@YourBrand taken on Instagram = customers find competitor instead of you. Secure all major handles before launch or pick different name. Handle consistency = brand consistency.
Platform Priority List
Essential: Instagram, Twitter/X, Facebook, LinkedIn, TikTok, YouTube. Nice-to-have: Pinterest, Snapchat, Reddit, Threads. Secure top 6 minimum before launch.
Can't get handle on essential platform? Pick different business name. Seriously. "We're @YourBrandHQ on Instagram" = amateur hour. Exact match or choose new name.
The Squatter Problem
Username taken but inactive (0 posts, 0 followers)? Username squatter. Don't negotiate. Pick different name. Paying squatters encourages more squatting.
Exception: If squatter has brand trademark, you can UDRP/trademark claim after filing USPTO trademark. But takes 6-12 months. Easier to choose available name from start.
How to Check Availability
Namechk.com, Namecheckr.com - check all platforms simultaneously. But verify manually - tools miss recent registrations. Actually visit platform, search handle, confirm available.
Don't trust tools 100%. IG @stripe shows available on tools but obviously taken. Manual check = truth. Spend 10 minutes checking properly, save $10K rebrand later.
Character Limits Matter
Instagram: 30 characters. Twitter: 15 characters. If your brand name = 20 characters, Twitter won't fit. Pick name that fits shortest platform limit (15 chars = safe everywhere).
"ExtremelyLongBrandName" (21 chars) won't fit Twitter. Either shorten brand name or accept abbreviated Twitter handle (inconsistency). Former = better.
The underscore trap: @BrandName taken, so you use @Brand_Name. Customers forget underscore, go to @BrandName competitor. Underscores = invisible in memory. Get exact match or new name.
Reserve Before Launch
Don't wait until website ready. Reserve handles NOW. Free to create accounts, costs nothing, prevents squatting. Post "Coming Soon" or leave inactive until launch.
Squatters monitor new domains, LLC filings, trademark apps. They see your name, grab social handles, ransom them back for $500-$5,000. Beat them by reserving first.
The Variation Problem
Can't get @YourBrand? Don't settle for @YourBrandOfficial, @YourBrandHQ, @GetYourBrand, @YourBrand_. Variations confuse customers and look unprofessional. Pick different name with exact match available.
"Official" handles = usually scammers/parodies. Real brands own exact match. If you can't get exact match, brand name isn't right. Simple test of name viability.
Platform-Specific Rules
Instagram: Can't use periods. "Brand.Co" brand must use @BrandCo or @Brand_Co. Factor this in when choosing name with punctuation.
Twitter: 15-char limit. "BrandNameHere" (13) fits. "LongerBrandNameHere" (19) truncates. Plan for shortest platform when naming.
The Verification Path
Blue checkmark = verified. But requires consistent handles across platforms. @BrandName on IG, @Brand on Twitter = verification rejected. Consistency = verification eligibility.
Verification = trust. Customers believe verified account = real brand. Inconsistent handles = can't verify = customers question legitimacy. Worth picking name based on handle availability.
Handle Transfer Services
GoDaddy, Atom.com, BrandBucket sell premium handles. $500-$50,000 depending on desirability. Sometimes worth it for perfect handle. But usually cheaper to pick different name.
Calculator: Handle cost + rebrand risk vs different name cost. If @YourBrand costs $10K and name is perfect otherwise, maybe worth it. If $10K+ rebrand likely anyway, pick new name.
International Characters
Avoid umlauts, accents, special chars in brand name. @Schön becomes @Schon or @Schoen (platforms strip special chars). Lose brand identity in handles. Stick to A-Z, 0-9, underscore only.
Exception: Target only local market with special chars (German brand @Schön for Germany-only). But limits global expansion. Pick ASCII-compatible name for scalability.
Check This First
All essential platforms (IG, Twitter, FB, LinkedIn, TikTok, YouTube) have exact-match handle available? Fits 15-character limit? No special characters? No variations/underscores needed?
All yes? You have social-media-ready name. Any no? Pick different name. Social handles = non-negotiable for modern brands. Name without handles = incomplete brand.
Trademark Lens checks social media handle availability across 12 major platforms simultaneously - showing you exactly which handles are available before you commit to business name and file trademark.