Renamed & Recharged

Here’s How to Navigate Your Upcoming Name Change.

Changing your company name is a big move—and a smart one when it’s done for the right reasons. It’s not just a new label. It’s a new chapter, and the start of stronger recognition, better positioning and a brand that finally fits.

But we know it can feel like a lot. Your name shows up everywhere: on your trucks, invoices, uniforms, website and so much more. That’s why it’s critical that you handle your new name carefully and effectively!

Once you’ve made the bold (and incredibly exciting!) decision to rename, it’s time to focus on what comes next. Here are a few important steps to help you transition seamlessly into your new identity.

Renaming With KickCharge

Let’s clear the air: renaming your company is not a prerequisite to work with KickCharge. In fact, we only recommend renaming about 25% of the time when working with new clients. A name change comes into play only when it’s clear it will deliver meaningful advantages for your business.

If you’re planning to rename with us, our process is built to handle it all—so you can move forward with clarity and confidence in your new identity.

1. Your Creative Brief: First, you’ll be asked to fill out a creative brief. This is our team’s window into your business, your goals and what you hope to accomplish with your rebrand. Be sure to explore our naming portfolio and let us know which names stand out to you. Even more important than what feels right to you, though, is what will resonate most powerfully with your customers.
2. Your Kickoff Call: Your client success manager will schedule a naming kickoff call with one of our copywriters. During this call, your lead writer will guide a collaborative discussion to uncover the types of names that resonate with you—and, most importantly, with your target customers.
3. Our Research: We will take the information from your kickoff call and your creative brief and get to work crafting incredible name options for your company. We’ll brainstorm and perform initial availability searches. Once we’ve narrowed down our thoughts to a high-level list of options, we consult with our legal partner to conduct a preliminary availability search, ensuring that any options we present to you have a high likelihood of approval.
4. Your Naming Presentation: Our team will present up to five naming options for you to choose from. Each will include a pitch with our rationale, explaining how we came up with the name, the visual direction(s) we could see it taking and why it’s such a good fit for your company.
5. Your Choice: Pop the confetti—the first step of your rebranding journey is complete once you choose your new name!

Filing Your Trademark Application

Once you’ve decided on a new name, you’ll want to contact a trademark attorney and begin the legal process for protecting your intellectual property right away.

Good news: when you rename with us, your contract includes trademark application filing through our trusted legal partner. Please note that government filing fees, along with any legal costs beyond the official availability search and filing, are not included.

Our naming fee covers a trademark application for your business name—not your logo. If you’d like to trademark your logo as well, that must be filed separately. In most cases, trademarking your name is the more important first step, since it protects your brand identity across all uses, while logos can evolve or be refreshed over time.

Here are some companies that have renamed with KickCharge and trademarked their new names.

You may submit up to two of the names we’ve presented for an in-depth trademark availability search with our legal partner. This step helps ensure your new name is legally available. Here’s how it works:

Following your naming presentation, you will select your preferred new name and one backup option.
You will submit your two names to our legal partner via the provided webform.
The attorney will contact you via email to sign a client agreement and begin a deeper availability search for your two submitted names. (Note: these emails occasionally get filtered to spam folders. Please be sure to check yours!)
Once the results are in, the attorney will email you with the green light to proceed or outline any potential thoughts or concerns regarding the submitted names.
You will choose the final name you’d like to move forward with. The attorney will communicate with you to prepare, finalize and file your trademark application with the USPTO.

While the trademark process can take up to 18 months, you don’t want to wait this long to create and launch your brand. Once your application is filed with the USPTO, we can move forward with your logo kickoff call and continue developing your brand so you’re ready to launch when the time comes.

It is not required to secure a federal trademark for your name, but it is highly recommended. A trademark will help protect you against any other companies or designers who may try to copy your name. It also makes it easier to expand into new geographical markets with greater confidence and protection.

Please Note: Neither we nor our legal partner can guarantee the approval of any trademark application. Trademark approval ultimately depends on the examining attorney assigned to your case, and because it involves human judgment and interpretation, there’s always some degree of uncertainty. That said, our legal partner maintains an impressive 99.8% success rate, which means you can feel confident moving ahead while understanding the process.

checklist and notes of things to know when trademarking your name

What Fees Are Involved With Trademarking My Company Name?

When you rename with KickCharge, certain trademark-related fees are included in your Naming Package. Others are separate costs that you, the client, are responsible for paying directly to our trusted legal partner.

The graphic on this page offers a quick snapshot of the fees that may be involved throughout the trademarking process. Below, we’re breaking each one down in greater detail so you know what’s included, what may be billed separately and when those costs may apply.

Fees Included in a KickCharge Naming Package

Legal Work to Vet Names Prior to Naming Presentation: $40/name | Included

Before your naming presentation, our legal partner conducts initial trademark vetting on a longer list of potential names. This helps ensure that the names we ultimately present to you are more likely to be viable from a trademarking standpoint. This initial vetting does not include common law searches.

In-Depth Legal Search for 1–2 Names Following the Presentation: $400 | Included

After your naming presentation, you’ll select up to two names for a more in-depth legal search. KickCharge will provide a link to an online form where you’ll share your contact information and selected names with our legal partner.

Before the legal team can conduct this search, you’ll need to review and sign their client agreement.

This deeper search is extensive and includes common law results. Common law refers to a company, or companies, using a name in the U.S. without having federally registered it as a trademark. Our legal partner is available for consultation, and you can book a free call with them to discuss any questions or concerns you have regarding the search results.

Legal Work to File the Trademark Application: $2,000 | Included

This fee covers our legal partner’s work to prepare and file the trademark application for your company name.

Unlike many firms, our legal partner includes most non-substantive refusal responses within this package rate. These are typically smaller clarifications requested by the trademark office, such as clarifying the listed services, confirming company ownership, providing additional website examples or verifying technical details like disclaimers. A disclaimer may be required when a client cannot claim exclusive ownership of a common word in the name, such as “plumbing.”

Many attorneys charge separately for these types of responses. Including them upfront helps reduce unexpected costs during the application process.

Fees Not Included in a KickCharge Naming Package

The following fees are not included in your KickCharge Naming Package. These costs are the client’s responsibility and will be billed directly by our legal partner when applicable.

USPTO Filing Fee: $355/class

This is the government filing fee paid to the U.S. Patent and Trademark Office.

The majority of home service companies fall within Trademark Class 037, which covers building construction, repair and installation services. HVAC companies, roofers, plumbers, electricians and many other trades typically fall within this class.

Most KickCharge clients file in one class, but our legal partner will advise you on the appropriate class for your business and whether your services fall under more than one USPTO Trademark Class.

Future Use Fee: $855/class | Due in approximately 1–2 years

Trademark applications generally fall into one of two categories: In Use or Intent to Use.

Because KickCharge clients are preparing to launch a new name and brand, the application is filed as Intent to Use. That means you have a good-faith intention to use the mark in commerce, but you are not using it publicly yet.

The USPTO requires proof that the mark is actually being used in commerce before an intent-to-use application can become a registered trademark. This is typically done by filing a Statement of Use, along with an acceptable specimen showing the mark in use.

Once your new brand is live, our legal partner will need to submit that proof of use to move the application toward registration. This future use fee covers the legal work and required filing associated with that step.

Responses to Substantive Refusals From the USPTO: $1,800*

A substantive refusal is more significant than a routine clarification. It may happen if the USPTO believes the name is too similar to another mark or too literal/descriptive to protect.

If a substantive refusal occurs, our legal partner charges a flat rate of $1,800, which includes two rounds of refusal responses.

*These fees are only incurred if required during the trademarking process, such as in the case of USPTO refusals, application modifications or other necessary updates. Not every application will involve these costs.

Notice of Appeal: $500*

If two rounds of substantive refusal responses have been submitted and the USPTO still has not accepted the application, our legal partner may recommend filing a Notice of Appeal.

This filing signals that the applicant intends to appeal the decision. According to our legal partner, this can sometimes prompt additional review before the application moves into the formal appeals process. This fee includes the USPTO fee, and our legal partner has seen approximately a 50% success rate with this step.

Ownership Change: $500*

An ownership change may be needed if you change your LLC name, change the state where your LLC is registered or change the type of legal entity listed on the application, such as moving from an individual owner to an LLC. This fee includes the USPTO fee.

Trademark Amendment: $600*

If you need to make a small change to the mark after the application has already been filed, our legal partner may be able to request an amendment. This option depends on the nature and extent of the change.

Failure to Provide Physical Address on the Application: $100/class*

This fee applies if a physical address is not provided on the application and must be corrected later.

Updating Your DBA

Once your trademark application is filed, your next step is to update your legal and public-facing business information—including your “doing business as” (DBA) name. This is a key part of making your rebrand official while the trademark process is underway.

To change your DBA, follow these simple steps:

Contact your state or county office to review their specific DBA change process.
File a new DBA registration under your new company name.
Cancel or withdraw your previous DBA, if required.
Update your bank accounts, licenses and official records to reflect your new DBA, while maintaining your existing LLC or corporation.

Updating your DBA will help you hit the ground running with your new identity. It allows you to roll out your brand without filing new corporate paperwork or setting up a new LLC or S-Corp. The process varies slightly by state, so be sure to check your local requirements.

Web & Social Media

High Regard Tree Care website shown on desktop, laptop, tablet, and mobile phones

As your brand finally takes shape, you’ll want to prioritize your online presence. Updating your website should always come first, as this is one of most essential digital marketing pieces you have at your disposal.

Your Google Business Profile and social media pages are often the first places customers encounter your brand. Keeping them aligned with your new website helps build trust and ensures a seamless, consistent experience without confusion.

Here’s what to do:

Update your business name, logo and description on your Google Business Profile.
Update your usernames/handles on platforms like Facebook and Instagram.
Swap out profile and cover images with your new look.
Refresh your About and Bio sections to reflect your updated company story.
Create a pinned post or announcement to explain the name change and reassure your followers.

If you’ve signed on for a Launch Package with KickCharge, social media optimization is included—and we’ll handle this for you at the right time.

As a friendly reminder, updates to your Google Business Profile can sometimes lead to an unintended suspension of your account. If this happens, you didn’t do anything wrong—it’s a security measure Google sometimes takes when businesses make drastic updates. Having appropriate documentation, such as utility bills, insurance documents, DBA documents, invoices, photographs and more that include your new company name will help reinstate your listing. If KickCharge is handling your social launch, we’ll request this documentation ahead of time to be on the safe side.

Name Changes & SEO

Worried a new name will undo all the SEO you’ve worked hard to build? Don’t be. When handled with strategy and care, renaming your business does not destroy your online presence—it strengthens it. At KickCharge, we only recommend a rename when it’s in your brand’s best interest, and we execute a meticulous, proven process to ensure your rankings, traffic and leads stay protected.

While SEO alone shouldn’t be the reason to avoid a stronger name, there are times when we may advise keeping your existing brand if the equity is simply too valuable. But in many cases, a thoughtful rename offers tremendous long-term gains. Don’t just take our word for it—explore our case studies to see the data that proves how renaming the right way drives growth, and hear from business owners who say their only regret is not renaming and rebranding sooner.
For more information on how to protect your SEO when renaming, check out this blog.

Frequently Asked Questions

What fees can I expect when filing my trademark application?

When you rename with KickCharge, our fee includes the legal groundwork to help protect your new brand. This includes:

Preliminary trademark screening to identify any immediate conflicts prior to your naming presentation
Comprehensive clearance search on up to two selected name options following your naming presentation
Professional preparation and filing of your trademark application with the USPTO

Government filing fees, along with any legal costs beyond the official availability search and filing, are not included. Currently, government filing fees are $355/class (most home service companies fall within one class).

Once your trademark application has been filed, you are responsible for any additional legal fees incurred through our legal partner, including the future use fee ($855/class) and any costs associated with submitting arguments in response to a USPTO refusal ($1,800).

If you are not renaming through KickCharge, your trademark attorney will be able to discuss fees with you in greater detail.

How long does it take to successfully register a mark with the USPTO?

Trademark registration is not immediate. In most cases, it can take approximately eight months (or longer) for a USPTO examining attorney to review an application and determine whether the mark will be approved for publication and registration. If the examining attorney issues an Office Action or raises questions, the process can extend further. From initial filing to final registration, the full process typically takes 12–18 months, assuming no substantive issues arise.

Because of this timeline, we do not wait for final registration to begin the branding process. Before moving forward, your proposed name is vetted through our legal partner, including multiple rounds of review to assess risk and likelihood of approval. Once legal counsel gives the green light and the trademark application is filed, that is when we proceed with developing logo concepts.

This approach allows you to move forward confidently with your rebrand while the trademark application works its way through the USPTO review process. While no attorney can guarantee approval, our vetting process is designed to give your mark the strongest possible foundation before creative development begins.

Do I need to wait until my trademark application is approved before I can launch my brand?

No! Your brand can (and should) launch before the trademark application is finalized. While an examining attorney may review your application in approximately eight months, the full federal registration process typically takes 12–18 months from filing, assuming no substantive issues arise. Waiting that long to launch simply isn’t practical for most businesses.

Part of the process also requires submitting proof of use, which shows the examining attorney that you are actively using the trademark in commerce. This can include your website, social media profiles, signage and other branded materials. Your trademark attorney will be able to guide you through those requirements in greater detail.

Once legal counsel provides feedback on the name and the trademark application has been filed, that’s when we move into logo development—allowing you to confidently build and launch your brand while the application proceeds through the USPTO process.

Is trademark approval guaranteed?

No, trademark approval is never guaranteed.

While we work closely with a trusted legal partner to vet names—including two rounds of review—neither we nor our legal partner can guarantee that a trademark application will be approved by the USPTO.

Approval ultimately depends on the examining attorney assigned to your case. Because the process involves human judgment and interpretation, there is always some degree of uncertainty.

That said, our legal partner maintains an impressive 99.8% success rate. So while no one can promise approval, you can feel confident moving forward knowing the name has been carefully evaluated and guided through the process by experienced trademark counsel.

Where else should I change my name?

When filing a DBA, be sure to update your license, utility bills and insurance policies. You’ll need to notify your Secretary of State to ensure compliance with state-level business laws. You should also notify your bank and be prepared to provide proof of registration after your DBA is filed.

Is a DBA required?

No—but we strongly suggest one. Adding a DBA to your original name is an easier process than filing new corporate paperwork or setting up a new LLC. It will allow you to streamline your brand launch without delay. You can always establish a new LLC in the future if you wish.

When should I secure a new URL?

We recommend securing your new web domain as soon as you choose a name and begin your trademark application.

Will a name change hurt my SEO?

Not if it’s done right! Check out this blog written by our lead SEO specialist, Jeff Wolf, to learn more about our robust and proven strategy for protecting SEO during a name change.