You’ve found a business name you love. It’s memorable, it looks great on your logo, and you can already picture it on your website and social media. Before you make it official, there’s one important step: check whether you can actually secure the social media handles and full digital identity that go with it.
Your domain name and social media handles together now form important parts of your brand.
Ideally, customers should be able to find you using the same or a very similar name across your website, Instagram, Facebook, TikTok and LinkedIn.
Start With Your Domain
Your domain is the digital address of your business. It’s where customers find your website, and it can also form the basis of your professional email address.
Imagine your business is called Sunny Flowers. Ideally, you might want:
- Website: sunnyflowers.com.au
- Email: hello@sunnyflowers.com.au
- Instagram: @sunnyflowers
- Facebook: @sunnyflowers
A consistent name makes your business easier to recognise, remember and find. That’s why it’s worth checking domain availability before you commit to your business name, branding and marketing.
For Australian businesses, a .com.au or .au domain can also provide a strong local identity, provided they meet the relevant Australian eligibility requirements.
Don’t Forget Your Social Handles
Finding an available domain doesn’t mean you’ll automatically get the matching social media username. Someone else may already have registered @sunnyflowers on Instagram, Facebook or TikTok, even if the account isn’t active.
Social platforms have their own rules around usernames, inactive accounts and transfers, so an unused handle isn’t necessarily available for you to claim. That’s why it’s smart to check your preferred handles across the platforms you actually plan to use before launching your brand.
What If Your Domain or Handle Is Taken?
Don’t immediately abandon the business name you love!
If your preferred domain is already registered, you may have several options. You could consider a variation, another relevant domain extension, or investigate whether the current owner is willing to sell.
For a valuable domain that closely matches your brand, buying the existing domain may be worth considering rather than building your business around a less suitable alternative.
The same principle can apply to social media handles. A handle may already be registered but unused, held by an unrelated account, or controlled by someone willing to transfer it. This is where professional acquisition support can help.
How Can a Broker Help?
A domain broker can investigate who controls a domain or social handle, make contact on your behalf and negotiate an acquisition.
Using a broker can also provide an important layer of privacy and professional negotiation. Instead of approaching an owner yourself and immediately revealing how important the name is to your business, a broker can handle the initial communication and negotiation.
Above.com offers domain brokerage and acquisition services, including confidential negotiations handled by experienced brokers. Its brokerage team can also assist with social handle acquisition where appropriate.
A typical process may involve:
1. Identify — Determine whether the domain or handle is genuinely unavailable and investigate the current status.
2. Research — Where possible, identify the current owner and assess whether acquisition may be realistic.
3. Negotiate — A broker approaches the owner and negotiates on your behalf.
4. Transfer — If an agreement is reached, the broker helps coordinate the transaction and transfer process.
Not every domain or social handle will be available, and platform policies can affect what can be transferred. But “taken” doesn’t always mean “impossible to acquire.”
Think About Your Digital Identity as a Whole
Your domain, social profiles and business name don’t need to be identical everywhere, but consistency can make your brand much easier to find.
Before committing to your name, check:
Your domain — Is your preferred .com.au, .au or other domain available?
Social handles — Can you secure a consistent username on Instagram, Facebook, TikTok and LinkedIn?
Business name — Is the name available to register in Australia?
Trade marks — Could an existing trade mark create a conflict?
Doing these checks early is much easier than changing your website, social profiles and marketing materials after you’ve launched.
Secure the Name You Want
Your business name is the foundation of your brand. Your domain and social handles help turn that name into a recognisable digital identity. If you’ve found the perfect name but the domain or social handle is already taken, don’t assume you have to settle for second best.
Investigate your options. And if the name is important enough, consider getting professional help to approach the current owner and negotiate an acquisition.
With Help.com.au, you can register your domain, set up hosting and build your website with the tools you need to get your business online. And if the domain you’ve got your heart set on is already registered, Help.com.au can connect you with domain brokerage expertise to explore your acquisition options.
Check the name. Check the domain. Check the handles. Then build your brand!
Frequently Asked Questions
Can I buy a domain name that someone else already owns?
Potentially, yes. If the current owner is willing to sell, a domain broker can approach them and negotiate an acquisition on your behalf. The price and outcome will depend on the domain and the owner’s willingness to sell.
Can a broker help me get a social media handle that’s already taken?
In some circumstances, yes. A broker may be able to identify the current owner and negotiate a transfer. Depending on the platform and circumstances, other options may include inactivity or trademark-related procedures. However, each social platform has its own rules and a transfer cannot always be guaranteed.
Should I check my domain and social handles before registering my business name?
Yes. Checking your preferred domain and social handles early can help you avoid building your brand around a name that’s difficult to secure online. It’s also sensible to check business name and trade mark availability before committing to your brand.
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