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company naming tips

Our experts share insights on naming, branding and starting a new venture.

Trap: Picking a Name That's Not Your #1 Choice.

If you select a name that was your 2nd, 3rd, 4th, 5th (or yikes) 6th or lower choice, you are sacrificing something. Keep in mind that your name is the keystone of your start-up. Don't sacrifice the success of your business on a second-tier company name.

Tip: Don't Be Different, Be Outstanding.

Any company can choose a name that's different. Your goal should be to select an uber-cool company name that stands head-and-shoulders above your competitors.

Trap: Don't Use Hyphens or Dashes in Your Domain Name.

If you use a domain name with a hyphen or a dash you're telling the world you couldn't obtain the non-hyphen domain name. Hyphens and dashes look unprofessional and will compromise your online status. They’re also incredibly difficult to communicate and you’re quite likely to be sending people to the wrong site, hopefully not your completion. Hyphens only stand as an obstacle between your customers and website!

Tip: Harmonize Your Company Name With Your Strategic Objectives.

Many start-ups fail to align their name with the key strategic objectives of their firms. A great name communicates a core message in a flash of a second.

More Naming Tips & Traps

Check back regularly for new start-up tips and traps to be avoided.

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Trademark Search USPTO Trademark Application Service

Brandings offers a trademark search and application service for mark registration with the United States Patent Trademark Office (USPTO). The service includes a trademark search, an attorney-prepared trademark application and ongoing monitoring through the registration process. This service also includes non-substantive responses to the USPTO while your application is pending, and an electronic copy of your trademark registration certificate once your mark is registered.

You'll receive ...

  • Federal Trademark Database Search
  • 50 State Trademark Search
  • Domain Name Registrations
  • Attorney-Prepared Trademark Application
  • Ongoing Monitoring Throughout Registration Application Process
  • Electronic Trademark Registration Certificate (Upon Issuance)

Fee Structure:

$1,995 (Flat Fee Trademark Search Application Service)

$275 to $375 (USPTO Filing Fee) Government filing fees apply per mark, PER class of goods or services. Filing fees are charged when your application is filed with the USPTO.

And now for the stuff our lawyers want us to include: Brandings makes no representation as to the suitability of a brand name with application in a particular industry or market or for use in a category of good or service articulated in the International Classification of Goods Services. The decision to grant a trademark application is made at the sole discretion of the USPTO. Brandings will make every effort to advocate for a successful USPTO outcome. Brandings cannot and does not guarantee USPTO mark registration. Clients and prospective clients are strongly encouraged to seek counsel to determine suitability and all trademark registration related matters.


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