Protect Your Brand Name
Before Someone Else Does
A trademark protects your company name, product name, or logo and gives you the exclusive right to use it in your industry. Without one, anyone can adopt a confusingly similar mark and there is very little you can do to stop them.
Book a Free Strategy CallYour name is your brand. Protect it.
A trademark is a word, name, symbol, or device that identifies the source of goods or services and distinguishes them from those of others. It is not just a legal formality. It is the foundation that makes your brand defensible. When consumers see your name and trust what it represents, that trust has commercial value. A registered trademark protects it.
Company names, product names, and logos are the most common types of trademarks. Once registered, no one else can use a confusingly similar mark for the same or related goods and services. The standard is consumer confusion: if an ordinary buyer might mistake one brand for another, the later user is infringing.
A consumer buys a RAZOR® scooter and loves it. They tell friends to buy a RAZOR®. They return to buy another. That name recognition is only possible because RAZOR is protected. Nobody else can sell a scooter under a name close enough to cause confusion about the source. That is exactly what trademark registration achieves.
Nationwide priority over later users
Registration gives you constructive notice of ownership across all 50 states, even in markets where you have not yet operated.
USPTO database blocks similar new filings
The USPTO searches your mark against all pending and registered trademarks before approving any similar application that could conflict with yours.
Amazon and marketplace enforcement
A registered trademark is required to enroll in Amazon Brand Registry, which gives you tools to remove counterfeit and infringing listings.
Legal presumption of ownership
Registration creates a legal presumption that you own the mark and have the exclusive right to use it, which makes enforcement significantly simpler.
Foundation for international protection
A U.S. registration is the starting point for trademark protection in foreign markets, including Europe, China, and Canada.
Brand equity and business valuation
A registered trademark is a company asset. It can be licensed, sold, or used as collateral, and it directly contributes to the value of the business.
Application through Registration
Trademark registration is not a single event. It is a multi-stage process that typically takes 8 to 14 months from filing to registration. Here is what happens at each stage and what to expect along the way.
Search and Application
The first step is selecting a trademark that is distinctive and capable of strong protection. Generic or purely descriptive words cannot be registered. Once you have selected a candidate mark, a professional clearance search is critical before filing. A basic verbatim search is not sufficient. Similar names, unusual spellings, phonetic equivalents, and misspelled variations all need to be checked. If another company is already using a confusingly similar mark for related goods or services, using your selected mark could constitute infringement before you even file.
Once the search is complete and the mark appears available, Eric prepares and files the application with the USPTO. You will complete a questionnaire to gather the information needed to prepare your filing accurately.
Weeks 1 to 4 Included in $1,250 feeExamination
After the application is submitted, the USPTO assigns it a serial number and a trademark examining attorney. The examiner reviews the application against all legal requirements and searches the USPTO database of registered and pending marks for any conflicts. The examiner also reviews the identification of goods or services, the filing basis, and whether the mark has any meaning in the relevant industry.
If the examining attorney finds no substantive issues and no conflicting marks, the application is approved for publication. If there are issues, an office action is issued and Eric responds on your behalf. Initial examination can take several months.
Months 2 to 6 Office actions may add timePublication
After approval, the trademark is published in the USPTO's weekly online Trademark Official Gazette. Publication opens a 30-day opposition window during which any member of the public who believes they will be harmed by registration of the mark may file a Notice of Opposition. If no one opposes the mark during this period, the application advances to the next stage. It can take three to four months from publication to receiving official notification of what happens next.
30-day opposition windowAllowance and Statement of Use
For intent-to-use applications (the most common type), the USPTO issues a Notice of Allowance after publication rather than granting registration immediately. A Statement of Use (SOU) must then be filed by the deadline, along with a specimen showing how the mark is actually used in commerce. A photo of the mark on the product, packaging, or website is the most common form of specimen. Once the USPTO accepts the SOU, the trademark registers.
For in-use applications, registration happens automatically after the publication period if no opposition is filed.
Intent-to-use applications require this stepRegistration and Maintenance
Once registered, the USPTO updates its records and issues an electronic registration certificate. The ® symbol can now be used alongside the mark. Registration is not permanent by default. To keep the trademark in force, you must continue using it in interstate commerce and file maintenance documents with the USPTO at the required intervals. Eric tracks all deadlines and notifies you ahead of time so nothing lapses.
Ongoing maintenance required Eric tracks all deadlinesTrademark FAQ
Here is what Eric covers in your free 30-minute call
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