Captain BUZ's Blog
Perspectives about small business start-up, growth and success.
Protecting your business name???
May 19th, 2008
Wilbur from California wrote:
Dear Captain BUZ:
We went to a lot of trouble to figure out a good name for our business. How can we be sure that someone else won't use it?
Dear Wilbur,
The short answer is that you may be required to register your business name. In addition, you may also want to think about trademarking the name as well as consider a couple of other issues. For example:
- Why register your business name?
- How to protect name usage?
- What are the branding implications?
- How does your business name relate to your Website name?
Why register your business name?
If you are doing business under any name but your own, you are required to register with your Secretary of States office. This requirement enables people to identify who is operating a particular business.
If you are doing business under any name other than your legal name, you are required to register with your Secretary of State office. This requirement enables the public to learn who owns the business when it is called something other than your name.
To register with your Secretary of State, you have 3 basic options. You may secure the services of an attorney, do it yourself by following instructions at BUZGate Start-up FAQs, or utilize a convenient online registration service through Biz Filings
How to protect the usage of your business name?
Registering your business name is not the same as securing a trademark for your business name. A trademark is a form of intellectual property that provides you with rights about how your business name may be used and by whom.
Similar to registering your business name, you have options about how to research the name you've chosen to learn if it has already been used, and ultimately securing a trademark for your unique business name. To do this, your choices include securing the services of an attorney, doing it yourself by following instructions at BUZGate Startup FAQs, or utilizing a convenient online trademark check service through Biz Filings.
What are branding implications?
Naming your business should be a part of your overall marketing strategy. A good business name is one that your customers will remember and one that avoids confusion with other businesses that may have similar names. There are many free public sector business counseling resources that can help you to develop your marketing strategy, as well as service providers who offer assistance with marketing strategy characteristics such as branding and public relations.
How does your business name relate your Website name (domain name)?
In the process of choosing your business name, you may want to also consider how it relates to a name for your Website (called a domain name) particularly if you plan to engage in ecommerce. Ideally, the domain name is the same as your business name or some close abbreviation or other understandable contraction. Be sure to check domain name availability. When using a services such as Go Daddy, you can search availability and also receive suggestions for names If the one you choose is already taken. For example, registering the name using something other than dot com (.com), such as dot net (.net), dot biz (.biz), and others are now an option.
The objective is to choose a business name that people can relate to, remember and one that you can protect from illegal usage locally, nationally or even globally. For a further helpful perspective, read 30-Days to Business Startup.
Sincerely,
Captain BUZ
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November 05 2008
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