Fall in love with the process.

You have a dream. And you want to make it real. You can feel it, taste it and see it. You may feel excited and overwhelmed. There’s so much to do to make it real. For the purpose of this blog, I will focus on one thing; a name.

Like everything is business, naming is part science, part art. And one size does not fit all. It never does. So where do you begin? I will share a process I have been using for decades that has served me, and the businesses I have served, very well.

1. Determine your bigger idea, vision, objective.

2. Think about the brand/product/service purpose, promise and people (target audience).

3. Write down a shit ton of ideas, thoughts, words with #1 + #2 in mind.

4. Use your thesaurus, its your friend.

5. Keep narrowing down the list til a few names feel right and fits the vibe you want to emit.

6. Go to Google and search the names. Are they already being used?

7. Go to Facebook, Instagram, etc and search the names, using hashtags as well. Are they already being used?

8. If the answer to #6 + #7 are no, then go to the USPTO website and do a deep search. Are they already being used?

9. If you cannot find the name you love on the USPTO website, its time to file for trademark. I recommend using Legal Zoom.

Why does this matter?
Well, if you want to create a brand of long term value, you will want to own your marks. Passion Squared owns Passion Squared and Social Beauty Intelligence in Category IC035 which is business consulting and information services. Depending on your business ad long term vision for your brand, you would file in all the classes you want to use the mark. Legal Zoom helps with all of this.

Why does this matter?
Because you put a ton of blood, sweat, tears, time and money into crafting your brand, and the last thing you want is for someone to come and object because they own the mark in the same category you are using it in.

Why does this matter?
It’s 2017, and that means Generation C, the connected customer, searches and finds us online. Simplicity and consistency of naming not only helps our audience with recognition and recall, it helps them find us. And when they find us, they may actually do business with us.

This process takes very little time and saves so much angst as well as has the potential of adding a ton of value to your brand, long term.

If your brand includes your actual name, you may not need to trademark it, unless you are a celeb and need to protect your use of the name in commerce, but either way, you for sure will want to secure social + digital page names, such as website URL, Instagram name, etc.

And one last thing… TM/SM(service mark) means you have filed and you have a trademark pending, R means your trademark is actually registered with the USPTO.

To learn more about trademarks, Legal Zoom is an awesome resource.

Awesome businesses execute the fundamentals consistently. This is one of those fundamentals that brand owners and marketers do not skip.

Take your time. Slow, steady and strategic.

Love + Awesomeness-
Nina xo