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Trademarks and Business Names

Trademarks and Business Names

Naming a business can be a creative challenge, but it’s worth the time to really explore potential names to maximize trademark protection and ensure that your name helps rather than hurts your business. For one, you want to make sure you’re not using another company’s trademark. Not only will it expose you to legal action, but changing business names can really set you back in terms of getting recognized by customers. And by not trademarking your name, you risk having your brand diluted by other uses of that name.
When naming your business, keep these three ideas in mind – Is the name available and not currently used by someone else? Can the name receive trademark protection? If you plan on making a website, is the name available as a domain name?

Why You Should Get a Trademark

The U.S. Patent and Trademark Office (USPTO) defines trademark as a word, phrase, symbol or design, or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others. A service mark is the same as a trademark, except that it identifies and distinguishes the source of a service rather than a product. Together, they may be referred to as “marks” generically.
Simply put, trademark protection gives you the exclusive rights to use a name. Having this protection is extremely important because it allows you to establish a brand and reputation for your business, separating you from your competitors. If someone tries to use a business name that is confusingly similar to your own trademarked name, you can prevent them from using that name and seek damages for any harm done.

How to get Trademark Protection


To be protected, a trademark needs to be distinctive. There are many ways to be distinctive when naming a business. For example, a word may be fanciful (redbull for an energy drink), arbitrary in the context it is used (amazon for a bookseller), made up or purposely misspelled (google) or suggestive of the underlying product (slate for an online magazine).
Trademarks do not need to be registered to gain protection, they simply need to be used. Although registration with the U.S. Patent and Trademark Office (USPTO) is not required, it is advisable because it greatly strengthens your claim to a trademark if a dispute arises down the road.

Choose a Unique Name

Choosing a distinctive name that conveys what your business does without using generic terms can be very difficult, so here are a few ideas to get you started.

Keep it simple : ideally, you want your name to be as simple as possible, especially if you plan on making a website with the name. You want to create a name that is simple to remember and potentially simple to type as well. Try to avoid making long, complex names and avoid using any easily misspelled words. Make it unique : this is the real challenge for most people when naming their business. You want your name to be unique, because the more unique it is, the more likely you are to receive trademark protection and avoid any potential infringement claims. On the other hand, you want it to relate in some way to your business and to tie in to whatever it is you are offering, which typically involves keywords that are not unique at all. Striking this balance is the essence of finding a good name for your business.

Don’t limit new business : avoid choosing a name that is so restrictive that you will be unable to expand your business. For instance, if you created Bob’s High Heels, and you want to start making sandals, your name is so specific that you may find it difficult to attract customers to your new sandals. Talk to family, friends and your professional contacts about any proposed name to see what they think. You may be surprised at the reaction to some names! It’s better to find out now rather than after you’ve spent a lot of money creating signs and stationery for your new enterprise.

Make a list of existing businesses that you respect and see if they seem to have anything in common. Maybe they’re all fanciful names, or maybe they’re all more conservative names – either way it will give you an idea for what kind of name you prefer. Finally, don’t choose anything too trendy, since your business name will still need to sound good in twenty years.
Avoid generic words and geographic names : try to avoid extremely generic words standing alone in your name, such as “shoes” if you are a shoe company (eg, Bob’s Shoes). Also avoid using generic geographic names, such as California, because you are less likely to be able to register names with a geographic reference for trademark protection. Note that one way around this is to add something else to the name in an attempt to make it more unique. Any one of these words is generic on its own, but the combined name is unique and still conveys the meaning of the business.

Trademark and Business Lawyer Free Consultation

When you need legal help, call Ascent Law for your free consultation (801) 676-5506. We want to help you.

Michael R. Anderson, JD

Ascent Law LLC
8833 S. Redwood Road, Suite C
West Jordan, Utah
84088 United States

Telephone: (801) 676-5506

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Michael Anderson

About the Author

People who want a lot of Bull go to a Butcher. People who want results navigating a complex legal field go to a Lawyer that they can trust. That’s where I come in. I am Michael Anderson, an Attorney in the Salt Lake area focusing on the needs of the Average Joe wanting a better life for him and his family. I’m the Lawyer you can trust. I grew up in Utah and love it here. I am a Father to three, a Husband to one, and an Entrepreneur. I understand the feelings of joy each of those roles bring, and I understand the feeling of disappointment, fear, and regret when things go wrong. I attended the University of Utah where I received a B.A. degree in 2010 and a J.D. in 2014. I have focused my practice in Wills, Trusts, Real Estate, and Business Law. I love the thrill of helping clients secure their future, leaving a real legacy to their children. Unfortunately when problems arise with families. I also practice Family Law, with a focus on keeping relationships between the soon to be Ex’s civil for the benefit of their children and allowing both to walk away quickly with their heads held high. Before you worry too much about losing everything that you have worked for, before you permit yourself to be bullied by your soon to be ex, before you shed one more tear in silence, call me. I’m the Lawyer you can trust.