A corporate name search is one of the most important tasks to be completed when you are launching your business. You need to make sure that your name has not been taken by another in the state, the quality branding can be obtained and that a trademark can be secured without infringing on another company.

But before you jump onto the Internet and start a corporate name search, be sure you understand the steps and terms of obtaining the corporate name, branding and trademark. A little leg work now will save you a lot of headaches down the road.

1. Perform a quick corporate name search to determine if the name is available within your state.

2. Consult with a branding company as part of your education in a corporate name search for beginners.

3. Speak with trademark companies as part of your corporate name search.

Action Steps
The best contacts and resources to help you get it done

Do a corporate name search and make sure the name is not already utilized

When it comes to forming a corporation name, you not only need something that is dynamic and describes your business, but you also need a name that is not already in use within your state. Each state offers corporate names searches through their government websites. Also, there are database companies that contain names found in all 50 states. You should note that national brand names, such as McDonald's, cannot be infringed upon if you plan to sell similar items. In the McDonald's case, that would mean no fast food hamburgers. However, you could still have McDonald's grocery store or McDonald's hardware store.

I recommend: Check out the website for Direct Incorporation to make sure that your desired business name is available. Click and Inc also provides a comprehensive nationwide database search.

Speak with a branding company when learning about corporate name search for beginners

Before you settle on a corporate name, you want to make sure that name will stand the test of the marketplace with whatever business you are currently engaged. Seeking the advice of a branding company about your top choices will allow you to plan ahead on what your corporate or brand name might become. This will include foresight into a slogan or motto, artwork and even associated graphics that might accompany the corporate name.

I recommend: Check out the website for Brand Identity Guru. They offer comprehensive business branding solutions for your corporate name. Brand Unity is another such company that will take your corporate name and establish artwork, campaigns and other necessary tools so that your business has a presence.

Gain advice from trademark companies as part of your corporate name search

Consulting with a trademark company will be the final piece of the puzzle as you learn about corporate names for beginners. After you've narrowed down your choice of name and obtained some preliminary art-work through your branding source, it's time to make sure that the trademark you will eventually seek is not too close to another company. The last thing you want to do is to complete the process of obtaining all of these licenses, only to find yourself in a lawsuit because a comprehensive trademark search wasn't done to find a similar company somewhere else in the country or even the world.

I recommend: Check out the website for Allmark Trademark. They provide services in obtaining trademarks as well as defending trademarks when they have been infringed upon by another corporation. Loza and Loza also offers such intellectual property solutions.

Your search for business name possibilities is crucial, as business names can be a major determining factor in your company's success and not all business names are created equal. When Shakespeare wrote, “What’s in a name? That which we call a rose by any other name would smell as sweet,” he was clearly not talking about company names. The right name can set you apart from the competition, while the wrong name can mean litigation and marketing challenges.

When running a fictitious business name search, keep an eye out for names appropriate to the type of business you run. If you run a children’s store, for example, a cute name may be appropriate. If you run a legal business, on the other hand, it likely is not. Once you have an idea for a name, you need to run a corporate name search to ensure that your business name is unique. When running a search for company name, consider:

1. Conducting an online corporate name search for fast results that narrow your company's possible names.

2. Hiring a search service for in-depth answers and protection from lawsuits.

3. Trying a domain search to get the best company URL.

Action Steps
The best contacts and resources to help you get it done

Search for business name possibilities online

Most counties have registrars or county clerk websites that allow you to search for possible company names from the comfort of your own computer, free of charge. The United States Patent and Trademark Office also allows you to search for trademarked names -- including company names -- online. Both solutions can take some time but are an easy way to narrow down your initial list of company names.

I recommend: The United States Patent and Trademark Office has an online Trademark Electronic Search System (TESS) that allows you to search the names of all registered US trademarks. The Los Angeles County Registrar-Recorder/County Clerk page allows you to search for currently registered Los Angeles-based business names.

Hire a company name search service for thorough results

Before selecting a company name, you should do much more than just run an online search for business name options. Since having another business' name can open your company up to legal problems, hiring a search service is one way to ensure that no business in your state has a similar name. In addition, you can use such services to check states where you plan to expand in the future.

I recommend: Click&Inc offers a business name check service for a nominal fee, which includes a search of up to two potential business names in any one of the 50 states. Results are available in as little as 30 minutes. For a modest fee, the BizFilings Name Check service will also run a fictitious business name search in the state of your choice.

Go online to search for corporate domain names when running your fictitious name search

Today, online branding and websites are often just as or more important for companies than brick-and-mortar business. It's a good idea, therefore, to have a URL that matches your business name exactly. One way to accomplish this is to check domain name availability before selecting your business name--if you have the option of one or two business names, always select the one that's available and register that domain at once.

I recommend: Verio allows you to easily look up availability of up to five domain names at once and register available domains immediately. Network Solutions offers an easy online form, which allows you to find online domain names and to check availability. You can instantly apply for any available domain names after conducting your search for company names.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  When running a search for corporate name options, keep in mind that the type of business as well as the proximity of business names counts. If you plan on naming your California restaurant Caro's, for example, and there is a restaurant named Caios, you could face problems. Always check for similar names as well as exact matches when running your search.