

Choosing the Business Entity

Naming Your Business
In naming your business it is important not to violate trademark laws. This means not naming your website in a way that might create a “likelihood of confusion” with a preexisting commercial enterprise in the same field. Such confusion might arise if the name you choose is identical or very similar to the name of another business or product. Accordingly, before you settle for a name, please be concerned about trademarks and trade names that may be in use by anyone in every part of the country and/or world. The best approach to avoiding trademark issues is to try to make a thorough search of existing business names before settling on a name for your own business.
This may include:
- a basic Internet using a search engine such as Google
- searching the federal trademark register of the United States Patent and Trademark Office (USPTO) which is available online at gov
- doing a “whois” lookup of existing domain via individual sellers of domain names, and
- looking at filings for corporations, limited liability companies, and similar entities registered with state and local government offices, such as your Secretary of State’s office; state-level listings are usually available online.

Choosing Your Services
In choosing your services, appreciate that life is not about you. Instead, you should look within yourself to appreciate your strengths, wisdom, opportunities and testimonials (SWOT) to appreciate your gifts, talents and understanding that you can share with the rest of the world. Once you appreciate the core of your creative genius, do some research to appreciate what other people pay for, what they complain about and seemingly talk about most. Now go back to the core of who you are and pull out something that you can monetize immediately, creative one and start with just one thing. Why? Because confused minds do nothing and when people do nothing, you don’t make any money.
I hope this strategically legal brand aid was helpful to you and got to you before you suffered any damage to your mind, body and spirit. Always remember, the upside of knowing, is doing better which helps you achieve more. –Toni Moore
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