You say the name out loud and it just works. Then someone types it into Google and finds a company in another country with the same name.
That moment is much cheaper before you launch than after.
When I judge a name, one of my two tests is simple: is it unique? Is it not already branded or owned by another person or company? For my own brands, I prefer a distinctive name with few existing uses. That is a personal naming preference, not a worldwide rule on whether a name can be used.
Still choosing? My guide to naming a company has a free name scorecard.
The four places a name can be taken
- The company register. Where a business name is recorded in a country (or, in the US, a state).
- The trade mark register. Where brand names are protected for particular goods and services.
- The domain name. The .com, .ai or other address people will type.
- Social handles and app stores. Not official registers, but where customers look first.
They are separate records. A name can be free in one and taken in another, which is why checking only one of them can mislead you.
Register finder: where to check, country by country
Pick a country to see its official company register and trade mark search. These links lead to official registers or official explanations. The US company link explains state-level registration rather than providing a nationwide company-name search.
| Country | Company names | Trade marks | Worth knowing |
|---|---|---|---|
| United States | Your state's business register (explained by the SBA) | USPTO trademark search | Company names are registered state by state, not nationally. |
| United Kingdom | Companies House name availability checker | UK trade mark search (GOV.UK) | Jersey and Guernsey keep separate trade mark registers. |
| European Union | EU business registers search (e-Justice Portal) | EUIPO eSearch plus TMview | TMview also searches many national trade mark offices at once. |
| China (mainland) | National Enterprise Credit Information Publicity System | China Trademark Office search (CNIPA) | When we checked from the UK in September 2026, the company register refused access and asked for a real-name registration. The trade mark site is in Chinese. |
| Japan | Corporate Number Publication Site, English version (National Tax Agency) Japanese version | J-PlatPat | The English version only shows names for organisations that have registered them in English. The Japanese version searches names in Japanese. |
| India | Ministry of Corporate Affairs | IP India trade mark public search | In September 2026 the ministry's company data asked us to log in or register first. |
| Singapore | ACRA Bizfile | IPOS Digital Hub | |
| Hong Kong | Companies Registry e-Services Portal | Intellectual Property Department online search | |
| Switzerland | Zefix, the central business name index | Swissreg (Swiss IP office database) | |
| Worldwide | No single worldwide company register exists | WIPO Global Brand Database | WIPO searches trade marks from many national and international collections. |
For the domain, ICANN Lookup shows whether a .com or other generic domain is registered.
What a search can and cannot tell you
A register shows what has been registered. It does not show every business trading under a name, and each country draws its own lines.
In the US, the Small Business Administration describes entity names, trademarks and domain names as legally independent of each other. So a name that is free as a company can still be someone's trade mark, and the other way round.
That is where I stop and hand over to the professionals. Reading a search result properly, and deciding what to register, is a job for a qualified trade mark adviser in each country you plan to trade in.
If the domain is taken
A registered domain is not always a dead end. Plenty of good names are owned by people who will sell them. My guide to buying a domain that is already taken explains how a purchase works, or you can browse every name in the Onomora collection.
These 3 names from our collection are available by offer; availability of the domain does not establish brand rights:
A quick checklist before you commit
- Search the company register in each country you plan to trade in.
- Search the trade mark register there too, plus WIPO for a wider view.
- Look up the domain you want, and the other endings you care about. My guide to picking a domain name compares the endings.
- Check the social handles and app-store names.
- Take your results to a qualified professional before you register anything.
Stuck between a few names? Email [email protected] and tell me what you are building. Happy to share what I think of them.
Common questions
If the .com is registered, is my company name taken?
Not necessarily. A domain, a registered company name and a trade mark are separate records. A registered domain means that exact web address is owned by someone. The name may still be free as a company or a brand in your country, and the domain itself may be for sale.
Does registering a company protect my name as a brand?
In the US, the Small Business Administration describes entity names, trademarks and domain names as legally independent of each other. Other countries set their own rules, so check with a qualified professional where you trade.
Can two companies have the same name?
It depends on the country. In the UK, GOV.UK says a name normally cannot be the same as another registered company's name, with an exception for companies in the same group where the existing company gives written confirmation. In the US, the SBA notes that most states do not allow a name already registered by someone else in that state.
How do I check a name in China?
China has a national company register and a separate trade mark office (CNIPA), both linked in the finder above. When we checked from outside mainland China in September 2026, the company register asked for a real-name registration before it would show results.
This guide is not legal, tax or financial advice. For those questions, speak to a qualified professional where you trade.
Sources: SBA, Launch your business: choose your business name; GOV.UK, Choose a company name; GOV.UK, Search for a trade mark; WIPO Global Brand Database; ICANN Lookup.