Is your name a brand?

In today’s creator-driven economy, your personal name goes beyond your identity - it is a marketable business asset. Influencers, athletes, founders, and other public figures have begun monetizing their names through product lines, licensing deals, and brand partnerships. Understanding when and how your name can function as a trademark is essential for anyone hoping to turn their reputation into revenue. 

ARE NAMES AUTOMATICALLY ELIGIBLE FOR TRADEMARKING?
Personal names are NOT automatically protectable as trademarks. The law considers personal names as descriptive, meaning that your name will require secondary meaning. The more your name becomes a brand identity rather than a personal identity in the eyes of the consumer, the more likely you are eligible for trademark protection. 

WHY DOES TRADEMARKING MATTER FOR LICENSING?
Licensing is one of the most powerful ways to monetize a personal brand. By registering a trademark with the USPTO, you are able to license your name to third parties while maintaining ownership and control of your name. Trademarks add legitimacy and reduce legal risk. Owning your trademark confirms that you have clear ownership and authority to grant usage rights. 

If your personal name is being used to sell products, secure brand deals, or generate licensing revenue, trademark law could provide strategic protection. Filing a trademark for your personal name gives you ownership, control, and long-term value.

Schedule a consultation with LVLUP Legal to discuss whether trademarking your name is right for you.

A NAME BECOMES PROTECTABLE WHEN IT FUNCTIONS AS A BRAND, NOT JUST A PERSON