The short answer
Name, identity and branding is how you pick a business name you can legally use and then give it a clear look, voice and promise. It starts with searching the name, checking trademarks and locking in the domain and social handles. A clean, protected name saves you from a forced rename after you have paid for signs, trucks and a website.
Key Points
The three things to take away.
- 1
Search the name first
Search your top name ideas before you get attached to any of them. Check your state's business entity search on the Secretary of State website, a plain Google search, Google Maps in your area and the major social platforms.
Look for businesses with the same or a very similar name, especially in your industry or nearby. Also check that a matching .com domain is available or close to it. A name that is easy to say, easy to spell and not already in use locally will save you trouble with customers and with search engines.
- Search your state's business entity database
- Search Google, Google Maps and social sites
- Check if a matching domain is available
- Say the name out loud to test it
- 2
Trademark check
Search the federal trademark database at USPTO.gov to see if someone already owns a similar mark for similar services. Your state may also keep its own trademark list, so check there too.
A registered business name with your state does not give you trademark rights. Another company with an earlier trademark could force you to stop using a name, even if your state let you register it. If your search turns up anything close, talk to a trademark attorney before you spend money on signs, vehicles or a website.
- Search the USPTO trademark database
- Check your state's trademark records
- Look for similar names in similar trades
- Ask a trademark attorney if anything is close
- 3
Lock in the name
Once your name passes the checks, claim it everywhere the same day. Register the domain in an account you own, file the business name with your state or county as required, and reserve matching handles on the social platforms you plan to use.
Use a business email address on your own domain rather than a personal email account. It looks more professional and keeps you in control. Keep all logins in a password manager under the business, not under an employee or a web designer, so you never lose access to your own name.
- Register the domain in an account you own
- File the name with your state or county
- Reserve matching social media handles
- Store every login in a password manager
- 4
Brand promise and voice
Write a short brand promise that tells customers what they can count on from you every time. For example, on time and cleaned up before we leave. Keep it simple enough that every worker can remember it and act on it.
Then decide how your business sounds. Pick a few words that describe your voice, such as friendly, plain and straight to the point. Use that voice on your website, Google Business Profile, emails and phone calls. A promise only works if the way you talk and the work you do both back it up.
- Write a one-line brand promise
- Pick three words that describe your voice
- Share both with everyone who works for you
- Check your website copy matches the voice
- 5
Look and consistency
Set a simple visual style and use it the same way everywhere. Choose a logo, two or three colors and one or two fonts. Put them on a one-page style sheet so anyone making a sign, shirt or web page gets it right.
Consistency also means your name, address, phone number and hours read the same on your website, Google Business Profile, Bing Places, Apple Business and every directory. Search engines and customers both trust a business more when the facts match. Use real photos of your work and team instead of stock images.
- Pick a logo, colors and fonts
- Make a one-page style sheet
- Match name, address and phone everywhere
- Use real photos of your work and team
- 6
Register and maintain marks
If your name or logo is central to your business, consider registering it as a federal trademark with the USPTO. Registration gives you stronger rights to stop others from using a confusingly similar mark for similar services across the country.
A trademark attorney can tell you whether your mark is strong enough to register and handle the filing. After registration, the mark needs periodic upkeep filings to stay active, so put those on your compliance calendar. Watch for copycats in your area and online, and ask your attorney what to do if you find one.
- Ask an attorney if your mark is worth filing
- File with the USPTO if it makes sense
- Add upkeep filings to your calendar
- Watch for copycat names in your trade
Mistakes to avoid
- Ordering signs and truck wraps before checking for trademark conflicts.
- Letting a web designer or employee own the domain or social accounts.
- Using slightly different names or phone numbers on different listings.
Common questions
How do I check if a business name is available?
Search your state's business entity database on the Secretary of State website, then search the USPTO trademark database. Check Google, Google Maps, social platforms and domain availability too. A name should be clear in all of these before you use it.
Does registering my LLC name protect it as a trademark?
No. State registration only keeps another company from registering the exact same name in that state. Trademark rights come from use and from federal or state trademark registration.
Do I need to trademark my small business name?
It is not required, but it can be worth it if you plan to grow or your name is a big part of your value. A trademark attorney can tell you if your name is strong enough to register. Many small local businesses never file one.
Why does my business information need to match everywhere online?
Matching facts help customers trust you and help search engines confirm you are a real business. Mismatched names, addresses or phone numbers can confuse both. Use one exact version on every listing.
General information only, not legal, tax or financial advice. See the Disclaimer.