The 60-Second Check
You have a brand name you love. Before you print merch, buy domains, and announce it to the world — spend 60 seconds checking if it's already taken.
Here's the fastest way to run a basic check across four channels.
Step 1: USPTO Database (15 seconds)
Go to the USPTO's TESS system and search your exact brand name. If there's an active registration in your industry, you have a potential conflict.
Important: TESS only catches exact matches. It won't flag names that sound similar, look similar, or mean the same thing. "Blaze Wave" won't show up when you search "BlazeWave." That's why a deeper search matters.
Step 2: Google It (15 seconds)
Search your brand name in quotes: "Your Brand Name." Look at the first page of results.
- Is there an established business using this name?
- Is there a creator or public figure with this name?
- Are there multiple entities sharing the name?
If someone else dominates the first page for your name, you'll struggle with discoverability even if there's no trademark conflict.
Step 3: Social Handle Check (15 seconds)
Search your brand name on Instagram, TikTok, YouTube, and Twitter. Are the handles available? If they're taken, check whether the accounts are active or dormant.
Taken handles aren't always a dealbreaker — but they add friction. Read our guide on claiming your social handles for strategies when your name is already claimed.
Step 4: Domain Check (15 seconds)
Search for yourbrandname.com on any domain registrar. If the .com is available, consider buying it immediately — domains get snatched fast. If it's taken, check who owns it and whether it's an active site or a parked page.
Why "Nothing Showed Up" Isn't All Clear
The 60-second check catches obvious conflicts. It does not catch:
- Phonetic matches — "Nikke" vs. "Nike" won't show up in an exact search, but it's still a trademark conflict
- Pending applications — Someone may have filed last week; it takes months to appear in all databases
- State trademarks — State-level registrations don't show up in the federal USPTO search
- Common law rights — A business using the name without registration may still have enforceable rights (learn more about common law trademark rights)
- International marks — Marks registered in other countries through the Madrid Protocol
The 60-second check is a gut check, not legal clearance. Think of it like checking the weather by looking out the window — useful, but not a forecast.
When to Go Deeper
If your 60-second check comes back clean but you're serious about the name, invest in a comprehensive search before committing. The earlier you find conflicts, the cheaper they are to deal with.
Run a free trademark search for a more thorough initial check. For a full analysis that covers phonetic similarity, industry overlap, and eight other dimensions of brand strength, get your Locrian Score.
The gap between "nothing showed up" and "legally clear" is where most branding disasters live. Don't skip the deeper check.