Nowadays, building a brand is easier than ever. Protecting it is the part most people skip until it’s too late.

You do not fully own your brand because you came up with a simple logo, launched the website, or started getting traction. Ownership is paperwork, proof, and protection. It is the boring stuff that keeps your idea yours, rather than someone else’s.

Let’s make sure our community owns whatever it is we build!

Step 1: Research And Do Your Homework

Before you print cards, order merch, or spend weeks perfecting a cool tagline, put in some time to do the unglamorous homework that will make sure you don’t waste your time.

Type your name into Google and see what shows up. Not just exact matches, also look for names that sound similar or live in the same category of industry, business, or organization.

Then take it one step further:

• Check the USPTO database for registered and pending trademarks.
• Check your state business registry if you plan to form an LLC or corporation.
• Check with your city/county/state clerk’s office to see whether your desired name is already on the list of fictitious or assumed business names in your community. These names are usually unregistered trademarks of very small companies. If you find that your chosen name (or a very similar name) is listed on a local fictitious or assumed name register, you shouldn’t use it.

If you find a name that is already active in your space, choose a different name and adjust early. A small name change now can save you a full rebrand later.

Step 2: Claim Your Digital Presence

Your brand is not just a website. Your brand will appear in search results and in the social profiles, email signatures, and link previews you create. Make sure you consistently secure the basics.

Once you commit to a name, buy the domain. The easiest way is to check if a domain name is available at one of the dozens of online companies that have been approved to register domain names. A listing of these registrars can be found at the ICANN website.

Claim your handles on any social platforms where your audience will keep up with you, not all of them.

Look-a-like scams and account hacking are becoming more common. Make sure you turn on two-factor authentication, set up a password manager, and make sure your domain account is locked down.

Don’t wait until an issue arises, see it as basic brand self-defense.

Step 3: Trademark the name you are committed to keeping

Once you completed the research, you are now ready to trademark your name to secure your rights to the name! We recommend hiring an intellectual property attorney. You can also ask your local chamber of commerce for recommendations. Most people should save and budget $750–$2,500+ in attorney fees, plus USPTO filing fees starting at $350 per class. A “class” simply means the category of products or services your brand name will cover.

You can also complete the trademark registration yourself at the U.S. Patent & Trademark Office. Filing fees apply.

You are building value in a name. The trademark helps keep that value attached to you.

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If someone copied your name, your visuals, and your vibe this week, could your audience tell the difference and would you have the legal backing to protect your brand?

If not, this is your sign to start owning your brand now!