Picking the Perfect Trademark Name and Trademark Name Tips

Choosing the right trademark name is one of the most important things you’ll do for your business. Why? Because a strong name sets you apart, builds your brand, and helps protect you legally. But what actually makes for a good trademark? In this guide, you’ll find easy trademark name tips, tricks for coming up with unique names, and an explanation of the trademark distinctiveness spectrum to help your business stand out—and stay protected.

What Makes a Good Trademark Name?

A good trademark name is:

• Memorable
• Unique
• Easy to pronounce
• Not easily confused with competitors

One of the biggest trademark name tips: Avoid generic or purely descriptive terms that others in your field might use. The stronger and more unique your name, the easier it is to protect.

The Trademark Distinctiveness Spectrum

Not all names are created equal. In trademark law, names are ranked on a spectrum based on how distinctive they are:

1. Generic
   These are common terms for products or services, like “Milk” for milk or “Computer” for computers. These can’t be protected as trademarks.
2. Descriptive
   These directly describe a feature or quality (like “Quick Print” for a printing business). These are weak trademarks and generally hard to protect.
3. Suggestive
   These hint at a feature without describing it directly (like “Netflix” suggesting movies and internet, but not directly saying so). These are stronger and easier to protect.
4. Arbitrary
   These are real words used in unusual ways (like “Apple” for computers). These are even stronger trademarks.
5. Fanciful
   Made-up words that have no meaning except as a brand (like “Kodak”). These are the strongest and most easily protected.

Top Trademark Name Tips & Tricks

Here are some of my favorite trademark name tips:

• Focus on names that are suggestive, arbitrary, or fanciful for the best shot at protection.
• Avoid names that are generic or too descriptive.
• Do a quick trademark search to make sure your name isn’t already in use.
• Test your name—make sure it’s easy to say and remember.
• Stay away from names that sound or look similar to existing trademarks in your industry.
• Keep it short and simple, if possible.

Final Thoughts on Naming Your Trademark

A little creativity goes a long way when choosing a trademark name! If you remember to pick something unique, easy to remember, and legally strong, you’ll be well on your way to building a brand that lasts—and one that’s easier to protect. When in doubt, reach out to a trademark attorney to help guide the process and check for any potential issues.