Rebranding? Three things you should do first to protect your new brand.

by | Dec 12, 2019 | Branding

Rebranding your organization can be both exciting and stressful. Where do you start? Who should be involved? How much time should it take? How will your customers and stakeholders find out about your new name? What will they think about the new brand? These are are all relevant and important questions to ask. Here are the first things you should do to protect your brand from the start.

1. Hire a trademark attorney.


As you’re selecting a name for your new brand, you’ll want to make sure the name isn’t already taken or isn’t protected by another company with a similar name. You can search on USPTO.gov for the name, as well as any variations that are similar. If you find that there are other brands within your industry that have a similar name, consider consulting a trademark attorney even before you decide on the name. You may still be able to trademark the brand if it’s been in use previously but no longer has an active trademark.

A trademark or patent attorney will help guide you down a path to protect your brand in case of any issues where other companies have used your name or a variation in the past. Filing for a trademark can be a lengthy and complicated process so it’s best to hire an expert who is experienced in this type of law.

2. Develop materials to establish the brand


One of the requirements of filing for a trademark is proof of use of the brand. This proof can typically be provided with marketing materials like presentations, business cards, flyers or other printed materials. You’ll also need to track where the materials are distributed and who has seen the material- customers, shareholders, etc. Don’t overlook this step, as it helps your trademark attorney establish that your company intends to use the new brand name.

3. Purchase the domains

Most marketers first think of their online presence when establishing a brand. Research GoDaddy.com or Domains.com to ensure the domain name for their new brand name is available. This is an important step to protect your new brand. You should also consider purchasing multiple variations of your brand’s domain such as: Brand-name.com, Brandname.info, Brand-name.org, brandnameinc.com, GetBrandName.com, etc.


Don’t be discouraged if the exact URL is not available now. It may just be parked by another company and available for purchase. There is a negotiation service that GoDaddy offers that is inexpensive at $69. You can then make an offer for what you’d be willing to pay for the domain name. They may be able to also recommend a starting offer so that you’re not overpaying for the domain or making a low-ball offer that won’t be considered.

These are just the first steps in establishing your new brand. If your company is considering a rebrand, contact us for help through the process including creating a new brand and launching an effective campaign to promote your brand.

#branding #rebranding #logodesign

Stacey Harrison

About the Author

Stacey Harrison is the lead brand strategist and designer at Heart & Hustle Brands and has provided creative direction for healthcare, industrial, and financial services brands for 20 years. She started Harrison Creative Group in 2017 to serve businesses that need a professional brand image on a budget. In 2021, the company rebranded to Heart & Hustle Brands to walk in the shoes of clients that experience a change of name or brand refresh.