It is not easy to come up with a great new brand name, one that is bold, unique and protectable. Here are some tips:

  • Begin with suffixes, prefixes, root words, and the message to convey to consumers. Use these parts to brainstorm possible combinations and ideas. Check for domain name availability if that is important for your business.
  • Do a preliminary search of major search engines and USPTO TESS database
  • Narrow the list to several options (this is key — don’t fall in love with just one option, it will hamper decision making)
  • Consult with a trademark attorney
  • Order a comprehensive search on the top name choice(s)
  • Assess the search results (with lawyer)
  • File an ‘intent to use‘ trademark application with USPTO

For many more brand creation and protection tips, see my book: Building a Bold Brand or these other posts:


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