What's in a brand?

Forming a corporation or LLC is one step in the development and protection of a brand. Protecting your company name with the Secretary of State in which your corporation or LLC is formed does not necessarily mean that your trademark or brand name is avaiable on a nation-wide basis.

If you’re building a brand, which may go beyond the formation of a corporation or LLC, then considering a trademark search is a good way to go. A good example is our own company. Our corproate name is “My Corporation Business Services, Inc.”, but our brand name is “MyCorporation.com.” We do business under our brand name, it’s simpler, it’s more catchy, and it’s more well known. For that reason, we made sure the name was available on a nationwide level – that it can be used without conflicting with another company.

To evaluate whether there are other companies using your brand, a trademark search is the way to go. It’s a great first step in the process because it’s better to make sure the brand name is available before you invest in the brand only to discover it’s already in use.

A brand can be a company’s biggest asset – look at Amazon, Nike, McDonands. It’s often not the products, but the brand names with which we are familiar. Familiarity often results in customer loyalty, and it all starts with the brand.

Is my Corporate/LLC Name Protected?

Customers often inquire whether the reservation and filing of a corporation protects the name of the business. While it may protect the business name with the Secretary of State in the state where the corporation or LLC is filed, it does not necessarily protect the name as a trademark.

Trademarks can include any words, phrases, symbols or designs that identify and distinguish the source of the goods. There are numerous advantages to securing federal registration of a trademark. Perhaps the most important advantage is that federally registered trademarks are national in scope, regardless of the actual geographic use of the mark. Hence, trademark protection will protect your business name, which is distinct from filing for a corporation or LLC with the Secretary of State.

To find out more about trademark registration and the advantages of trademark protection, click here.