Incorporation  |  Trademarks  |  Trade Secrets

What's in a Name?

While a rose by any other name, might smell as sweet – a McDonald’s hamburger is worth a lot less without that name. The basic law of business names is that whoever uses a name first in a marketplace has the right to that name and can stop anyone else who uses a similar name.

Sounds simple, right? In practice it’s downright confusing. First you have to make sure you don’t step on anyone else’s toes, and then you want to protect your name from people who come later. This is complicated by the fact that there is no one master list of all business names. Not even Google catches them all.

A well protected name can add value to your business, while a poorly thought out name can result in huge problems and expense. But not all companies need the same type of protection. I can help come up with a plan that is appropriate for your business, whether it's just starting out, or been around for a while.

Where to go from here ...

Click here to read about why Google searches have streamlined trade name searches, but also provide a trap for the unwary.

Click here to read why, even if your last name is legally McDonald, you can't open a hamburger stand with your name on it, and other amusing trade name stories.

Click here to learn how to lose even a registered trademark.

Or if you've started your business, go to the Growth section to see how I help established businesses, or if you're looking for investors or planning on selling your business, check out the Transitions section.