If you’re starting a company, this is the unglamorous step you cannot skip. Before you fall in love with a name, print business cards, or buy a domain, you need to know one thing: can you actually use it?
Checking if a company name is taken is about more than a quick Google search. Done right, it protects you from lawsuits, forced rebrands, and wasted momentum.
Start With a Trademark Reality Check
Names are trademarks. Trademarks are property. And you don’t want to build your brand on someone else’s property.
If you’re operating in the U.S., start with the USPTO trademark database. Search your exact name and close variations. If the same name exists in the same or a closely related category, consider that name dead. If it’s not the exact same name (think same pronunciation but different spelling, or just a slight variation) but could be easily be confused by a consumer, that’s also not great.
This is where many DIY naming efforts go wrong. A name doesn’t have to be identical to be a problem. If it creates confusion in the market, it’s risky.
Then Do a Smart Google Search
Next, search the name alone. Review the first two or three pages, not just the top result.
Then search the name plus your category, like “name + software” or “name + fintech.” If you see companies operating in similar spaces under the same or similar names, that’s a warning sign.
A name doesn’t need to be trademarked to create real-world conflict.
Check Domain Availability, But Don’t Obsess
Yes, the .com matters. But it’s not the only factor.
Check the exact domain first. If it’s taken, explore smart modifications like adding a descriptor or a short word. Many strong brands do this successfully.
What matters most is whether the name itself is protectable and distinctive. A perfect domain won’t save a weak or legally risky name.
Don’t Forget Linguistic and Cultural Checks
Especially for coined or abstract names, run basic linguistic checks in key languages. You’re not just looking for offensive meanings. You’re looking for awkward, unintended ones that could undermine credibility.
Global exposure happens faster than you think.
When to Bring in a Naming Agency
If the name matters to your growth, this is where a professional naming agency earns its keep. Brand naming services don’t just generate ideas. They help you avoid names that look available but aren’t viable.
If you want to move fast and sleep at night, expert screening is not optional.
If you’re unsure whether your name is truly clear, a naming company can help assess risk before it becomes expensive.
Ready to sanity-check your shortlist? Talk to a brand naming agency at https://tanj.co/contact.