Don't be Green Jello

Yes. Green Jello. But I don't mean this:

Although I'm sure you think this is what I mean. Believe it or not, in the 1980's some American musicians came together and decided to start a band. A comedy rock band, named "Green Jello", and begun with the intention of forming the world's worst band. They even had a band slogan: " Green Jello Sucks!".

The choice of name resulted, unfortunately, but not surprisingly, a lawsuit. Kraft Foods, the makers of the original green Jell-O, sued the band for infringement of the Jell-O trademark, and Green Jello was forced to change to Green Jelly (which is apparently pronounced the same way as Jell-O).

Research, research, research.  Make sure that no one else is using your name besides you. Especially if you have intentions of taking over the world and being an internationally recognised brand. If, because of regulations that govern your area of business, you are limited to conducting business in only one jurisdiction, be absolutely sure that no one else is using your name locally.

Changing your name after building a following of customers or fans is not fun, unless you enjoy the negative publicity that comes with an infringement lawsuit.

Places to check:

• Google. Our best friend. And of course there is Bing, Yahoo and the other search engines.
• YouTube, Vine and other video sharing sites.
• Amazon
• iTunes
• ArtistDirect.com
• AllMusic.com
• Social media. Facebook, Twitter, Instagram and others.
• ReverbNation
• Billboard International Talent and Touring Directory. (See www.billboard.com to obtain a copy).
• In Barbados, the Corporate Affairs and Intellectual Property Office has a free online search feature where you can search the register of business and company names (See www.caipo.gov.bb). It is not intended, however, that this be a substitute for visiting their office and conducting an official search. An official search will be required before any name can be registered.
• Search overseas corporate and trademark registries if you plan on becoming an international brand.

So don't be Green Jello. Be original. Find a name that represents you, your business, art or craft, and doesn't cause confusion between your brand and someone else's.