Why more creators than ever are trademarking their own names, and what they should know before filing

Registering your own name as a trademark was something only major celebrities or legacy athletes considered. It was not until you established a household name, a global reputation, and made millions in product endorsements that you would even consider that your personal name could be valuable enough to protect. But today, even lesser-known celebrities view trademarks differently.

Platforms like YouTube, TikTok, Instagram, and Twitch have created global celebrities out of creators who have never appeared on traditional media. Some creators have gone from zero to millions of followers in a matter of months, and with that kind of attention come numerous commercial opportunities.

In this new landscape, digital creators, influencers, and public figures are realizing that their name is one of the most valuable assets they have. That is why more and more of them are turning to trademark registration as a means of protection.

The part that many people miss, though, is that being well-known on social media doesn't automatically make your name distinctive enough for trademark protection, and filing a trademark for your personal name is not as straightforward as it may appear.

So, before you follow in the footsteps of celebrities like Taylor Swift, Cristiano Ronaldo, Kim Kardashian, or LeBron James, there are a few key trademark elements you should carefully consider:

A trademark’s purpose is to tell consumers where a product or service comes from. So your name can only be protected if it already functions and is recognized as part of your commercial brand.

In practice, that means you’re using your name on merch, courses, content, or services, your followers or customers associate the name with your products, and the name has gained recognition beyond being just your personal identity.

This is why many creators choose other, less risky avenues of trademarking their names, such as:

These tend to be more distinctive and easier to register, especially if your legal name is common or lacks uniqueness.

One of the biggest trademark mistakes creators make is waiting until after they become commercially successful. By the time a creator drops merch, announces a podcast, or collaborates with a brand, the market may have already reacted. And unfortunately, opportunistic filing is very common.

It’s not unusual for someone else (sometimes even a fan) to file the creator’s name before the creator does. Once that happens, the original owner is forced into a difficult and often expensive process to reclaim their rights.

Early filing solves this problem. Even if a creator isn’t ready to launch anything yet, filing on an “intent to use” basis (in countries like the U.S.) allows them to secure the name while they prepare their commercial rollout.

Another common mistake is creators overreaching and trying to claim far more than necessary. For example, creators who primarily sell apparel should file for only a couple of classes, instead of their application covering everything from food to fitness equipment, and even electronics.

In practice, this can backfire in many jurisdictions (and especially in the U.S.) Overreaching can result in office actions, audits, non-use challenges, partial cancellations, and weak or unenforceable registrations in general.

When it comes to your goods and services section, a good rule of thumb is to file only for what you actually sell or genuinely plan to sell. You can always file applications in additional classes later as your business expands.

If you want a good trademark strategy that you can copy and adapt for your own brand, it's worth examining high-profile creators and celebrities who manage their intellectual property strategically. MrBeast is a strong contemporary example, as his portfolio covers his entire range of products and services without overreaching.

Taylor Swift, Cristiano Ronaldo, and Kim Kardashian all take a similarly structured approach. They register what they use, maintain what earns revenue, and allow their portfolio to grow naturally alongside their business ventures.

Only if your name already functions as a brand, meaning that people associate it with your products or services. Nicknames or stage names are often easier to register than legal names because they have inherent distinctiveness.

As early as possible. Waiting until after launching merch or collaborations increases the risk that someone else files your name first.

No, you shouldn't. File only for what you currently sell or realistically plan to sell; filing too broadly can lead to refusals or cancellations.