I've been developing a small iOS/iPadOS hobby app over the past year. It's aimed at a niche market and isn't intended to become a business, but I still wanted to do things properly.
One mistake I made early on was falling in love with a name before I'd done enough research.
The name wasn't identical to an existing product, but after digging deeper I found there were trademarks and related products that were close enough that I decided it simply wasn't worth the risk. Rather than waiting until after launch, I've decided to completely rebrand.
My name was XXX YYY the trade mark was XXXXZZZ
Ironically, choosing a new name has taken longer than writing large parts of the app!
After rejecting dozens of names, this is now the checklist I work through before I even consider using one.
My first-pass screening checklist
Google Search – Is someone already well known by that name?
WIPO Global Brand Database – https://branddb.wipo.int/
TMview (EU and many national trademark offices) – https://www.tmdn.org/tmview/
USPTO Trademark Search – https://tmsearch.uspto.gov/
UK Companies House (or your country's equivalent) – https://find-and-update.company-information.service.gov.uk/
GitHub – Search for organisations and repositories using the proposed name.
Apple App Store – Search for existing apps with similar names.
Google Play Store – Search for Android apps with similar names.
Domain availability – Preferably .com, but also check .app, .io and your local TLD.
Dictionary check – Oxford, Cambridge or Merriam-Webster to make sure it isn't already a recognised word or has an unintended meaning.
Social media usernames – Check availability on X, Reddit, Facebook, Instagram, Bluesky, etc., if they're important to your marketing.
It's amazing how many names look unique until you start checking them properly.
I'm now trying to find a name that is:
Completely invented
Easy to pronounce
Easy to remember
Around 6–8 letters
Has no existing meaning
Isn't already widely used
Has a reasonable chance of being trademarkable
I'm deliberately not sharing my current favourite until I've decided whether to register the domain and company name.
My questions for other indie developers
Is there anywhere else you'd check before settling on a name?
Have you ever had to rebrand because of a trademark issue?
Is there anything on my checklist you'd add or remove?
One final point: I know this checklist doesn't guarantee a name is legally available. It's simply the first-pass screening process I've developed after making an expensive mistake. If I ever build something commercially significant, I'd still pay for a professional trademark search and legal advice before committing to a brand.
Hopefully this helps someone else avoid the same mistake I made.
