Your name can’t be identical or almost identical to an existing registered company.
The Companies Office has a full guide on what's allowed so give it a skim before you get too attached.
3. Consider your brand strategy
Changing your business name is more than a legal exercise, it’s a rebrand. Make sure your new name aligns with your:
1. Business goals
2. Target audience
3. Visual identity
4. Brand tone and values
It’s also a good idea to run your name past a few trusted people, ideally from different areas of your life. A mix of perspectives can help you spot things you might’ve missed, like hidden meanings or difficult pronunciations. That said, don’t open the floodgates. Asking too many people can quickly become overwhelming, especially if the feedback starts to conflict. Keep your circle small and focus on people who understand your business and your goals.
Top tip: Try saying the name out loud, writing it in an email, or imagining it on a business card. Does it pass the vibe check?
4. Think about your domain name & social handles
Your business name should ideally match your website domain and social media usernames (or at least come close). Consistency builds trust and makes it easier for customers to find you.
When it comes to domains, don’t stop at just one. Secure all the relevant versions e.g. .co.nz, .nz, .com, and any common misspellings or variations. This helps protect your brand and stops someone else from swooping in and grabbing them later.
5. Let your customers (and the IRD) know
Once your name is sorted and officially changed via the Companies Office (or updated in your business registration), don’t forget the admin bits:
1. Update your website and Google Business Profile
2. Change email signatures, invoices, contracts, website, social media platforms and business cards
3. Inform the IRD and update tax-related records
4. Tell your bank, suppliers and anyone else who needs to know
Finally, make it a marketing moment! Announce your new name across socials and email and bring your audience along for the ride!
6. Protect your name with a trademark (optional, but smart)
Registering a business name doesn’t give you exclusive rights to it. To really lock it down, register it as a trademark with IPONZ. That way, no one can sneak in and use your name for their own venture down the track.
