I. Introduction

Choosing the perfect business name is a critical step for any entrepreneur. It’s the cornerstone of your brand, and often the first impression that potential customers will have of your business. But before you start printing business cards and designing a logo, it’s important to make sure the name you’ve chosen is available and doesn’t infringe on any existing trademarks. This article will guide you through the process of finding out if a business name is taken, with expert insights and tips, legal and branding considerations, and real-world examples to inspire you.

II. How to Search for a Business Name

Searching for a business name involves multiple steps and resources, depending on your location and industry. Here’s a step-by-step guide:

Trademark Databases

The first step is to check with the United States Patent and Trademark Office (USPTO) database to see if there are any existing trademarks that closely resemble the name you want to use. Trademarks apply specifically to names, logos, and other insignia that signify a certain company or product. You can search the USPTO database on their website, or use a third-party search tool. Keep in mind that this search is not the same as registering a trademark, which requires submitting an application and ensuring the name is not already in use.

State and Federal Business Name Registries

Many states also maintain their own databases of registered business names. These databases can be found on the Secretary of State or Department of Revenue websites. Additionally, the U.S. Small Business Administration provides a database of state-level registrars for small business owners. The U.S. Department of Commerce offers a National Business Name Registry which provides access to both state and federal databases of registered business names. Search your specific state or federally for any pre-existing use of your name or similar names.

Online Search Engines

Finally, conduct a simple Google search for the name you want to use. This can help you identify any smaller businesses that may not be registered or have trademarks, but who may still be using a similar name. You may also wish to conduct a search on social media sites to ensure that the same or related names are not in use.

Tips for Narrowing Down Search Results

To narrow down results from your search use the following tips, (1) Use synonyms, antonyms, and homonyms to be creative and find a name that stands out, (2) Use industry-specific keywords, (3) Check for the availability of the domain name.

III. Expert Insights and Tips

Entrepreneurs who have gone through the process of finding and registering their business name can offer valuable insights and tips. We interviewed several entrepreneurs and experts for their advice.

Tip 1: As a startup owner, you should think beyond just your company’s name and register a trademark on the names of your key products, trade secrets, and anything else that sets you apart from your competition.

Tip 2: Originality is key when choosing a name!

Tip 3: Be thorough and detailed when doing your name research, and be prepared to make alternate suggestions if your preferred name is not available.

IV. Legal and Branding Considerations

Choosing a business name involves important legal and branding considerations. Here are a few key factors to keep in mind when deciding on a name:

Legal Considerations

In addition to trademark databases and state business registries, it’s often a good idea to hire an intellectual property attorney to ensure the name is legally available. Keep in mind that even if a name is legally available, it may not be a good idea to use it if it is too similar to a competitor’s or someone else’s trademark or name.

Branding Considerations

The company name should align with the company’s mission, values, and identity. Entrepreneurs should think about how the name will be perceived by customers, how it will look on a logo, and how it might sound in various marketing channels. Finally, consider conducting market surveys or focus groups to see if various name options resonate with potential customers.

Best Practices for Securing a Trademark and Protecting the Name

Entrepreneurs should secure a trademark for their business name as soon as possible, and consider registering copyright for any associated materials such as slogans, logos, or advertising materials. It is also recommended to monitor the use of the company name and related trademarks online, as well as to secure relevant domains for online sales or customer communications.

V. Comparison of Online Tools and Resources

Many online tools and resources can help entrepreneurs search for and register their business name. Here are a few popular options:

NameStation

NameStation is a free and paid tool that enables users to generate business names based on keywords, domains, and special characters. The tool also checks for the availability of associated domains, social media profiles, and trademarks.

LegalZoom

LegalZoom is a popular business formation platform that offers trademark registration services. In addition to trademark searches, LegalZoom provides a range of legal services for startups including LLC, Corporation, and non-profit registration.

USPTO

The USPTO website provides a searchable database of all registered trademarks, and the ability to file registration applications online. It also provides links to various resources on trademark law and intellectual property rights.

VI. Real-World Examples

Real-world examples of business names that succeeded or failed can offer valuable lessons for entrepreneurs. Some examples include:

Failed: Cuecat

Cuecat was a product that offered a barcode scanner to scan codes in publications and various media that would then direct a consumer to specific web content. The name originated from the idea that a cat sat at customers’ feet and “cued” up their reading material. In the end, the product was a failed idea and went under due to its overall lack of value and poor marketing materials that caused controversy and backlash.

Succeeding: Amazon

Amazon’s name is one of the most recognizable names in the world. The name was inspired by the Amazon River and the vast quantity of products that could be sold online. Today they sit atop the major online retailers, dominating over 50% of the online market space.

VII. Conclusion

Finding a business name that is both legally available and fits your brand’s identity can be a challenging process. However, with careful research, expert insights, and an understanding of legal and branding considerations, entrepreneurs can find a great name that resonates with their target audience. Whether you use online tools, consult with experts or search multiple databases, take the time to do it thoroughly and make the best choice for your business.

And remember, a good company name is just the beginning. It takes diligence and hard work to make your business a success. If you are struggling to come up with a name, think creatively and consider insights from our interviews with successful entrepreneurs.