NAMING YOUR BUSINESS
From Creative Strategy to Legal Reality
Names often fail not because of a single flaw, but because creative and legal considerations were never aligned. The result? Weak differentiation, blocked trademarks, or costly rebranding. Learn how to avoid these pitfalls from the start.
Walk away with actionable insights
Naming as Strategy
Understand why naming is a business decision — not just a creative exercise
Building a Strong Name
Learn what makes names distinctive, memorable, and built to last
The Legal Reality
See how trademarks, company names, and domains connect — and where founders get caught
Confident Decisions
Know how to assess name viability early so you can move forward with confidence
Two perspectives. One goal.
A naming strategist and an IP lawyer share what really matters when choosing a business name
A French-American brand strategist with 20+ years of experience helping companies build clear, distinctive, and culturally relevant brand narratives. She combines business thinking, creative strategy, and semiotics to ensure names are strategically meaningful.
An intellectual property expert with 15+ years of experience advising companies on brand strategy, trademark protection, and risk management. She holds a PhD in trademark law from University of Zurich and developed Checkname.ch to help founders identify naming risks early.