You found a name you love. Before you order business cards, you need to confirm nobody else owns it. Skipping this step is the most expensive mistake new founders make. Here's the complete checklist — in the exact order I'd run it.
Step 1 — Domain (.com) Availability (2 minutes)
Start here. If the .com is gone, you have to decide right now whether you'll live with .co / .app / .io — or whether to pick a different name. I recommend the second. .com is still 3x more trusted by US consumers according to GrowthBadger's 2024 domain perception study.
Use any domain search (Namecheap, GoDaddy, or our inline domain checker). If it says "taken" — move on. Don't waste time fighting for a domain someone's squatting.
Step 2 — USPTO Trademark Database (5 minutes)
Even if the .com is available, your name can still be legally unusable. Search tmsearch.uspto.gov for your exact name AND phonetic variants ("Cozy" = "Cozie" = "Kozy"). Filter by "live" marks only. If you find a match in your same industry class (e.g., International Class 43 for restaurants), you cannot use that name — full stop.
If the match is in a completely unrelated class (you're a bakery, they're software), you can probably use it, but a trademark attorney should confirm before you spend money on branding.
Step 3 — State Business Registry (3 minutes)
Each US state maintains a database of registered business entity names. Google "[your state] secretary of state business search." In most states you cannot register a business name that's identical or confusingly similar to an existing one.
Note: state registry clearance only protects you inside that one state. For nationwide protection, you need a federal trademark (Step 2).
Step 4 — Social Media Handles (5 minutes)
Check Instagram, X/Twitter, TikTok, Facebook, YouTube, LinkedIn. Tools like Namechk.com or KnowEm query all platforms in one go. You don't need exact handle parity across every platform, but if @yourname is taken on Instagram AND YouTube AND TikTok, that's a sign the name is overused — reconsider.
Step 5 — Google the Exact Phrase (2 minutes)
Put your name in quotes: "Sugar Bloom Bakery". Read the first two pages of results. You're looking for: (1) another active business with the same name, (2) any negative associations (scandals, bad reviews, lawsuits), (3) unrelated cultural meanings that might embarrass you.
Step 6 — App Stores (1 minute, if relevant)
If you plan to ship a mobile app eventually, search the Apple App Store and Google Play for your name. App store names are first-come-first-served and you can't rename an app without losing reviews.
The 17-Minute Checklist
- ✅ .com available (or acceptable alternative)
- ✅ No USPTO trademark conflict in your industry class
- ✅ State registry clear
- ✅ Primary social handles available
- ✅ Google search clean
- ✅ App stores clear (if relevant)
All six green? Register the .com today — good names get taken fast. Then file your state LLC and queue up a USPTO trademark application within 90 days.
Ready to find a name that passes all six checks? Start with our business name generator — every suggestion includes instant domain availability.