Start with one clear brief
We wanted a short, brandable name that could pass practical checks - not just sound good in a notebook.
About
Why Brand Drover exists
Brand Drover was built from a real naming headache: finding a short business name that holds up across Australian checks (registry, ABN lookup, trade marks, domains, socials) and what people will actually see when they Google it.
If you’re in Australia and you’re starting something new - a start-up, a side hustle, a “maybe I should finally do this” business - this is the tool we wish we’d had earlier.
The LookSee journey (and where Brand Drover came from)
LookSee is a product Travis and I built (and continue to build) together. It’s about helping people visualise renovation products in their own homes - and you can check it out at trylooksee.com.
When we were locking in the name, it looked like a clean win at first: short, easy to say, and brandable. Then the real work started: checks, collisions, and the stuff you only notice once you leave the “sounds good” phase.
LookSee became the frontrunner
It felt simple and memorable. But as soon as we moved from ideas to due diligence, the edge cases started appearing.
Availability was multi-layered
ASIC checks, trade mark records, domains, socials, and search results each told part of the story. A name can look clear in one system and still be a headache elsewhere.
Search revealed the final conflict
Once we looked beyond registries, LookSee overlapped with other footprints (locally and globally). Not always a deal-breaker, but it changes how you launch and how you explain yourself.
That sequence is the core reason this site exists. Brand Drover herds the checks into one flow so you can spot conflicts earlier and pick a name with fewer surprises.
Who Brand Drover is for
This is made for Australians doing the early naming sprint - before you’ve printed business cards, registered everything under the sun, or fallen in love with a name that’s already taken.
Start-ups & side hustles
You’ve got an idea and you’re trying to land a name you can actually use (before you splash cash on branding).
New businesses in Australia
Sole traders, companies, partnerships - anyone wanting a quick reality check across the usual Aussie hoops.
Rebrands & new products
You already exist, but you’re launching something new and want fewer naming surprises this time around.
Anyone sick of 30 open tabs
Registry checks, domains, socials, and search results shouldn’t require a full-time tab management strategy.
Quick note: Brand Drover helps you do practical checks fast. It’s not legal advice, and it doesn’t replace trade mark guidance if you’re heading into bigger territory.
A bit about me
I'm Marcus - a Perth-based product engineer who likes practical tools that people want to use, not just because they are forced to. Brand Drover is a tool that fell out of the tedious naming process where you agonise over the smallest of details where half the time you need to quickly cut names that just aren't going to work.
If you want to get in touch - feedback, ideas, bugs, or you’ve found a weird edge case - head over to the contact page.
Keen to have a squiz?
Run a name check in Brand Drover, or jump over to LookSee and see what we're building there too.
Bonus points if you tell us what you're building - we love a good Aussie start-up / side-hustle story.