1. What Makes a Great Business Name?

A strong business name should check off most (if not all) of the following criteria:

✅ Clear & Understandable

Your name should be easy to say, spell, and remember. Avoid complex or overly technical terms.

Example:
🔹 Good: "Active Motion EP" (Clear and easy to pronounce)
🔹 Not Ideal: "Myokinetic Therapy Group" (Unclear and hard to spell)

✅ Reflects Your Services & Values

Your name should communicate what you do and who you help. Think about your mission and values as a business.

Example:
🔹 "Strength & Stability EP" (Targets mobility and rehab focus)
🔹 "NextGen Performance" (More athletic and sports-focused)

✅ Professional & Trustworthy

As an allied health provider, you want a name that feels credible and professional. Your clients, doctors, and referrers should take your business seriously.

Example:
🔹 "Momentum Exercise Physiology" (Conveys movement & progress)
🔹 "Peak Performance EP" (Trustworthy, high-performance connotation)

✅ Future-Proof & Scalable

Avoid names that might limit your growth. If you plan to expand beyond just yourself, don’t name your business after yourself unless personal branding is your goal.

Example:
🔹 "Thrive Health & Rehab" (Can grow into multiple services)
🔹 "John Smith EP" (Harder to scale beyond one practitioner)

✅ Legally Available

Your name needs to be available as a business name and a domain name to avoid legal issues. More on this later!

2. How to Choose the Perfect Name in 5 Steps

Step 1: Brainstorm Your Brand Identity

Before choosing a name, get clear on:

• Who you help: Athletes? NDIS clients? Seniors?

• Your specialty: Rehabilitation, strength training, performance?

• Your business values: Holistic care, science-backed results, client-centered approach?

💡 Action Step: Write down 10 words that describe your business. These will serve as inspiration.

Step 2: Generate Name Ideas

Use different methods to spark ideas:
✅ Descriptive names: "Active Recovery EP," "Stronger Every Day"
✅ Metaphorical names: "Phoenix Physiology," "Elevate Health"
✅ Acronyms & abbreviations: "PEAK EP" (Performance, Endurance, Agility, Kinetics)
✅ Personal or location-based names: "Sydney Sports EP," "Daubney Exercise Physiology"

💡 Pro Tip: Use ChatGPT, name generators, or a thesaurus to find synonyms and creative word combinations.

Step 3: Check Availability

Now, narrow down your top 3-5 names and check:
✅ Business Name Search: Use the ASIC Business Name Register (Australia)
✅ Domain Name Availability: Check GoDaddy or Namecheap
✅ Social Media Handles: Look on Instagram, Facebook, and LinkedIn

💡 Pro Tip: Even if an exact domain isn’t available, you can modify it slightly, e.g., “ThriveEP.com” instead of “ThriveExercisePhysiology.com”

Step 4: Test the Name

Run your shortlisted names by:

• Family & friends for first impressions

• Fellow EPs or business mentors for professional input

• Potential clients to see if it resonates

💡 Action Step: Say your business name out loud and visualize it on a logo—does it feel right?

Step 5: Register & Secure Your Name

Once you’ve chosen your winner:
✅ Register it as a business name (ASIC in Australia)
✅ Purchase the domain name ASAP
✅ Secure social media handles before someone else takes them

3. Common Mistakes to Avoid

🚫 Overcomplicating it: If it’s too long or hard to pronounce, clients may forget it.
🚫 Being too generic: Avoid names like “Health & Wellness” that don’t stand out.
🚫 Choosing something too narrow: If you expand services later, your name should still make sense.
🚫 Forgetting SEO & Branding: If people can’t search for it easily, you’ll miss out on organic traffic.

Final Thoughts

Your business name is your first impression—make it count! By following these steps, you’ll create a name that not only reflects your brand but also sets you up for long-term success.