How to Start a Candle Business: Picking Your Brand Name, Trademark, Domains & More

Starting a candle business is an exciting journey that combines creativity with strategic planning. One of the foundational steps in building a successful candle brand is choosing the right name, securing your trademark, and establishing your online presence through domains and social media. In this comprehensive guide, we’ll walk you through everything you need to know about picking a powerful brand name, registering your trademark, claiming your domain, setting up professional email addresses, and locking down your social media handles.

This article is inspired by the expert insights shared by Candle Business PRO, a trusted resource in the candle making industry with years of experience growing a candle brand to over $1.3 million in retail sales. Whether you’re just starting out or looking to refine your approach, this guide will equip you with actionable tips and best practices to launch your candle business on the right foot.

Why Your Candle Brand Name Matters More Than You Think

When you’re eager to start your candle business, picking a brand name might seem like a fun and easy task. But it’s actually one of the most critical decisions you'll make as an entrepreneur. Your brand name is the first impression customers will have—it sets the tone for your entire business and can influence how memorable your products are in a crowded market.

For example, the founders of Garset Beacon Candle Company chose their name thoughtfully: “Garset” is their last name, “Beacon” reflects their mission to do good in the community, and “Candle Co.” clearly states their product category. This name worked well for their initial brand, which grew steadily and gained wholesale accounts. However, when launching a new brand called Without Permission, they purposely chose a name that sparks curiosity and thought, rather than simply describing candles.

Here are some essential considerations when choosing your candle business name:

• Think Beyond Candles: If you envision your brand evolving into a lifestyle brand with perfumes, clothing, or other products, avoid limiting terms like “Candle Co.” in your name.
• Stand Out in a Saturated Market: The candle industry is highly competitive, with many brands ending in “Candle Co.” or including words like “scent,” “fragrance,” or “candle.” Avoid generic names that will blend in.
• Consider Your Target Audience: Your brand name should resonate with your ideal customer profile and reflect your values and mission.
• Avoid Personal Names Unless Strategic: While some brands use founders’ names or initials, consider if this conveys the right message to your customers or if it limits your brand’s growth potential.
• Choose a Name that Provokes Thought: Names that evoke curiosity or a deeper meaning often engage customers more effectively than straightforward descriptive names.

Examples of Brand Name Choices

Popular brands like PF Candle Co. use initials and “Candle Co.” in their name but are exceptions rather than the rule. Most successful brands now lean towards niche-focused, unique names that tell a story or embody a lifestyle.

For your candle business, consider names that inspire emotion, connection, or curiosity. This approach helps your brand stand out and builds a loyal community around your products.

Trademarking Your Candle Brand Name: Protecting Your Identity

Once you have a shortlist of potential names, the next crucial step is ensuring your brand name is legally available and protected. Trademarking your brand name not only protects it from being copied but also establishes your ownership and credibility in the marketplace.

How to Check Trademark Availability

The United States Patent and Trademark Office (USPTO) website (uspto.gov) is your go-to resource for conducting a thorough trademark search. Here’s how to approach it:

1. Conduct a Broad Search: Look for any use of your proposed name across all industries to identify potential conflicts.
2. Narrow Your Search: Focus specifically on trademark classes related to candles and fragrances. For candles, you’ll want to check Class 4 (candles and wicks).
3. Analyze Similar Names: If a name is in use but for a different product category, you may still be able to register it for your candle business.

Trademark registration costs typically range between $250 and $350, depending on the class and filing method. While you don’t have to register your trademark immediately, doing so early provides legal protection and peace of mind.

Trademark Application Process

The USPTO provides clear, step-by-step instructions to file your trademark application yourself, so hiring an attorney or paying third-party services is optional. Expect the application process to take about a year, including possible correspondence for clarifications.

After submitting your application, you can use the “TM” symbol to indicate your intent to trademark, but only once your trademark is officially registered with the USPTO can you use the “®” symbol, signifying a registered trademark.

Beware of Trademark Scams

After applying, you may receive numerous unsolicited emails from patent attorneys and service providers offering to help with your trademark for a fee. These are marketing tactics, and you can safely ignore most of them unless you specifically want legal assistance.

Securing Your Online Presence: Domains and Professional Email

In today’s digital world, your online presence is critical to your candle business success. Securing your domain and setting up a professional email address help establish trust and make it easy for customers to find and contact you.

Choosing and Registering Your Domain

When buying a domain for your candle brand, here are key points to remember:

• Always Aim for a .com Domain: Studies show that 98% of people default to typing “.com” when searching for a website. Owning the .com version of your domain is essential to avoid losing traffic.
• Consider Name Alternatives if .com is Taken: If your exact brand name with .com is unavailable, consider modifying your brand name rather than settling for a .net, .store, or other extensions.
• Use Reliable Domain Registrars: Platforms like Squarespace, GoDaddy, or Wix offer easy domain search and registration. Squarespace is highly recommended for its user-friendly interface and integration with website hosting.

For example, the new brand “Without Permission” faced the challenge where withoutpermission.com was already owned by an inactive blog. Instead of settling for withoutpermission.net, the decision was made to rethink the domain name to maintain professionalism and ease of discovery.

Setting Up a Professional Email Address

Using a professional email address that matches your domain (e.g., [email protected]) is a simple but powerful way to build credibility. Avoid relying on free email services like Gmail or Hotmail for your business communications.

Google Workspace is an excellent tool to create and manage professional email addresses. It offers:

• The familiar Gmail interface and apps (Google Docs, Sheets, Calendar)
• Secure and reliable email hosting
• Costs starting at just $6 per user per month
• Easy setup and integration with your domain

Many candle business owners use Google Workspace not only for email but also for managing standard operating procedures, employee handbooks, production sheets, and more, all stored securely in Google Drive.

Claiming Your Social Media Handles: Protect Your Brand Everywhere

Social media is a powerful marketing tool for candle businesses, but even if you don’t plan to be active on every platform, securing your brand’s handle across popular channels is essential.

Here’s why:

• Consistency Builds Recognition: Using the same handle on Facebook, Instagram, TikTok, Twitter (now X), Pinterest, and emerging platforms like Threads or Blue Sky makes it easier for customers to find you.
• Prevents Brand Spoofing: Registering your handles stops others from impersonating your brand or creating scam accounts.
• Future-Proofs Your Brand: Social media trends change, so having your handles reserved means you’re ready to expand your presence if needed.

For example, Garset Beacon Candle Company uses facebook.com/garsetbeacon and the same handle on Instagram and other platforms, even though they only actively post on a few channels where their customers spend most of their time.

Special Thanks to ToAuto Wax Melters

Before we wrap up, I want to give a big shout-out to ToAuto Wax Melters, our trusted partner in the candle making process. Their melters are quick, reliable, and affordable, making them an excellent choice for both beginners and growing candle businesses.

Whether you’re melting soy wax, coconut soy blends, or experimenting with multiple wax types, ToAuto offers melters that scale with your business. Many of our community members use multiple melters to streamline their production. Check out the exclusive link in our resources to get a special discount on ToAuto melters—there’s no affiliate fee, just a great deal for our community!

Summary and Next Steps

Building a candle business is a rewarding venture, but it requires thoughtful planning from the very beginning. This guide covered the essential steps for Week 2 of your candle business journey:

1. Pick a Brand Name that stands out, resonates with your audience, and leaves room for growth beyond candles.
2. Conduct a Trademark Search and consider registering your trademark to protect your brand legally.
3. Secure Your Domain with a .com extension to maximize online visibility.
4. Set Up a Professional Email Address through Google Workspace to build trust and streamline communications.
5. Register Your Social Media Handles across all platforms to maintain brand consistency and prevent impersonation.

If you’re ready to dive deeper into building your candle business, consider joining a dedicated community like the one at Candle Business PRO, where you can access step-by-step video lessons, resources, and expert support.

Remember, your brand name and online presence are the foundation of your candle business success. Invest the time now to get them right, and you’ll set yourself up for growth and recognition in this vibrant industry.

Frequently Asked Questions (FAQ)

Q1: How do I choose a unique name for my candle business?

Focus on names that reflect your brand values and target audience rather than generic terms like “Candle Co.” or personal names. Aim for names that provoke thought or emotion and have potential to grow with your brand.

Q2: Do I need to trademark my candle brand name right away?

Not necessarily. You can start selling under your brand name without a trademark, but registering your trademark early protects your brand legally and prevents others from using your name.

Q3: Can I use a .net or .store domain instead of .com?

While alternative domains are available, most people default to .com when searching online. It’s best to secure a .com domain to avoid losing traffic and potential customers.

Q4: How much does trademark registration cost?

Trademark registration typically costs between $250 and $350, depending on the trademark class and filing method.

Q5: Why is having a professional email address important?

A professional email address that matches your domain builds trust with customers and business partners. It signals that you’re a serious, credible business.

Q6: Should I register social media handles even if I don’t plan to use them?

Yes. Securing your handles prevents others from impersonating your brand and ensures you have the option to use those platforms in the future.

Q7: Where can I find affordable and reliable wax melters?

ToAuto Wax Melters are highly recommended for their quality, affordability, and scalability. They offer options suitable for beginners and growing businesses alike.

Additional Resources

• Free Candle Making Supplies Checklist
• Join the Candle Business PRO Community
• #1 Candle Making Course
• ToAuto Wax Melters
• Free Candle Making Facebook Group

Starting your candle business is a journey of passion and perseverance. With a strong brand name, legal protection, and a consistent online presence, you’re well on your way to creating a thriving candle brand that lights up the market. Remember, every big business started with a name and a vision—make yours count!