Trademark Registration

How To Trademark A Business Name (2023)

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Building a recognizable brand identity is essential for success, and at the heart of any strong brand lies its name—a unique identifier that sets it apart from the crowd.

However, protecting your business name from imitation or misuse requires strategic action, making trademark registration an indispensable step for entrepreneurs and businesses alike. In this article, we will unravel the concept of trademarks, demystify the process of trademarking a business name, and arm you with the knowledge needed to safeguard your brand’s identity.

What Is A Trademark?

As defined by the United States Patent and Trademark Office (USPTO), a trademark serves as a distinctive identifier, encompassing words, phrases, symbols, and designs that distinguish the origin of goods from one party to another. It is a valuable legal protection that gives you the right to take necessary legal actions against any entity attempting to misrepresent or use your brand without consent.

Unlike patents, which govern technology and ideas, a patented item cannot be utilized in another entity’s products or services without explicit permission. Similarly, a trademark differs from a copyright, which exclusively pertains to artistic works, preventing entities other than the copyright holder from copying or profiting from the work without permission, known as copyright infringement. Understanding these distinctions is crucial in safeguarding your intellectual property rights effectively.


By successfully registering a trademark, a business or trademark owner gains a range of invaluable benefits. Firstly, it secures exclusive nationwide rights to utilize the registered name in connection with the products and services specified in the registration. This robust protection acts as a deterrent, preventing competitors from employing similar-sounding names or engaging in deceitful practices to confuse consumers. Moreover, trademark registration provides a strong legal foundation to combat copycats who attempt to infringe upon your brand’s integrity with dubious tactics.

Furthermore, registering a trademark offers presumed ownership of the business name across the United States, bolstering your business’s credibility and reputation. You gain sole rights to utilize any associated symbols, logos, slogans, or images linked to the goods or services listed in the registration, further solidifying your brand identity. Additionally, in case of trademark infringement, you have the advantage of pursuing legal actions in federal court, which often provides a more robust and consistent legal framework compared to state courts.

Moreover, trademark registration extends its protective umbrella to safeguard your brand name in the digital realm. This includes securing URL domain names and leveraging the Anticybersquatting Consumer Protection Act to combat cyber threats. With this safeguard in place, your brand is shielded from malicious attempts to misrepresent or exploit your online presence.

Lastly, registering a trademark grants you the right to seek assistance from the United States Customs and Border Protection Agency. This proves invaluable when dealing with situations where imported goods infringe upon your exact or substantially similar trademark, allowing you to take appropriate measures to protect your brand from unauthorized use.

Should you file for a trademark?

When should you begin the process of completing a trademark application to safeguard your business’s intellectual properties? The answer lies in the potential strength of your trademark, as per the USPTO. The strongest trademarks fall under the categories of fanciful or arbitrary, while the weakest are generic names lacking uniqueness to any company or product.

If the property you intend to trademark falls on the strong end of the spectrum, a trademark application becomes an essential means of safeguarding the brand you’ve painstakingly built. Conversely, if the property appears on the weaker side, there’s no need to worry. By making necessary changes to strengthen it, obtaining a trademark is still a viable option.

Though there are no legal requirements mandating businesses to trademark their names, engaging in substantial interstate or international commerce can make the benefits of a trademark invaluable for preserving your brand identity and intellectual property. It’s crucial to note that state registration does not offer the same level of protection as a federal trademark, making the latter the preferred option for ensuring comprehensive and robust legal safeguards.

Steps To Trademark Your Business Name

The US Patent and Trademark Office (USPTO) offers a comprehensive guide on how to apply for a trademark, but here’s a simplified version for your convenience.

Trademark Search: Before proceeding, conduct a thorough search for your company’s name and similar names to avoid potential issues. The USPTO may reject applications for trademarks that closely resemble existing ones. Utilize the Trademark Electronic Search System (TESS), which allows searching in five different ways. For added assurance, you can seek assistance from a trademark attorney to ensure a comprehensive search.

Apply for a Trademark: Once you have a registrable business name, logo, or property, it’s time to prepare for the application. Consider the following steps:

  1. Choose your mark format.
  2. Identify the goods or services your trademark will apply to.
  3. Determine your filing basis.

Filing: Use the Trademark Electronic Application System (TEAS) online. There are two electronic forms available: TEAS Plus and TEAS Standard.

  • TEAS Plus: This option has more up-front requirements but offers a lower fee per class of goods and services and has a lower rejection rate.
  • TEAS Standard: This option is more expensive and time-consuming but may be suitable for businesses with goods or services outside the preset list of TEAS Plus.

Choose the option that aligns best with your needs and proceed with the filing process accordingly. With the right approach, you can successfully apply for a trademark and safeguard your brand’s identity and reputation.

What To Do After Filing?

After completing the filing process, the next step involves waiting for the results. The USPTO will examine your application and assign it a serial number, along with appointing a trademark examining attorney to review it thoroughly.

During the review, the examining attorney ensures that your application meets all legal requirements for registration. This includes conducting searches among currently registered and pending trademark applications to identify any potential conflicts. Moreover, the USPTO conducts additional research to ascertain the applicability of the trademark to your chosen industry, evaluates the specified goods or services, and verifies compliance with all filing requirements.

The entire trademark process typically spans between 12 to 18 months from start to finish. However, it’s essential to note that there’s no guarantee of approval from the trademark office. To check the status of their application, applicants can utilize the Trademark Status and Document Retrieval (TSDR) system. This allows them to stay informed about the progress and any updates related to their trademark application.


Trademarking your business name is a crucial step in protecting your brand identity and securing exclusive rights for its usage nationwide. The process of applying for a trademark involves conducting thorough searches, selecting the right filing basis, and deciding between TEAS Plus and TEAS Standard applications. Upon submission, the USPTO examines the application to ensure compliance with legal requirements and assesses any potential conflicts with existing trademarks.

While the entire process takes between 12 to 18 months, the assurance of legal protection and brand integrity makes it a worthwhile endeavor for any business. Remember, trademark registration is not mandatory, but its numerous benefits, such as nationwide protection, legal recourse against infringers, and credibility for your business, make it a valuable asset in today’s competitive market.