How & When to Trademark Your Business and Logo
- Oct 24
- 2 min read
Protecting your business is just as important as building it.
Many entrepreneurs spend time creating logos, names, and taglines — but skip one crit
ical step that can cost them big later: trademarking.
A trademark is your business identity’s armor. It keeps others from using your brand name, logo, or slogan — and proves your business is more than an idea; it’s intellectual property.
What Exactly Is a Trademark?
A trademark protects your brand name, logo, or slogan that distinguishes your products or services.
Think of it like this:
™ means you’re claiming ownership but haven’t registered with the federal government yet.
® means your trademark is officially registered with the U.S. Patent and Trademark Office (USPTO) — the real deal.
🕓 When Should You Trademark?
Timing is everything. Here’s when most small business owners should file:
After your business name, logo, or slogan is finalized.
Before you start heavily marketing or investing in brand materials.
Before expansion, partnerships, or funding applications.
If you plan to grow, file sooner rather than later. Many entrepreneurs learn the hard way that someone else trademarked their name after they went viral.
💼 Who Should You Hire to Handle It?
You’ve got two options — it depends on your comfort level and budget.
Trademark Attorney – The safest and most thorough route. They’ll handle your search, paperwork, and responses to any USPTO questions. Find one via the Martindale Attorney Directory.
DIY Services – Great for straightforward filings. Sites like LegalZoom or Trademark Engine guide you step-by-step for a lower fee.
If your name or logo is simple, these platforms can work well. But if you have complex branding or multiple classes (like apparel, coaching, or digital products), go with an attorney.
🧭 How to Trademark Your Business Name or Logo
Here’s a quick roadmap:
Search the USPTO Database (TESS): Check that your name or logo isn’t already taken: https://tmsearch.uspto.gov/
Create a USPTO Account: Register at https://www.uspto.gov/trademarks
Submit Your Application: You’ll need to upload your logo, list your business category, and pay a filing fee (usually $250–$350 per class).
Monitor Your Application: The review process takes a few months. Respond quickly if the USPTO requests clarification.
Maintain Your Trademark: Renew it every 10 years — and keep proof of use for all products or services listed.
📚 Resources to Save
USPTO Trademark Basics Video Series
Trademark Electronic Search System (TESS)
LegalZoom Trademark Help Center
Trademark Engine – Fast Filing
🪄 Clearway Tip
A trademark isn’t just legal protection — it’s leverage. When you trademark your business and logo, it builds credibility with lenders, helps with brand valuation, and protects your future funding opportunities.
So, before you pour thousands into marketing your brand — make sure it’s truly yours.
🔗 Ready to Protect and Scale?
If you’re unsure when to file or how to structure your business before applying, book a 1-hour Strategy Session with Coach Tina Farrier. You’ll walk away with clarity, structure, and your next steps for building a brand lenders and investors respect.
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