{"id":5472,"date":"2016-04-04T10:47:58","date_gmt":"2016-04-04T15:47:58","guid":{"rendered":"https:\/\/content.findlaw-admin.com\/ability-law\/smallbusiness\/starting-a-business\/naming-a-business.html"},"modified":"2026-05-29T12:11:00","modified_gmt":"2026-05-29T17:11:00","slug":"naming-a-business","status":"publish","type":"page","link":"https:\/\/www.findlaw.com\/smallbusiness\/starting-a-business\/naming-a-business.html","title":{"rendered":"Business Names and Trademarks"},"content":{"rendered":"\n
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Business Names and Trademarks<\/h1>\n\n
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\n By Amber Sheppard, Esq.<\/a> | Legally reviewed by Catherine Hodder, Esq.<\/a>\n | Last updated\n
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Editorial Note: We earn a commission from affiliate partner links on FindLaw. Commissions do not affect the editorial integrity of our legal content.<\/p>\n\n <\/div>\n \n

\n \n <\/i>\n Legally Reviewed\n <\/summary>\n\n
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This article has been written and reviewed for legal accuracy, clarity, and style by FindLaw\u2019s team of legal writers and attorneys<\/a> and in accordance with our editorial standards<\/a>.<\/em><\/p>\n\n <\/div>\n <\/details>\n\n

\n \n <\/i>\n Fact-Checked\n <\/summary>\n\n
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The last updated date refers to the last time this article was reviewed by FindLaw or one of our contributing authors<\/a>. We make every effort to keep our articles updated. For information regarding a specific legal issue affecting you, please contact an attorney in your area<\/a>.<\/em><\/p>\n\n <\/div>\n <\/details>\n<\/section>\n\n\n

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A business name or trade name is a word, phrase, or design used to identify a company and legally distinguish its goods or services from competitors. A trademark is a legal protection for a brand identifier (such as a name or logo) used on goods and services.<\/p>\n\n <\/div>\n\n\n\n

Brainstorming potential company names<\/span> is important for a small business<\/span>. It helps a startup<\/span> maximize trademark protection<\/span>, but\u00a0crafting a creative business name<\/span> can be a challenge. Entrepreneurs should make sure their great business name<\/span> helps them rather than hurts their business.<\/p>\n

When you choose a business name<\/span> for your company, it cannot infringe on\u00a0another company\u2019s trademark<\/a>. Not only will it expose a small business<\/span> to legal action, but changing business names<\/span> also forces entrepreneurs to rebrand. It hurts the brand identity<\/span> and recognition by target audiences. Alternatively, not trademarking<\/span> your catchy business name<\/span> risks having your brand diluted by someone else using it.<\/p>\n

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How To Come Up With a Business Name<\/span> You Can Trademark<\/h2>\n

When naming your business, keep these three ideas in mind:<\/p>\n