Tracey asks:
As of last month, another celebrant has been registered in the regional city where I live (population 40,000) who has the exact same personal name as mine. Our registered business names are slightly different, but both include our first names. Word of mouth and contacts are important sources of business in this area. I am currently in the process of registering my business name as a trademark. I’ve had to go into overdrive to mitigate any potential implications of this situation. Any advice on steps I might take that I haven’t already considered or done would be greatly appreciated. Thank you.
My general encouragement for any celebrant is to simply operate under their own name, if only because it’s one less thing for people to remember when talking about you. However, in cases like yours, where another celebrant in your area has the same personal name, securing a solid mark of trade—a trademark—becomes particularly important. This will help you establish a distinct identity and protect your brand from potential consumer confusion.
If I were in your shoes, I would start by having a coffee with this celebrant to discuss the situation and assess their business goals and how they align or differ from yours. Open communication can help you both navigate the landscape more amicably and may reveal opportunities for differentiation that hadn’t been considered.
From there, you should make a plan for a solid business trading name and brand style. It’s worth investing in professional assistance to develop a cohesive brand guide, logo, trademark, and associated website. Not only will this help legally protect your brand, but it will also enhance your search engine optimisation (SEO), making it easier for clients to find you online without confusion. Additionally, reviewing and possibly differentiating your social media handles and online profiles will further reinforce your unique identity.
You might consider using a middle name, nickname, maiden or married name, or even a company name to distinguish yourself. For example, if another Josh Withers appeared today, that would be their problem, not mine. But if I were the newbie, I’d probably brand myself as Joshua Daniel Celebrant, or maybe JD. It’s crucial to communicate these changes clearly to your existing and potential clients to avoid any misunderstandings. This can be done through direct communication, as well as consistent branding across all materials—from business cards to email signatures.
Remember, celebrancy is how I put a roof over my family’s head, and the viability of my business is my number one priority. Gathering and displaying client testimonials that emphasize your unique approach or service style can further distinguish you from the other celebrant, reinforcing your brand’s distinctiveness. Thinking long-term, consider how this situation might influence your future branding or business expansion. You may even find opportunities to pivot or evolve your brand if necessary.
You might make different decisions, but that’s what I’d do.
