How to Protect Your Business Name in the UK — A Step-by-Step Playbook

Learn how to trademark a brand name with this founder's playbook. Get actionable steps on UK trademark registration, class selection, and brand protection.

10/15/2025

Let's get one thing straight, because this misconception costs founders a fortune: registering your company or buying a domain gives you zero legal protection for your brand name. They are administrative hurdles, not legal shields.

A UK trademark is the only mechanism that grants you exclusive rights to use your name for specific goods and services. It’s how you stop competitors from causing confusion in your market and trading on your hard-won reputation. Protecting your name early saves you from costly, brand-destroying rebrands later.

This playbook is a founder-focused guide to navigating the UK trademark process efficiently. Taking these steps now protects your most valuable asset: your brand identity. You can start by checking your name with or similar tools before filing.

Key Takeaways

  • A Trademark Is Not a Domain: Registering a company or owning a domain does not legally protect your brand name. Only a registered trademark does.

  • Availability Is Crucial: You must check the UK IPO database for identical and similar-sounding names before filing. A rejected application means lost time and money.

  • Classes Define Your Protection: Your trademark only protects you in the specific categories (classes) you register for. Choose wisely based on current and future business plans.

  • The Process Is Manageable: The UK IPO offers a clear online application process, including a "Right Start" option to test the waters before committing the full fee.

  • Protection Requires Action: Once registered, it's your responsibility to monitor for infringers and renew your trademark every 10 years.

Step 1: Check If Your Name Is Available

Before you spend a single penny on an application, you must confirm your proposed name is free to use. Filing without a proper check is a huge gamble that can lead to a total collapse later on. A comprehensive search is a non-negotiable step that dramatically increases your odds of success.

Your Essential Checklist:

  1. UK IPO Trademark Search: Your first and most critical stop is the official UK IPO trademark search. This is the source of truth for all registered and pending marks in the UK.

    • Pitfall: Don't just search for an exact match. The legal test is "likelihood of confusion." If an average consumer might mistake your brand for another due to similar sound, meaning, or appearance, your application will be rejected.

  2. Companies House: Check for existing business names. While not a direct trademark conflict, a similar registered company name signals potential market confusion and could lead to a "passing off" claim.

  3. Domain Registrars: Check if the .co.uk and .com domains are available. A taken domain in a related field is a major red flag.

  4. Broader Checks: For founders with global ambitions, tools like tmsearch.ai can run preliminary checks across multiple regions, giving you a faster view of potential international conflicts.

Step 2: Choose the Right Classes

Your trademark protection is only valid for the specific categories—or "classes"—of goods and services you register in. This system is governed by the Nice Classification, an international standard that organizes everything into 45 distinct classes. Filing in the wrong class is a rookie mistake that can completely undermine your trademark.

Think strategically: what do you sell today, and what might you sell tomorrow?

  • Example 1: A new fashion label must file in Class 25 (clothing). If they plan to launch a fragrance, they should also consider Class 3 (cosmetics).

  • Example 2: A SaaS company offering project management software would file in Class 9 (downloadable software) and/or Class 42 (software as a service).

The UK IPO’s official classification guide is the best resource for finding the precise terms for your goods and services.

Step 3: Apply for a UK Trademark

Once you’ve done your homework, it’s time to make it official by filing with the UK Intellectual Property Office (IPO). The process is done via the IPO's online portal, which is surprisingly user-friendly.

  • Cost: The online application fee starts at £170 for one class, plus £50 for each additional class. A paper application is more expensive at £200.

  • Application Type: You have two options:

    • Standard Application: Pay the full fee upfront. Best if you are confident your name is clear.

    • "Right Start" Application: Pay a lower initial fee to get an examiner's report on your chances before committing to the full cost. This is a low-cost, official gut-check that can save you money if your mark is likely to be rejected.

Step 4: Wait for Examination & Publication

Once you submit, the process follows a predictable timeline:

  1. Examination (2–3 weeks): An IPO examiner reviews your application to ensure it meets legal criteria (i.e., it's distinctive and doesn't conflict with existing marks).

  2. Publication (2 months): If accepted, your mark is published in the online Trade Marks Journal. This opens a two-month "opposition period" where others can object to your registration.

  3. Registration: If there are no objections, your trademark is officially registered. It is now legally protected for 10 years.

Step 5: Maintain & Renew

Getting registered isn't the finish line. A trademark is a living asset that requires maintenance.

  • Renewal: Your registration lasts for 10 years. You must renew it to keep it active, which can be done online via the IPO's renewal portal. The current renewal fee is approximately £200.

  • Use it or lose it: You must genuinely use your trademark for the goods/services you registered. If you don't use it for a continuous period of five years, it can be revoked for non-use.

Step 6: Watch & Enforce

The IPO won't police the market for you. As the trademark owner, the burden of enforcement is on you.

  • Monitoring: Regularly check the UK IPO search for new applications that might be confusingly similar to yours.

  • Watch Services: For a fee (typically £200–£400 per year), IP solicitors or specialist firms can monitor new filings for you and provide alerts on potential conflicts. This is a smart investment for time-constrained founders.

A Caselet: The "Brew & Bloom" Rebrand

A London-based coffee shop, "Brew & Bloom," built a strong local following over two years. They had the domain and the company name but never filed for a trademark. A larger café chain with a registered trademark for "Bloom & Brew" for café services (Class 43) sent them a cease-and-desist letter. Despite the different word order, the names were deemed confusingly similar. The result? A forced, expensive rebrand that cost them thousands in new signage, packaging, and marketing, not to mention the loss of two years of brand equity. This was an entirely avoidable nightmare.

Bonus: Protecting Beyond the UK

If you plan to scale internationally, your trademark strategy must match that ambition. A UK trademark's legal shield stops at the border.

  • For EU Coverage: File a single application with the EUIPO for unitary protection across all EU member states.

  • For Global Protection: Use the WIPO Madrid System to file for protection in up to 130 member countries through one application and one set of fees.

Typical Costs Summary (UK)

Step

Cost (approx.)

Notes

Trademark application

£170 (1 class) + £50/additional

Online filing fee with the IPO.

Renewal (every 10 yrs)

£200

Fee to maintain your registration.

Legal / attorney help (optional)

£300–£700+

For professional searches and filing assistance.

Conclusion: Own Your Brand

Protecting your brand name is one of the highest-leverage investments you can make as a founder. It transforms your name from a simple identifier into a defensible, valuable business asset. By following this playbook, you can navigate the process with confidence, avoid common pitfalls, and secure the legal foundation your brand needs to grow.

Check your idea, register your mark, and own your brand. You can start the process today by checking your name's availability with tools like Nameworm before you file.

Next Steps Checklist

  • Conduct a thorough search: Use the UK IPO database, Companies House, and domain registrars to check for availability.

  • Identify your classes: List all your current and planned goods/services and map them to the correct Nice Classification classes.

  • Choose your application type: Decide between the "Standard" and "Right Start" application based on your confidence and budget.

  • File your application: Use the UK IPO's online portal to submit your application accurately.

  • Set a renewal reminder: Once registered, mark your calendar for your 10-year renewal deadline.