Summary
Before committing to a product or name, invest time in domain searches, trademark verification, online and e-commerce audits, and state-level business name checks.
Naming your company or product is one of the most important decisions you’ll make as an entrepreneur. A name isn’t just a label; it’s your brand identity, market presence, and legal foundation. Before printing business cards or purchasing a domain, take the time to ensure the name you choose is not only available but also strategic.
Here are five critical things to do before naming your company or product.
1. Conduct a Domain Name Search
Your domain name is your digital storefront. A great name loses value if the domain is taken or associated with irrelevant or inappropriate content.
Use domain registrars like GoDaddy, Squarespace, or Google Domains to see if the domain you want is available. Ideally, you’ll want the .com version of your brand name, as users still perceive it as the most credible (Moz, 2022).
Tip: Secure similar domain variants (e.g., .net, .co, misspellings) to protect your brand.
2. Perform a Trademark Search
A name might be clever, catchy, and available as a domain, but using it could land you in legal hot water if it’s trademarked.
A search of the U.S. Patent and Trademark Office (USPTO) database (TESS) for existing trademarks is crucial. Look for exact matches and “confusingly similar” names, especially in your product or service category.
Why it matters: If someone else holds a trademark, you risk lawsuits, rebranding costs, and customer confusion. According to the International Trademark Association, legal disputes over brand names can cost tens of thousands of dollars in litigation and lost brand equity.
3. Do a Google Search
Performing a Google (or other internet) search may seem simple, but it often gets overlooked. Type your proposed name into Google and analyze the results that appear. Are there companies or products with similar names? Is the name associated with negative press, controversy, or unrelated industries?
Use quotes for exact-match results (e.g., “EcoSprout”) and scan the first few pages of the results. A saturated search result can mean fierce SEO competition or brand confusion.
SEO Tip: A unique name can improve your ranking on Google’s first page for branded searches. That’s essential for discoverability and credibility.
4. Search on Amazon and Other E-commerce Platforms
Amazon should be your next stop if you sell products, especially in the consumer goods sector. Search for your name or related keywords on Amazon to ensure the name isn’t already in use, or worse, associated with low-quality goods.
Also check Etsy, eBay, and niche platforms like Chewy (for pet products) or Houzz (for home goods). A duplicate or overly generic name can confuse customers and limit your brand’s growth.
Pro Insight: Many shoppers search directly on e-commerce platforms. If your name is already listed, customers might mistakenly buy from your competitor.
5. Check with the Secretary of State
Before registering your business, ensure your desired name is available in your state. Search the business entity database at your state’s Secretary of State (SOS) website. By checking the SOS site, you can ensure that you can legally register the business under that name.
For example, visit the North Carolina Secretary of State’s Business Search if you’re in North Carolina. Each state has its portal, but most are simple to navigate.
Legal Reminder: Even if a name isn’t trademarked nationally, it might be registered in your state, making it off-limits for legal business registration.
Take Care Naming Your Business
It is essential to choose the right name. It is a crucial step in building a successful brand. Before committing, invest time in domain searches, trademark verification, online and e-commerce audits, and state-level business name checks. Following these steps can save you from legal issues, branding confusion, and costly rebranding efforts.
Your name should reflect your vision and be defensible in the market. Success starts with a solid foundation. Your name is the cornerstone of that structure.