If you’re starting a private practice, don’t fall in love with a business name until you’ve done your homework. It may sound harsh, but it’s one of the most overlooked Business 101 lessons I can share—and one that can save you thousands of dollars, unnecessary stress, and the possibility of having to rebrand after you’ve already built your business. Recently, I found myself paying my attorney…to protect something I already own. Again.
Years ago, I made the decision to federally trademark La Luz Counseling®. At the time, I saw it as protecting the business and reputation I had worked so hard to build. What I didn’t fully appreciate back then was that owning a trademark doesn’t just give you rights—it also gives you responsibilities.
Recently, I became aware of another counseling practice using the name La Luz Counseling. Was I frustrated? Absolutely. I was frustrated because when you own a federally registered trademark, you have to enforce it. If you become aware of someone using your business name (or one that’s confusingly similar), you don’t really get the luxury of looking the other way. Protecting your brand means hiring an attorney, navigating uncomfortable conversations, and paying legal fees to protect something that’s already yours. It’s one of those parts of business ownership that no one really talks about.
To be fair, the practice owner responded thoughtfully. She shared that the name has deep personal and family significance, and I can completely understand that. Honestly…that’s exactly why La Luz Counseling has been my business name for the past six years. Names matter. They tell a story. They represent who we are and what we’ve built.
The difference is that before you launch a business, it’s your responsibility to make sure the name you’ve fallen in love with is actually available for you to use.
How to Choose a Private Practice Name Before You Launch
Whether you’re opening a private practice, launching a consulting business, or starting any business, choosing a name shouldn’t be based solely on whether the domain is available or if your LLC can be registered.
Those are important steps—but they’re not enough.
Before you invest in branding, marketing, signage, merchandise, or a website, do your due diligence.
Here’s where I’d recommend starting:
- Search the U.S. Patent and Trademark Office (USPTO) trademark database.
- Search your state’s Secretary of State business records.
- Search Google for businesses with the same or similar names.
- Search social media platforms.
- Look for existing websites using the name.
- If you’re serious about building a long-term business, consider speaking with a trademark attorney before investing thousands of dollars into your brand.
Too often, entrepreneurs fall in love with a name first and research it later. Unfortunately, that’s backwards. Doing a little homework upfront can save everyone involved a tremendous amount of time, money, and frustration.
Why Trademarking Your Private Practice Name Matters
Many people think a trademark is simply a certificate or a legal document. A trademark represents your reputation. It’s the trust people associate with your business, your referrals, your marketing, your educational content, and the experience you’ve worked hard to create.
When I trademarked La Luz Counseling®, I wasn’t just protecting a name. I was protecting years of work, relationships, and the goodwill attached to that brand. What surprised me is that owning a trademark also means you have to protect it.
If you discover another business using your trademark—or something confusingly similar—you can’t simply ignore it. Part of maintaining a federally registered trademark is enforcing it when necessary. Ironically, that often means paying an attorney to protect something that’s already yours. It’s frustrating. But it’s also part of being a responsible business owner.
Professional Courtesy Matters
I’d also encourage fellow private practice owners to think beyond what’s legally required. Think about professional courtesy. If you’re starting a business, take the time to make sure the name you want isn’t already associated with another established business—especially one that has invested the time and resources to federally trademark it. Most business owners aren’t trying to create problems. But good intentions don’t eliminate the consequences. A little due diligence on the front end can prevent costly legal issues and unnecessary stress for everyone involved.
The Hidden Side of Entrepreneurship
There are so many parts of business ownership that no one talks about.
- Taxes.
- Payroll.
- Insurance.
- Compliance.
- Employment law.
- Intellectual property.
None of these are glamorous. None of them show up in the highlight reels on social media. But they’re part of building a sustainable business. This experience has also reminded me how grateful I am to have professionals I trust. Having an attorney who can guide me through situations like this gives me confidence that I’m protecting something I’ve spent years building.
So if you’re starting your private practice, let this be one Business 101 lesson you don’t skip:
- Choose your business name carefully.
- Research it thoroughly.
- Protect it early.
Your business name is one of your most valuable assets. Treat it that way from the very beginning.