How to Trademark a Name in 2023: A Comprehensive Guide

Have you ever wondered how to protect your business name and brand from being used by others? Trademarking your business name can be the key to securing your brand’s identity and reputation. In this comprehensive guide, we will walk you through the process of how to trademark a name for your business, ensuring that you have all the information you need to safeguard your hard-earned reputation.

trademark registered symbol
Short Summary
  • Understanding trademarks requires research, application filing and ongoing monitoring for protection.
  • Trademarks are unique elements used to identify the source of goods or services, offering legal protection from misuse or misrepresentation.
  • Registering a trademark involves researching existing marks, preparing an application with USPTO and responding promptly to communications from them.

Understanding Trademarks

Trademarks are essential tools for business owners who want to protect their brand identity and distinguish their products or services from competitors. A trademark is a distinctive name, phrase, logo, or symbol that identifies and sets apart a particular brand and its associated products or services. The trademark registration process, governed by trademark law, entails thorough research, submission of an application, and ongoing monitoring.

Two primary types of trademarks exist: registered and unregistered. To trademark a name, you must follow the trademark registration process, ensuring that the name is unique and not infringing on any existing trademarks.

Stronger trademarks, such as fanciful, arbitrary, or suggestive trademarks, provide a solid foundation for brand identity and protection. On the other hand, generic or descriptive trademarks may not offer adequate protection for small business owners looking to safeguard their brand.

Definition of a Trademark

A trademark is any unique element or combination of elements that clearly defines the source of goods. This can include a word, phrase, symbol, or design. Trademarks can be classified into several types, including fanciful, arbitrary, suggestive, and descriptive trademarks.

While trademarks are commonly associated with goods, service marks are trademarks that refer to services. The distinction between a trademark and a service mark lies in their application: trademarks safeguard goods, whereas service marks protect services.

Another important term in the trademark world is the trade name, which is an alternative to the official business name, often indicated on paperwork as “doing business as” (DBA), but it does not indicate the legally responsible entity behind the service or product.

Importance of Trademarks

Trademarks serve a critical purpose in the world of business by providing legal protection against any entity that is misrepresenting or using your brand without your consent. By owning a trademark, you gain credibility and the ability to legally use the ® symbol alongside your business name. Moreover, U.S. Customs and Border Protection are dedicated to protecting foreign manufacturers from importing and selling goods under the same name. This is to ensure that all manufacturers have fair competition in the market.

However, it is important to note that common-law rights are limited to the local area in which the business is operating, and registering the name with the relevant state only provides protection within the state’s boundaries. Thus, registering a trademark grants you exclusive rights to use it, safeguards your brand, and gives you legal recourse if it is infringed upon.

Steps to Trademark Your Business Name

Trademarking your business name is a process that requires careful planning and execution. It involves conducting thorough research to ensure that your desired name is not already protected, preparing and filing your trademark application, and monitoring the progress of your application with the United States Patent and Trademark Office (USPTO).

In the following sections, we will delve deeper into each step of the trademark application process, providing you with the knowledge and resources necessary to successfully trademark your business name.

Research Existing Trademarks

Before filing your trademark application, it is crucial to conduct a comprehensive trademark search to ensure that your desired name is not already taken. Furm offers a trademark search engine which allows you to search for registered trademarks and pending applications. By using it or consulting a trademark attorney, you can minimize the risk of infringing on an existing trademark and increase the likelihood of your application being approved through the trademark electronic application system.

Additionally, it’s essential to verify that your desired name is available in your industry. If someone else has already registered a similar trademark in your industry, you may need to consider alternative names or consult a trademark attorney for guidance.

Prepare and File Your Trademark Application

Once you have researched existing trademarks and determined that your desired name is available, the next step is to prepare and file your trademark application with the USPTO. There are two filing options available: TEAS Plus and TEAS Standard. You can decide which one to use. Each filing option has its advantages and disadvantages, so it’s essential to evaluate which option best aligns with your needs and budget.

The trademark application requires various pieces of personal information, including the name and address of the applicant, whether the applicant is an individual or a business entity, and the name of the service or product that the trademark is intended to cover, along with a description of the product or service and its class. It’s important to be thorough and accurate in your application to maximize your chances of approval.

Monitor and Respond to USPTO Communications

After submitting your trademark application, it’s essential to monitor its progress and respond promptly to any communications from the USPTO or your assigned examining attorney. Upon filing, you will receive a receipt containing a serial number for future reference, and your application will be forwarded to a patent attorney at the USPTO for review.

If your application is approved, your trademark will be published in the USPTO’s Official Gazette for a period of three months, during which other parties can oppose the registration. The publication date is crucial as it marks the beginning of this opposition period. If no opposition is raised, the trademark will be registered, and a certificate of registration will be issued.

If your application is not approved, you may receive a letter of notification, called an “office action,” detailing the issues with your application. It’s crucial to address these issues promptly to avoid having your application considered abandoned.

Legal Aspects of Trademark Registration

Trademark registration involves various legal aspects that you should be aware of as a business owner. These aspects include enforcement of your trademark, limitations of trademark protection, and the potential benefits of working with a trademark attorney.

In the following sections, we will discuss these legal aspects in greater detail, providing you with valuable insights into the legal side of trademark registration.

Enforcement and Protection

Although registering a trademark provides legal protection, the USPTO does not enforce trademarks. Instead, it is the responsibility of the trademark owner to take action against any infringement. Failure to enforce your trademark can lead to the loss of its protection, as the legal principle of dilution holds that a mark may eventually be lost if no action is taken to protect it.

If you discover that another business is using your registered mark or something similar in your industry, it’s crucial to take action to protect your brand. Consulting with a lawyer and informing the other business of your trademark registration can help deter further unauthorized use and preserve the value of your trademark, preventing potential trademark infringement.

Limitations and Expiration

Trademarks have certain limitations, such as territorial protection and expiration after 10 years. However, with proper documentation and fees, trademarks can be maintained indefinitely. To keep your trademark valid, you must file maintenance documents and pay the required fees periodically.

Failing to maintain your trademark registration can lead to its expiration and loss of protection. Therefore, it’s crucial to stay vigilant and ensure that you meet all the necessary requirements to maintain your trademark registration.

Working with a Trademark Attorney

Hiring a trademark attorney is not a requirement for trademark registration, but it can be beneficial in several ways. For instance, applications submitted by trademark attorneys have a 50% higher chance of being approved. Additionally, a trademark attorney can provide valuable guidance throughout the registration process, helping you navigate potential issues and maximize your chances of success.

When considering whether to hire a trademark attorney, factors such as budget and the likelihood of the application’s approval should be taken into consideration. Ultimately, the decision to work with a trademark attorney depends on your individual needs and circumstances.

Navigating Trademark Classes and Symbols

To ensure proper registration and usage of your trademark, it's essential to understand trademark classes and symbols. Trademark classes categorize the goods and services your trademark protects, while trademark symbols indicate the registration status of your mark.

In the following sections, we will delve into the details of trademark classes and symbols, providing you with the knowledge necessary to navigate these aspects of trademark registration.

Understanding Trademark Classes

Trademark classes are a system of categorization that delineates the goods and services for which a trademark applies, with 45 distinct classes in total. Classes 1 through 34 cover goods, while classes 35 to 45 cover services, and each class encompasses a wide range of products or services.

Registering your trademark in the appropriate class or classes is crucial to ensuring full protection for your goods or services. Registering in multiple classes may require additional fees, so it’s essential to consider your budget and the scope of protection you require when determining which classes to register in.

Trademark Symbols: ™, SM, and ®

Trademark symbols play a significant role in communicating the registration status of your mark. The TM symbol represents an unregistered trademark used for goods, while the SM symbol represents an unregistered trademark used for services. The ® symbol, on the other hand, is used exclusively for registered trademarks.

Using the appropriate symbol can help deter potential infringers and provide notice of your trademark rights. As a business owner, it’s essential to be aware of these symbols and use them correctly to maintain the integrity and protection of your trademark.

Trademark Registration vs. Other Intellectual Property Protections

Trademark registration is just one form of intellectual property protection available to business owners. Other forms of protection include copyright, patents, and “doing business as” (DBA) registrations. Each type of protection serves a different purpose and offers varying levels of legal protection.

In this section, we will briefly compare trademark registration with other forms of intellectual property protection, helping you understand the differences and determine the best course of action for your business.

Maintaining and Renewing Your Trademark

Once you have successfully registered your trademark, it’s crucial to maintain and renew it to ensure continued protection. This involves filing maintenance documents and paying the required trademark registration fees every few years. Failing to maintain your trademark registration can lead to its expiration and loss of protection.

By staying vigilant and keeping up with the necessary requirements, you can ensure that your trademark remains a valuable asset for your business, protecting your brand identity and deterring potential infringers.


In conclusion, trademarking your business name is an essential step in protecting your brand and asserting your rights as a business owner. By following the comprehensive guide provided in this article, you can navigate the trademark registration process with confidence, ensuring that your business name is protected and your brand identity remains strong. Remember, a well-protected trademark is a valuable asset that can contribute to the success and longevity of your business.

Frequently Asked Questions

How much is it to trademark a name?

Trademarking a name can cost anywhere from $225 to $600, plus legal fees. This is the cost of filing your trademark application with the USPTO. The most convenient and affordable way to register your trademark is online, through the USPTO’s Trademark Electronic Application System (TEAS).

How can I make my name a trademark?

To obtain a trademark, you must take the following steps: decide if a trademark is right for you, choose a mark to submit to the USPTO, prepare and submit an application to the USPTO, work with an assigned USPTO examining attorney, receive approval or denial of your application, and maintain your registration. By taking these steps, you can make your name a trademark.

Can I trademark a name myself?

Yes, you can trademark a name yourself if it has commercial value and meets the requirements of the U.S. Patent and Trademark Office. To ensure that your trademark is protected, it’s important to carefully research and submit the right paperwork to the USPTO.

Can I trademark my name for free?

Unfortunately, it is not possible to trademark a name for free. The United States Patent and Trademark Office (USPTO) requires all applicants to pay a government filing fee to register a trademark.

What is the difference between a trademark and a service mark?

The primary difference between a trademark and a service mark is that a trademark is used to protect products, while a service mark protects services.