1. A plain web search
Start with the fastest check. Search the name in quotes, then the name plus your industry, then the name plus your city. Look at maps listings and social media too. If a similar business already uses the name, especially nearby or online in your field, move on now.
2. Trademark records
In the United States, search the free USPTO Trademark Search for the name and for close variations. Focus on results covering goods or services related to yours. Our trademark basics guide explains how to read the results. Remember a clean search is a good sign, not a guarantee.
3. State business records
If you will form an LLC or corporation, your state requires the legal name to be distinguishable from entities already on its register. Every Secretary of State (or equivalent office) has a free business entity search on its website. If you plan to operate under a different public name, look up your state's DBA, assumed name or fictitious name rules too; in some states these are filed at the county level.
4. Domain and social handles
Check the .com and any other domain endings you want. The generator links every name to a domain search at Hostinger (a partner link). Then check the social platforms you will use. Our handles guide lists the character limits on each platform.
Keep a record
Write down what you searched, where and when, with screenshots. If a dispute ever arises, notes showing you searched in good faith can be useful, and they save you repeating the work for your final three names.
Secure it in the right order
Once a name passes, move quickly: domain first (it is cheapest and fastest to lose), then social handles, then your state registration or DBA, then a conversation with a trademark attorney about filing.
This guide is general information, not legal advice. Requirements differ by state and country.
What counts as "too similar"
An exact match is easy to spot. Similar names are harder. When you review search results, look for names that:
- sound the same even if spelled differently,
- differ by one letter, a plural or a space,
- translate to the same meaning,
- share a distinctive core word with a different descriptor (for example the same unusual word followed by "Bakery" versus "Cafe").
If any of those belong to a business in a related field, treat it as a serious concern. The closer the businesses, the less similar the names need to be to cause trouble.
Local and online businesses
A single-location service business mainly needs to avoid confusion in its area and online, where customers search. An online business sells everywhere at once, so similar names anywhere in your country (and in your main export markets) matter more. Plan your search to match how far your customers come from.
How long the checks take
For one name, a web search takes a few minutes, a basic trademark search ten to twenty minutes, a state business search a few minutes, and domain and handle checks a few minutes more. Running all four on a shortlist of five names is an afternoon of work. That is small compared with the cost of renaming later.
What to do with the results
| What you found | Suggested next step |
|---|---|
| Nothing similar anywhere | Secure the domain and handles, then consider a professional trademark search before investing heavily. |
| Similar name in an unrelated field | Possibly fine. Consider whether customers could connect the two, and get advice if unsure. |
| Similar name in your field, far away | Risky, especially if they have a registered trademark or you plan to sell online. |
| Similar name in your field, nearby or online | Choose another name. |
| Only the .com is taken, by an unused page | Consider a domain workaround or an offer, after checking trademarks. |
A one-page availability worksheet
Copy this table into a document or spreadsheet and fill in one row per finalist. It keeps your results in one place and makes the final comparison easy.
| Check | Where | What to record |
|---|---|---|
| Web search | Search engine and maps | Any similar business, its location and field |
| Trademarks | USPTO Trademark Search (US) | Similar marks, their classes and status |
| State records | Secretary of State business search | Exact and similar entity names |
| Assumed names | State or county DBA records | Local trade names that match |
| Domain | Any registrar | .com status, alternatives, renewal price |
| Handles | Each platform you plan to use | Available or the closest consistent option |
| App stores or marketplaces | Where you will sell | Similar product or shop names |
A note on DBAs and trade names
If you operate under a name other than your own legal name (or your LLC's or corporation's legal name), most states require you to register it as an assumed name, trade name, fictitious business name or DBA. Some states handle this at the state level, others at the county level, and a few have both. Registering a DBA lets you use the name legally and often lets you open a bank account under it, but like an LLC registration, it does not give you trademark rights.
Common checking mistakes
- Searching only the exact spelling. Variants and sound-alikes matter as much.
- Stopping at the domain. An available .com says nothing about trademarks.
- Treating a dead website as an abandoned name. A business can still hold rights in a name even if its website is outdated.
- Checking once and waiting months. Names can be registered by others while you decide. Secure your choice promptly once it passes.
- Relying on a generator's suggestion as a check. Name generators, including ours, produce ideas only. They do not verify availability.
If you sell internationally
An online business may need to look further than its own country. Search the trademark offices of your largest markets, check that the name has no unfortunate meaning in the main languages there, and check country domain endings if you plan local sites. The World Intellectual Property Organization runs a free Global Brand Database that searches trademark records from many national and regional offices at once, which is a useful first look before you consult local professionals.
Why the order of checks matters
The checks in this guide are ordered from fastest to slowest. A two-minute web search often rules a name out before you spend twenty minutes on trademark records. Running the cheap checks first on your whole shortlist, and the slower checks only on survivors, can save hours. The exception is securing what you decide on: once a name passes everything, register the domain immediately, because it is the easiest piece for someone else to take.
What a clean result does and does not mean
If every check comes back clear, you have good evidence that the name is not in obvious use in your field. You do not have a guarantee. Unregistered local businesses, pending applications filed recently and names that are similar in meaning or sound can all be missed by a do-it-yourself search. That is why the guidance for any name you will invest heavily in is to finish with a professional search or a conversation with a trademark attorney. For a small local business with a modest budget, careful do-it-yourself searching is a reasonable and common approach, provided you understand its limits.
Reusing your research
Keep your worksheet after you choose. If you later expand to a new state, add a product line or apply for a trademark, you will want to know what you found and when. It is also a useful starting point if you ever need to rename, because it records which alternatives were already ruled out and why.
One more practical tip: take dated screenshots of each search result as you go. Search results and registers change, and a screenshot is a simple record of what you saw on the day you made your decision.
Frequently asked questions
If my state accepts my LLC name, is it safe to use?
Not necessarily. State business registration checks only against other entities in that state's records. It does not check trademarks, which are a separate and often more important system.
Do I need to check other countries?
If you sell online internationally or plan to expand, search the trademark offices in your main markets too. Otherwise, focus on your own country and the places your customers are.
Can someone take my name after I check it?
Yes. A search only tells you the situation on the day you search. Register your domain, handles and business name promptly once you have decided.
Is a name available if nobody has trademarked it?
Not necessarily. In the United States, a business that has been using a name can have rights in it without a registration, especially in its local area. That is why a web and maps search is part of every availability check, not just a trademark search.