Register your business name with the right checks upfront

The main risk is assuming that a name being available to register means it is safe to use in the market. A proposed name can still create legal or commercial issues if it is misleading, too close to an existing brand, or likely to confuse customers. There is also an important difference between registering a business name and securing stronger brand protection. This service includes legal checks around availability and naming concerns, plus advice on whether a separate trade mark step may be worth considering before you invest in branding, domains or marketing.

It is commonly used by founders launching a new venture, existing businesses adopting a new trading identity, and companies entering a new market under a different name. It can also suit businesses that have shortlisted several names and want legal input before committing to signage, packaging, websites or advertising. If you only need a basic filing, a simpler option may be enough. If you want support on the name itself, the registration process, and the practical legal risks around using that name, this broader service is usually the better fit.

No. Registering a business name is not the same as getting exclusive trade mark rights. It may allow you to trade under that name, but it does not automatically stop another business from using similar branding in every context. That distinction matters if the name is central to your brand, product range or expansion plans. As part of this service, we can explain the practical difference between business name registration and trade mark protection, and help you decide whether a separate trade mark application is the sensible next step.

After registration, the next practical steps usually include using the name consistently across your website, contracts, invoices, marketing materials and business records where relevant. You may also want to secure matching domain names, social handles and consider trade mark protection if the brand has long-term value. Those follow-up actions matter because the legal position often depends on how the business actually uses the name in practice. This service can help you understand the immediate next steps, but broader brand protection work would usually be handled separately.

The fixed-fee usually includes a lawyer review of your proposed name, checks on availability and naming issues, preparation of the application, and online submission support. It also covers advice on what business name registration does and does not give you, including where clients often confuse it with trade mark protection. It can reduce avoidable risk by making the key legal issues clearer, but the outcome still depends on how the documents and processes are used in practice. Separate trade mark registration, ongoing representation, technical implementation and security remediation are not included unless separately scoped.

Submit an enquiry on this page or click 'Get started'. One of our legal consultants will review it within 1 business day and get in touch to understand what you need.

Your consultant will then email you a fixed-fee quote setting out the cost, scope and timing. If you're happy with it, you can accept the quote and sign our engagement letter online.

Once you've accepted, one of our Australian-qualified lawyers will work with you to complete your project. They'll contact you by email or phone if they need anything.

Sprintlaw works on fixed-fee pricing wherever possible, so you can review the scope and cost before you decide whether to proceed. For the Business Name service, pricing starts from $900.00.

After you enquire, a legal consultant will confirm what is included, the expected timing and whether any extra work is needed before you engage us.

We work online, so we can help wherever you are in New Zealand. Our team works remotely, mainly from Australia.

Your work is done by our Australian-qualified lawyers, who hold Australian practising certificates and specialise in business law. None of them are New Zealand lawyers or hold a New Zealand practising certificate.

Sprintlaw NZ Limited is a legal consultancy, not a law firm, and is not regulated by the New Zealand Law Society. We don't act in court or tribunal matters, conveyancing (including leases and business sales) or other reserved areas of work. Communications with Sprintlaw are unlikely to be protected by legal professional privilege. We still keep everything confidential under our engagement letter.