Every element of your brand can be a trademark. The possibilities are almost limitless. The four most common types of marks are:

• Brand Names: usually your company name
• Logos: your company logo or other graphic used to brand your business
• Slogans: the catchphrase used to promote your business
• Product Names: the name of your product if it’s unique

In most cases, brand names and logos are the cornerstones of most brands. For example, Apple Inc. protects its brand with a combination of its name “Apple”, its apple logo, the slogan “Think Different”, and product names like “MacBook” and “iPhone”.

Other examples can include:

• Podcast Names
• Blog Names
• Fonts
• Product Shapes
• Webinar Names
• YouTube Channels

The answer is simple. A Federal trademark registration is the ultimate protection for any brand. There is no higher level. That makes a Federal trademark the best insurance against having to rebrand.

Here are just some of the reasons why:

Confidence. A Federal trademark is an official confirmation that you own your trademark and comes with legal protection that it is valid and enforceable. Your brand will be yours.

Exclusivity. A Federal trademark comes with the immediate, exclusive, and nationwide right to use your mark in your industry with the backing of Federal courts to protect it.

Distinction. A Federal trademark will prevent anyone else from registering it (or anything similar) in your industry. The USPTO is required to reject all future applications.

Online Protections. A Federal trademark gives you enhanced protection for domain names and on social media platforms, along with access to Amazon’s brand registry.

Public Warning. Just applying for Federal registration adds your trademark to the Federal trademark database where It will be found by other companies when they do a trademark search.

Credibility. Only a Federal registration gives you the legal right to use the ® symbol, an attention grabber that tells the world that you take your business and brand seriously.

They also:

• make foreign registrations possible
• enable counterfeit protection by Homeland Security at the border
• can continue indefinitely

The process of applying to register a trademark takes between 8-12 months, in most cases. 

Registering your trademark is a complex procedure that involves your application moving through various stages. It is a Federal legal matter and there are many factors that affect how long it takes to register a trademark. In fact, there’s no guarantee your trademark will ever register.  This is why the U.S. Patent and Trademark Office recommends that applicants work with a trademark attorney.

A lot of legal strategy goes into a successful Federal trademark application. An experienced trademark attorney can help save you time, money, and headaches as you navigate the process.

Here are a few of the ways:

1. You’ll increase your chances of success by up to 50%. The Wall Street Journal reports that applications filed by trademark attorneys are 50% more likely to be approved.
2. The USPTO will not give you legal advice and cannot give you a break. If you file on your own, you’re really on your own. The USPTO cannot give you legal advice and can’t bend the rules for you.
3. Over 80% of all applications require a legal response. Most applications are initially denied because of all of the legal and procedural requirements. This often gets unrepresented applicants into trouble.
4. You’ll get legal and strategic advice about your trademark, your brand, and the best ways to protect them. We can help make sure that your mark is legally protectable, that your application is complete and accurate, and help ensure that you apply for the protection you need.
5. The U.S. Patent and Trademark Office strongly recommends it. Here’s what the USPTO has to say:

Be ready to act as your own attorney if you don’t hire one.


Most applicants hire an attorney who specializes in trademark matters to represent them in the application process and provide legal advice. In addition, trademark lawyers can help you navigate the application process to provide optimal protection of your trademark rights, by, for example, accurately identifying and classifying your goods and services, and preparing responses to any refusals to register that an examining attorney may issue.