A name is a business decision
A trademark distinguishes the goods or services of one business from those of another. A distinctive name can be easier for customers to recognise than a description of what you sell. Before investing in packaging, signage or a website, make time to investigate the name.
Look beyond an exact match
Search for similar names as well as identical ones. Consider spelling, sound and the goods or services involved. Check the relevant official trademark register alongside everyday market research. An available domain or social handle is useful, but it is not a trademark clearance opinion.
Decide what you need to protect
Make a list of the name, logo and other identifiers you actually use. Note the products and services associated with each, who should own the application, and the markets that matter. Protection is territorial; one national registration does not automatically cover the world.
An example: a new coffee label
Imagine a fictional coffee business called “Morrow”. The founders find the domain available and start printing labels. A broader search then reveals a similar name already used for related products. A better sequence is to shortlist several names, investigate them, seek advice on any conflicts, and only then commit to the identity. This illustration is not a clearance result for that name.
Bring this to your first discussion
Prepare two or three preferred names, a plain-language description of your offering, your intended markets, and any dates when you began using the brand. Keep copies of earlier searches and any correspondence. This gives your adviser a more useful starting point than a logo alone.
Read further
General information checked against the linked sources on 22 October 2026. Rules and procedures may change. Seek professional advice before acting. Illustrative examples are not client cases.
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