You’ve had the eureka moment.
The name hits.
It feels right.
You can already picture it on the sales page, the workbook cover, the Instagram bio.
Before you move forward, there’s something you need to do — because using an unavailable program name is one of the highest-risk mistakes coaches make, and it’s also one of the least talked about.
In this post, we’re walking through how to know whether your coaching program name is actually available, what makes a name protectable, and how to confidently invest in branding without setting yourself up for a cease-and-desist later.
Why Program Names Are High-Risk for Coaches
Coaching methods themselves cannot be legally protected.
That surprises most people.
But while the method can’t be protected directly, the things clients attach to most — the name and the content — absolutely can.
Your program name is what clients remember, talk about, recommend, and associate with results. That makes it a high-value business asset, and also the easiest thing for others to copy if you’re not careful.
Protecting the name is how you protect the reputation, recognition, and momentum that comes with it.
Distinctive vs. Descriptive Names (This Matters More Than Marketing Advice)
Trademark law protects distinctive names, not descriptive or generic ones.
Descriptive names tell people exactly what they’re getting, like:
- “Money Mindset Method”
- “Haley’s Coaching”
- “Sales Accelerator Program”
Those names may feel clear, but they’re weak legally because other people are allowed to use similar wording.
Distinctive names, on the other hand, have no direct connection to the service itself — and that’s why they’re powerful.
Think Google.
Think McDonald’s.
Think brand names that mean nothing on their own, but everything once associated with results.
A practical solution is to use:
- a distinctive program name
- paired with a descriptive tagline
This gives your audience clarity while preserving your legal protection.
What Does Not Give You Rights to a Name
This is where most coaches get tripped up.
Buying the domain does not give you rights.
Securing social handles does not give you rights.
Publishing a book title does not give you rights.
None of those actions create trademark rights on their own.
Trademark rights come from being first to use a distinctive name in commerce, meaning you are actively selling or offering services under that name.
Until then, you don’t own it — even if you’ve invested time, money, and energy into branding.
Why “No One Else Is Registered” Is Not Enough
A common misconception is that if a name isn’t registered with the trademark office, it’s fair game.
That’s not true.
Someone can stop you from using a name even if they never registered it — as long as they were using it first.
Registration simply makes those rights easier to enforce.
This is why name searches need to go deeper than:
- trademark databases
- domains
- Instagram handles
Tools like Google search history and the Wayback Machine can help you determine who was first, which is what matters most.
Similar Names Can Still Be Infringement
Trademark law doesn’t just look at exact matches.
It looks at whether a name creates a similar commercial impression.
Changing spelling, adding words, or rearranging phrases does not necessarily make a name safe to use.
If it looks similar, sounds similar, or evokes the same association in a consumer’s mind, it can still be infringement.
The law assumes consumers are busy and not paying close attention — so close isn’t close enough.
Free and Paid Ways to Protect Your Program Name
Once you’ve confirmed that your name is available:
You can begin using TM after the name to put the public on notice that you are claiming rights to it. This only applies if you are actively selling under that name.
Inside paid programs, a simple welcome message explaining that clients will encounter proprietary terminology can dramatically reduce unintentional misuse.
The strongest protection comes from registering your trademark.
Registration gives you nationwide priority, deters copycats, and makes enforcement significantly easier.
Timing matters.
If someone else registers before you — even if they weren’t truly first — you may have to fight to cancel their registration before securing your own.
Why Registering Sooner Matters More Than It Used To
Trademark applications take time to process.
Waiting until you’re “sure” about a name increases the risk that someone else unknowingly files first, creating a costly and frustrating situation to unwind.
Your program name is not just a label — it’s a long-term brand asset.
Protecting it early makes it easier to stop later users and preserves the value you’re building with every client who talks about your work.
One final note: never use the ® symbol unless your trademark is officially registered. Using it prematurely is misleading and can create its own legal issues.
What’s Next in the Series
In the next video, we’re diving into how to protect your coaching content and proprietary methods, including what actually works, what doesn’t, and how to prevent misuse without turning your business into a legal headache.
