A brand named Sue or a brand name that won’t get you sued?
In the world of startups and entrepreneurship, choosing the right brand name can be a critical decision that can heavily impact your business.
As a brand communications and optics strategist, I’ve seen countless entrepreneurs rush into naming their brand without proper due diligence. This oversight can lead to legal troubles, brand confusion, and missed opportunities for growth.
The pitfalls of hasty brand naming
When you’re excited about your new venture, it can be tempting to quickly settle on a name that resonates with you and/or your team. You might think that securing a .com domain is enough to protect your brand identity. However, this approach is loaded with risks that can derail your startup and foundational brand before it even begins.
Beyond domain availability
While having an available domain can be important, it’s only the tip of the iceberg when it comes to authentic brand name security. Startups should consider conducting a thorough brand name discovery to ensure their chosen name isn’t already in use or trademarked by another entity. This process involves more than a simple web search; it requires deep diving into various online and offline resources.
Comprehensive brand name research
To really protect your startup’s identity, consider these first steps in your brand name research:
Incognito Searches: Use private browsing to get unbiased search results.
Trademark Databases: Check national and international trademark registries.
Social Media Platforms: Look for similar names across all major social networks.
Industry-Specific Directories: Explore niche databases relevant to your field.
Some optics of brand naming
Brand optics go beyond legal considerations. You may want to consider how your chosen name will be perceived by your target audience and within your industry. Ask yourself:
Does the name align with your brand values and mission?
Could it be easily misspelled or confused with another brand?
Does it have any unintended connotations in different languages or cultures?
Protecting your brand’s future
Selecting a brand name that truly sets you apart requires looking beyond what you love and what works for just you. It’s about finding a name that will:
Protect you from legal challenges
Differentiate you in a crowded market
Allow for future growth and expansion
As well as considering the intention and perceptions of that name
A strong brand name is an investment in your startup’s future. It should be able to withstand scrutiny in terms of compliance, comparisons, and competition.
Over just deciding on one you like and agree on, take the time, the due diligence and the effort to find out if it is a name that has the strength to stand up to the scrutiny of a brand discovery.
Think Before You Name
Before finalizing your brand name, take a step back and consider the long-term implications.
Engage in a thorough vetting process, possibly with the help of a brand strategist or legal professional.
This upfront investment may just save you from costly rebranding efforts, comparisons, brand confusion or legal battles down the road.
This can start with a series of strong questions…
Here is an example of the questions I run through with some clients: Brand Interrogation for Development
Conclusion: building a sound foundation
In the end, your brand name should be more than just a label if you want it to have the extended and explained impact.
I believe it should be a strategic asset that supports your business goals and resonates with your target audience. By taking the time to choose wisely, you can lay a solid foundation for your business and add a reassurance and stability giving your brand the best chance to grow and thrive in a competitive and oversaturated business landscape.
In the world of branding, it’s not just about avoiding a lawsuit – it’s also about creating a name that can propel your business forward in a faster and more secure and sound way.
So, will your brand be named Sue, or will it be a name that sets you up for success without the risk of being sued? The choice, and the future of your brand and its name is in your hands.
CommSphere: EnzoLor777 Marketing and Messaging Short Video Musings.
A brand named Sue or a brand name that won’t get you sued?