Build a Startup Brand Name That Is Creative, Clear, and Protectable.
Branding Lab helps founders create stronger brand names and screen them against existing trademark filings before launch.
A brand strategy and trademark screening service for startups choosing a company name, product name, app name, platform name, or consumer brand.
A Strong Brand Defined
Trademark strength can be measured on a sliding scale, as explained by the
U.S. Patent and Trademark Office — see the full explanation here.
Strong Trademarks are fanciful, arbitrary and suggestive, with no established meaning in your field, and can be challenging to create, but they are generally easier to register and enforce.
E.G. “NVIDIA” for semiconductors.
Weak Trademarks are the opposite — they are Generic and Descriptive of your business, and easy to come up with but it can be impossible to protect and very costly to enforce.
E.G. “Cheese Pizzas” for a pizza restaurant.
Build a Brand Better Positioned for Protection
Our Philosophy
Our philosophy is simple: a brand name should be developed with both the market and the trademark register in mind.
A name can sound beautiful and still be legally risky. It can feel descriptive and easy to understand, but be too weak to protect. Branding Lab helps founders avoid those traps by combining naming strategy, competitive review, and trademark screening early in the process — before money is spent on logos, websites, packaging, advertising, or launch campaigns.
From Name Idea to Trademark-Ready Brand
Branding Lab gives founders a structured path from early naming ideas to a stronger, more protectable brand identity.
1. Discovery & Brand Strategy
We begin by understanding your startup, product, audience, competitive landscape, brand personality, and naming goals.
What You’ll Receive: defined naming direction.
2. Brand Direction
We develop naming territories and identify name styles that fit your market, voice, and long-term brand strategy.
What You’ll Receive: evaluation of proposed names.
3. Trademark Viability Pre-Clearance
We research Patent & Trademark records to identify potentially conflicting marks and evaluate whether your preferred names may face registration obstacles and potential delays.
What You’ll Receive: preliminary conflict findings.
4. Brand Refinement & Recommendation
We narrow the strongest options and help you select a name that is creative, distinctive, and better positioned for protection and long-term growth.
What You’ll Receive: recommendations for the strongest path forward.
5. Trademark Filing & Brand Launch Support
If appropriate, we prepare and file your trademark application and support launch use, trademark maintenance, and future enforcement needs.
What You’ll Receive: filing recommendations where appropriate.
Already Have a Name and Ready to File?
If you have selected a name and want to move forward with trademark filing, Beckman Law can assist with the application, filing strategy, and registration process.
