A business name, also known as a trading name, is simply a name or title under which a person, or other legal entity, trades. Your business name not only identifies you to your customers, but also allows you to differentiate yourself from your competitors and enables your customers to make an emotional connection to your business and brand. For many businesses, the name is often the most valuable asset. If you register a business name, it will be connected to your Australian Business Number (ABN).