You can reserve trade names. They are different then trademarks. I registered my brewery name in Colorado. You do not have to be actively in business to register the trade name. It only cost me like $25 through the Secretary of State website. I do plan to start using the name commercially. I am in the process of writing a business plan and getting things in order. I will probably not be doing business for at least a year. They told me reserving the trade name for later use is perfectly fine.