How to Secure a New Trademark for Your Business

Trademarks are a crucial element in building a strong brand identity. They serve as a unique identifier for your products or services, distinguishing them from those of your competitors.
A well-protected trademark can become a valuable asset, helping you establish brand recognition, prevent consumer confusion, and safeguard your intellectual property rights.

Registering a trademark is an important step in securing your brand’s identity and ensuring that you have the legal rights to use your chosen trademark exclusively. By following the proper registration process and taking proactive measures to safeguard your trademark, you can effectively protect your brand and prevent unauthorized use by others.

The Process of Trademark Registration

The trademark registration process can vary depending on your location, but generally involves the following key steps:

  • Conducting a comprehensive trademark search: Before applying for a trademark, it’s essential to conduct a thorough search to ensure that your desired mark is not already registered and/or in use by another person or entity. This critical step assists in ensuring that your trademark is unique and helps you avoid potential conflicts.
  • Selecting the appropriate trademark class: Trademarks are classified into different categories based on the goods or services they represent. Choosing the right class is crucial to ensure your trademark is properly protected within the scope of your business activities.
  • Determining the type of trademark: Will you be seeking protection for a word or phrase? A wordmark is a text-only statement that identifies a product, service, company, or institution. Or will you seek protection for a logo/design mark?  An example is a symbol that can be used with or without text, and that protects a brand’s unique visual representation.  
  • Submitting the trademark application: After completing the search and selection of an appropriate class or classes, it is time to proceed with filing the trademark application with the relevant trademark office (i.e., the United State Patent & Trademark Office and/or typically with a state’s Secretary of State office in which you seek state trademark protection). The process typically involves providing detailed information about your mark, as well as any supporting documentation.
  • Awaiting trademark examination and approval: The trademark office will review your application and determine whether your mark is eligible for registration. This process can take several months, during which time you may need to respond to any inquiries or objections the office raises. Aside from the unique qualifiers, examiners will also evaluate how an intended mark is currently being used before approval. 
  • Obtaining trademark registration: Upon successful examination and approval, you will receive your trademark registration certificate, which grants you exclusive rights to use the mark within the scope of your registered goods or services.

Conducting a Thorough Trademark Search

Conducting a comprehensive trademark search is a critical step in the registration process. This step helps you ensure that your desired mark is not already in use, which could lead to potential conflicts and legal challenges down the line. 

Here are some key considerations when conducting a trademark search:

  • Online databases: Explore online trademark databases, such as the United States Patent and Trademark Office (USPTO) or the World Intellectual Property Organization (WIPO) Global Brand Database. These databases allow you to search for existing trademarks that may conflict with your desired mark.
  • Internet and social media: Extend your search to the internet and social media platforms to identify any potential use of your desired mark, even if it’s not formally registered. This can help you uncover any potential infringements or conflicts.
  • Consultation with a trademark attorney: Consider consulting with a trademark attorney who can conduct a more detailed and comprehensive search, including searching for common law trademarks and evaluating the strength and distinctiveness of your desired mark.
  • Ongoing monitoring: Even after you register your trademark, it’s essential to continuously monitor the marketplace and industry for potential infringement or unauthorized use of your mark. This proactive approach can help you take swift action to protect your rights.

Choosing the Right Trademark Class

Trademarks are classified into different categories, known as trademark classes, based on the goods or services they represent. Selecting the appropriate class is crucial to ensure your trademark is properly protected within the scope of your business activities. 

Here’s a brief overview of the key trademark classes:

  • Class 1-34: Goods (e.g., chemicals, pharmaceuticals, textiles, vehicles, etc.)
  • Class 35-45: Services (e.g., advertising, business management, education, healthcare, etc.)

When choosing your trademark class, consider the following:

  • Identify your goods or services: Carefully assess the products or services you offer and determine the appropriate class(es) that best fit your business activities.
  • Research existing trademarks: Explore existing trademarks within the classes relevant to your business to ensure your desired mark is unique and not already in use.
  • Consult with a trademark attorney: Seek guidance from a trademark attorney who can provide expert advice on selecting the most suitable class(es) for your trademark.
  • Consider future expansion: If you plan to expand your business offerings in the future, you may want to consider registering your trademark in additional classes to ensure comprehensive protection.

Essential Steps to Safeguard Your New Trademark

Once you’ve successfully registered your trademark, it’s crucial to take proactive measures to safeguard your intellectual property rights. Here are some essential steps to protect your new trademark:

  • Trademark usage guidelines: Develop and implement clear guidelines for the proper use of your trademark, including specifications for font, size, color, and placement. Ensure that all internal and external stakeholders adhere to these guidelines to maintain the integrity of your brand.
  • Trademark monitoring: Continuously monitor the marketplace and industry for any potential infringement or unauthorized use of your trademark. This can be done through regular searches, setting up trademark watch services, or working with a trademark attorney.
  • Enforcement actions: If you identify any instances of trademark infringement, be prepared to take swift and decisive enforcement actions. This may involve sending cease and desist letters, filing trademark infringement lawsuits, or pursuing other legal remedies to protect your rights.
  • Trademark maintenance: Regularly renew your trademark registration to ensure its continued protection. Additionally, keep accurate records of your trademark usage and any enforcement actions taken to demonstrate your active efforts to safeguard your mark.
  • Trademark education: Educate your employees, partners, and customers about the importance of respecting and properly using your trademark. This helps build awareness and reinforces the value of your brand.

By implementing these essential steps, you can effectively safeguard your new trademark and maintain a strong, recognizable brand identity in the marketplace.

Schedule a Free Strategy Session with Our Legal Team

By diligently maintaining and renewing your trademark registration, you can ensure the continued protection of your brand’s identity and prevent your mark from becoming vulnerable to cancellation or dilution.

Don’t let your brand’s identity be compromised. Contact our trademark experts today for a free strategy session and learn how to safeguard your new trademark.