Choosing a brand name is one of the most exciting—and risky—decisions you'll make. Get it right, and your name becomes a powerful asset. Get it wrong, and you could face an expensive, painful rename just as you're building momentum.

At Tanj, we've named everything from global tech platforms to consumer products. And one truth we see again and again, is this:

Great brand names don't just sound good. They survive trademark screening. We can’t emphasize this enough: If the name you love isn’t legally available, it isn’t a great name.

This guide is your go-to resource for understanding trademark screening for brand names—what it is, why it matters, how to do it properly, and how to avoid the most common naming mistakes that derail launches.

Whether you're figuring out how to name a company, how to rename a product, or evaluating names with a brand naming agency, this guide will walk you through the process step by step.


What Is Trademark Screening?

A brand name is not just a word. It's intellectual property.

Trademark screening is the process of checking whether a name is already in use—or too close to something already in use—in a way that could cause legal conflict, marketplace confusion, or both.

Names are trademarks. Trademarks are property. Don't mess with other people's property.


When Trademark Screening Should Happen

One of the biggest misconceptions about naming is when to bring trademark considerations into the mix.

Trademark screening should not:

  • Happen after you've emotionally committed to one name
  • Be left until after launch
  • Be treated as a quick yes/no checkbox

Trademark screening should:

  • Happen after you generate a broad set of names
  • Be used as a filter, not a creativity killer
  • Progress from light screening → deeper screening → full legal review

At Tanj, we typically generate hundreds—sometimes thousands—of name candidates before narrowing down to a shortlist that can realistically survive screening.


The Three Levels of Trademark Screening

Not all screening is created equal. A smart naming strategy uses layers.

1. Preliminary (Internal) Screening

This is the first pass—and the one most teams can do themselves.

USPTO Search (U.S.)

For U.S.-based brands, start with the U.S. Patent and Trademark Office's trademark database.

What to look for:

  • Exact matches
  • Similar spellings
  • Similar sounds
  • Names used in related categories

If a name is already registered in your category, it's best to move on unless you have deep pockets and/or acquisition ambitions.

Google Search

Next, do a simple Google search:

  • Name alone
  • Name + category keyword (e.g., "NAME software")

Review the first few pages carefully. If you see multiple companies using the same or similar name in your space, that's a red flag.


2. Linguistic & Market Screening

Legal clearance isn't the only risk.

Foreign Language Checks

Especially for coined or abstract names, you'll want to make sure your name doesn't mean something unintended (or offensive) in other languages.

This step is critical even for domestic brands—thanks to the internet, every brand is global now.

Marketplace Confusion

Ask yourself:

  • Would customers confuse us with another brand?
  • Does this name feel diluted or generic?
  • Will it be hard to own in search results?

A name can be legally available and still strategically weak.


3. Full Legal Screening (Attorney-Led)

Once you've narrowed your list to 2–4 strong finalists, it's time to bring in a trademark attorney for a comprehensive search.

This typically includes:

  • Federal and state trademarks
  • Common-law usage
  • Industry-specific conflicts
  • Risk assessment (not just pass/fail)

This is where confidence comes from—and where smart naming decisions are finalized.


Trademark Screening and Naming Strategy Go Hand in Hand

Trademark screening doesn’t happen in a vacuum.

A strong naming strategy ensures you're screening names that:

  • Align with your positioning
  • Differentiate from competitors
  • Leave room for future growth

Names must map back to strategy—not personal preference or familiarity.

If you're unclear on:

  • What you're naming
  • Who it's for
  • Where it needs to stretch

...you'll waste time screening names that were never right to begin with.


Common Trademark-Related Naming Mistakes

Here are the pitfalls we see most often:

× Falling in love too early

Teams emotionally commit to a name before screening—and then try to "make it work" legally.

× Creating too few names

If you only generate 10 names, screening will wipe out most of them. Volume matters.

× Assuming real words are "safe"

Real dictionary words are usually harder to trademark, not easier.

× Treating trademark as binary

Trademark clearance is about risk, not guarantees. It's a strategic decision.

× Delaying screening until launch

This is how companies end up rebranding under pressure.


Brand Name Examples: What Survives Screening (and Why)

Strong names that survive trademark screening often share these traits:

  • Distinctiveness
  • Clear differentiation within their category
  • Strategic alignment with brand meaning

Examples include:

  • Google (highly distinctive, coined)
  • Apple (real word, but abstract in category)
  • Hightail (flexible rename from YouSendIt)
  • Verizon (created to own new territory)

Each of these names wasn't just creative—it was defensible.


Product Name Checklist: Trademark Edition

Before moving forward with any brand or product name, ask:

✔️ Have we run a USPTO search?

✔️ Have we checked Google results for category overlap?

✔️ Have we evaluated dilution and confusion risk?

✔️ Have we screened for foreign-language issues?

✔️ Have we short-listed names that align with strategy?

✔️ Have we budgeted for full legal screening?

If you can't check all of these boxes, it's not time to launch yet.


Should You Work With a Brand Naming Agency?

If trademark screening feels intimidating, that's normal.

A seasoned brand naming agency doesn't replace attorneys—but it dramatically improves your odds before legal costs pile up.

At Tanj, we:

  • Generate names with trademark viability in mind
  • Eliminate obvious conflicts early
  • Build shortlists that balance creativity, strategy, and risk
  • Collaborate closely with trademark counsel

The goal isn't just to find a name you love. It's to find a name you can own.


Final Thoughts: Confidence Comes From Doing the Work

Naming is hard. Trademark screening makes it harder—but also smarter.

When you:

  • Create enough names
  • Screen them properly
  • Anchor decisions in strategy
  • Accept that no name is risk-free

...you can move forward with confidence.

And confidence is everything.

If you're navigating how to name a company, how to rename a product, or want expert guidance from a brand naming agency, we're always happy to help.