How to Register a Trademark for Your Small Business

Key Takeaways

• Registering a trademark gives small businesses exclusive nationwide rights to their brand name, logo, or slogan.
• Federal registration provides stronger legal protection than common law rights and allows use of the ® symbol.
• Conduct a thorough trademark search first to avoid conflicts and application rejection.
• USPTO filing fees start at $350 per class, with extra costs for multiple classes and renewals.
• Trademark protection is different from forming an LLC or registering a copyright.
• Timely renewals are required to keep your trademark rights active and avoid cancellation.

What is a trademark? A trademark is a word, phrase, symbol, design, or combination that identifies and distinguishes your business's goods or services from others. What's a trademark in simple terms? It protects your brand name, logo, or slogan, preventing confusion in the marketplace.

Trademarks are an essential part of brand recognition. With a registered mark, customers can quickly identify and distinguish a business’s products or services from the rest.

Why Trademarks Matter?

Trademarks build trust and set your small business apart. What does a trademark protect & what makes it essential? It safeguards brand elements like names, logos, and slogans from unauthorized use.

Without a trademark, it becomes easy for competitors to mimic your identity. They can easily erode your customer loyalty. It’s true that trademarks have a price tag, but the advantages of registering a mark far surpass the cost and effort you put in. It can play an essential role in the success of a small business.

• Differentiates products in crowded markets
• Blocks similar marks nationwide, even beyond your area
• Avoid confusion between similar businesses
• Proves ownership in infringement cases​
• Enables smoother business scaling

Trademark vs Registered Trademark

An unregistered trademark (™) offers common law rights limited to your region, based on use. A registered trademark (®) provides federal protection via the USPTO. It is valid nationwide with stronger enforcement. What does trademark mean legally? Registration proves exclusive rights, essential for lawsuits.

Types of Trademarks Allowed

When you’re ready to register your trademark, make sure you pick a mark the USPTO will accept. When choosing a trademark for a US-based business, make sure to choose distinctive marks to avoid rejection.

What is the trademark that works best?

Aim for unique combos over descriptive terms.

Standard characters: Words or letters, not just a surname

Non-descriptive words: Avoid "excellent" or "best"—they describe quality

Numericals: Numbers, letters, or mixes like 3M or 1-800-CONTACTS​

Designs: Symbols, logos, monograms, 3D shapes, or stylized letters​

What Are the Steps to Registering a Trademark?

When you’re ready to register your trademark, follow these simple steps:

1. Conduct a Thorough Trademark Search

Before applying, search existing trademarks using the USPTO’s Trademark Electronic Search System (TESS). Also, use tools like Trademark Engine’s free search. This avoids infringing other marks and reduces the risk of rejection.

A thorough search saves time and money by confirming your desired name or logo is unique for your goods or services.​ To research existing marks, check the Trademark Electronic Search System (TEES) available on the USPTO’s official website.

Complete the Application Form

After your trademark search, it’s time to fill out the trademark application form through the USPTO’s official website. Even if you’re already using the mark or intend to use it soon, you’ll provide details on your mark, goods/services class (e.g., Class 25 for clothing). The basic filing fee starts at $350 per class.

Once you have selected an application, provide the details and make a payment. You’ll receive a confirmation email after submitting the “intent to use” form. We recommend tracking your application progress every three to four months via Trademark Status & Document Retrieval (TSDR). Here, you can use your reference number to track the status of your trademark application and make sure you’re following any critical deadlines.

Publication

It covers a 30-day opposition window in the official gazette. After registering, USPTO officials will scan your mark through a database of existing phrases to check for any similar marks. If they come across an identical trademark, they will reject your application without a refund. If they find nothing similar and your application meets all the legal requirements, they will approve your trademark for publication in the USPTO weekly magazine, the “Official Gazette.”Anyone who notices an infringement can file an opposition within 30 days.

Final Registration

For intent-to-use applications, you’ll file a Statement of Use showing the mark is in commerce. Once appended, you receive a Certificate of Registration allowing use of the ® symbol.​ If there is no opposition or an opposing party is unsuccessful in its claim, your trademark registration is complete. You’ll receive a certificate of registration to finish the process.

Ongoing Maintenance

Maintain your trademark by filing renewal documents at 5-6 years and every 10 years thereafter. Missing these deadlines can cancel your registration. Trademark Engine offers renewal services if needed.​

Why Trademarks Are Important for Small Businesses

It’s true that trademarks have a price tag, but the advantages far surpass the cost. Trademarks fuel success by preventing copycats. When you trademark a business name or trademark your business name, it locks in your identity early.

• Legal edge: Sue infringers federally​
• Asset value: Builds sellable IP​
• Marketing boost: Enhances SEO and ads safely

Do I need to trademark my company name? Essential if expanding—unprotected names risk lawsuits costing thousands.

USPTO Fees and When to Hire an Attorney

The USPTO’s registration fees start at $350 per class for basic applications, with additional costs for extra classes, custom descriptions, and renewal filings. In 2025, fee increases took effect, so expect total initial costs to range from $350 to over $600 per class, depending on your application specifics.

Hiring a trademark attorney is optional but recommended if:

• Your mark is complex
• You face Office Actions or opposition
• You want expert guidance on classification and strategy
• You plan to expand nationally or globally

DIY fittings suit simple cases and startups, but legal help reduces risks and improves success rates.

Final Thoughts

Registering a trademark is a crucial step for small businesses to protect their brand identity, prevent confusion in the marketplace, and secure exclusive rights nationwide. Trademarking your business name or logo helps you set a strong foundation for growth, expansion, and long-term success in a competitive market.

Are You Ready to Register Your Trademark? We know it’s a lot to remember, but our experts at Trademark Engine are here to help. Whether you’re registering a word, image, or phrase, we have the tools to make it an effortless process.

Through our cutting-edge web portal, you can conduct a trademark search and complete trademark registration, trademark monitoring, copyright registration, and extension filing. We have everything you need to register your trademark seamlessly.

Frequently Asked Questions

How much does it cost to get a trademark?

The typical USPTO filing fee starts at $350 per class of goods/services.

What does trademark protection cover?

It covers exclusive rights to use your mark for specific goods or services nationally, preventing others from using confusingly similar marks that could mislead customers.​

Can I use TM without registering a trademark?

Yes, but it comes with a drawback of limited geographic protection.