You’ve picked the name. You’re excited about the launch. Maybe you’ve already invested in the branding, website, packaging, or inventory.

But what happens if you discover that someone else is already using a confusingly similar name?

In this episode, I’m talking about when to think about trademark protection when you’re launching something new — whether that’s a business, podcast, product line, new location, or rebrand.

I’ll walk through when it makes sense to do a knockout search or full clearance search, when you might consider filing a US trademark application before launch, and how your investment in a new name can affect that decision.

I’ll also talk about how the USPTO timeline can fit into your launch plans and why some businesses may want more certainty before investing heavily in a name, while others may choose to launch first and pursue trademark protection once they know they’re committed.

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