Getting started
Cookie Business Names Not Taken: 5 Checks Before You Print
A name is not free just because you like it, so check the places that decide if you can use it.
On this page
What to remember
- Search the exact name and the sound-alike before you print.
- Check the USPTO search, your state filing office, and your web address.
- A name that is clear for cookies may still be taken for another food.
- Do not pay for labels or a sign until the search is done.
You can spend a weekend on cookie business names not taken and still pick one that is already in use. The check is not about being clever. It is about being clear to a customer and safe to print, so start with the searches before you start a cookie business from home.
Why does a name search start with the USPTO?
The USPTO says its trademark search page is for checking whether a trademark is available to register for your goods or services. That is the federal check. It does not cover every local business name, but it is the first place to look if you plan to sell beyond your town.
The same office runs an official search tool at tmsearch.uspto.gov. Search your name, then search the words that sound like it. A customer on the phone cannot hear the difference between two spellings.
Search the words, not just the logo. The search page is about the trademark you want to register. A pretty logo does not make a taken name safe to use.
What else can make a name taken in your town?
Ask your state filing office whether the business name is already registered. If you want a wider list of checks, see home based baking business names. Check the web address you want and the social handles you would print on a box. A name can be clear at the federal level and still be taken in your state or your town.
Call the office if the online search is confusing. Ask what goods or services the name covers. A name for a cookie shop may be open while the same name for a restaurant is not.
Do not search only your town. A customer can order cookies from a phone in another state. The federal search matters if you ship or sell at events across state lines.
How do you test a name before you pay a printer?
Run the checks in this order. Each step is a check you can do before you spend money. Do them before you order labels, boxes, or a market sign.
Write the name in plain text
Type it without a logo or a curly font. Say it out loud. Ask two people to spell it after hearing it once.
Search the USPTO tool
Search the exact name and the sound-alike. Look for cookie, bakery, and food results. Write down what you find.
Check your state filing office
Search the business name database. Call if the results are unclear. Ask whether the name is already registered.
Check your web address and handles
Look for a web address you can say on the phone. Check the social handles you would print. Do not buy them yet.
Sleep on it and test it
Use the name on a plain box for one week. If you stumble when you say it, pick another name before you print.
The order matters. A web address is easy to buy and hard to return. The trademark search can save you the cost of a new sign.
Keep a screenshot of every search. Write the date on it. If someone later claims the name, you can show what you checked and when.
What mistakes cost you money?
The first mistake is printing first. Labels, boxes, and a market sign cost money. If the name fails, you pay twice.
The second mistake is checking only the web address. A web address is not the same check as a trademark search. A name can be open online and still be registered for food.
The third mistake is picking a name you cannot spell. If you have to spell it every time, the customer will not find you. A simple name is easier to print and easier to say.
For example, say a sample cookie order sells for $120. Ingredients cost $30. You work 3 hours and pay yourself $15 an hour, so labor is $45. Your only overhead this month is the $20 Brevl fee.
The margin after all three is $25. If you print $80 of labels with the wrong name, that order loses money.
What should you do with the search results?
Put the search results in one folder. Name the folder with the date. Add the name you picked, the names you rejected, and the reason you rejected them.
If the name is clear, use it the same way everywhere. The box, the web address, and the sign should match. A customer who hears the name once should be able to find you.
Write one sentence that explains the name. If you cannot explain it without a long story, it may be too clever for a box. The name should do the selling, not the explanation. If you want more word ideas, see unique home baking business names.
When should you file and when should you wait?
File your state business name when you are ready to take orders under that name. Apply for a trademark only after the USPTO search is clear and you plan to keep the name. The search comes before the application, not after.
The search comes before the application. Do the search first. Then decide if the application is worth it for your sales.
A name you can use today is not always a name you can own. Keep the search results in a folder. For more help picking the words, see names for a baking business.
Keep the name off your car and your apron until the search is done. A magnetic sign is easy to replace. A wrapped car is not.
Common questions
Can I use a name if no website shows it?
No. A web search only shows what is easy to find. The federal trademark search shows federal records, and your state filing office shows state business names. Check both before you print. If you sell across state lines, the federal search matters more.
Do I need a trademark to sell cookies?
Not to start. The federal search is for checking whether a trademark is available to register. You can still check the name before you print. If you plan to apply, search first so you do not pay for a mark you cannot register.
What if the name is taken but I sell in one town?
A local name can still clash with a state business name or a federal mark. Check your state filing office and the federal trademark search. If the name is clear there, ask a trademark attorney about your town. Do not rely on a sign painter's opinion.
How much should I spend before the name is clear?
Spend nothing on labels, signs, or packaging until the search is done. A sample batch and a plain box can test the cookies. Put your money into the name check first. Brevl is $20 a month with no cut of your sales, so your shop cost is easy to see.
Can I change the name later?
Yes, but every label, box, sign, and web address has to change with it. That is why the check comes before the printer. Pick a name you can keep for a year, then test it with real orders before you buy expensive packaging.
Sources
General information, not legal or tax advice. Check with a trademark attorney or your state filing office for your situation.