If You Can’t Own It, Don’t Build on It

Once you’ve shortlisted your name options, your next step is making sure you can actually use them.
Trademark and domain clearance ensures your brand name is legally protectable, accessible online, and defensible as your business grows. Skip this, and you could face lawsuits, rebrands, or credibility issues down the road.

Why it's Important

Prevents costly legal disputes or forced name changes
Protects your brand equity as you grow and scale
Helps you secure a domain name that’s easy to remember and find
Signals professionalism to investors, customers, and press
Ensures brand consistency across platforms and regions

How to Implement

Run a basic Google search and scan for obvious conflicts
Search the USPTO (United States Patent and Trademark Office) or WIPO (for international brands) for registered trademarks
Use tools like Namechk, GoDaddy, or Instant Domain Search to check domain availability
Look up social handles on major platforms (Twitter, LinkedIn, Instagram, YouTube)
For trademarks, ensure you’re in a different class of goods or services if similar names exist
Consult a trademark attorney to run a formal clearance search
Register your trademark in the countries you plan to operate or expand into
Buy relevant domain names or close alternates (.com, .co, .io, etc.) even if not immediately used

How You Know You Got It Right

Your name does not appear in trademark databases within your category
You secured a primary domain and relevant social handles
Legal counsel confirms no high risk of infringement or conflict
You’ve registered your trademark in core markets or filed intent to use
There are no high-profile or similarly positioned brands with the same or similar name
The name passes through due diligence with investors and partners
Your brand identity and messaging can move forward without rework

Real-World Examples

Figma

Secured domain and trademark early to protect a brand that would be widely used by designers and enterprises

Canva

Simple, short, and internationally unique. The name was trademarked and domain-ready from launch

Gusto

Changed from “ZenPayroll” after securing full rights to the new brand, showing how long-term brand flexibility matters

Make It Better

Include a lawyer early in your naming process to save time later
Prioritize short, brandable domain names—even if it means adjusting the name slightly
Consider buying close misspellings or alternates to protect the brand
If your ideal .com is taken, look at creative extensions, but plan for an upgrade later
File an “intent to use” trademark if you’re still pre-launch

Don't Make These Mistakes

Falling in love with a name before checking legal and domain availability
Launching without any trademark protection
Assuming international markets don’t need trademark coverage
Using a name already associated with controversy or confusion
Ignoring spelling variations or near matches that could cause legal conflict