If you are considering applying for a trademark, either by doing it yourself or using a trademark filing service, please read this.

There’s a lot of noise on the Internet about trademarks. Don’t be fooled – it’s more than just filling out online forms. That is only the first part of the process.

Trademarking involves making dozens of legal decisions and judgment calls – and you’re not likely to make all of the right choices. It’s very easy to make a filing mistake that you cannot fix later. This is why most attorneys stay away from trademarks! 

They know that when you apply for a Federal trademark, you start a Federal legal proceeding. They also know that the U.S. Patent and Trademark Office’s rules severely limit how you can change your application after filing.  That is why they send their clients to us.

How does a trademark attorney help?

1. We’ll increase your probability of success by up to 50%.
2. We’ll give you legal advice.
3. The USPTO encourages you to hire a trademark attorney
4. 80% of all applications require a response to an initial refusal.
5. You’ll avoid overpaying the non-refundable USPTO filing fees.
6. You’ll save time.
7. You’re running a business, not learning trademark law.

1. We’ll increase your probability of success by up to 50%.

According to the Wall Street Journal, Federal trademark applications filed by trademark attorneys are 50% more likely to be approved than those filed by applicants on their own.

2. We’ll give you legal advice.

Although the USPTO will try to help you during the process, trademark examiners cannot give you legal advice. Federal law prohibits it. Without an attorney, you are on your own for the toughest decisions. Plus, you’ll need to comply with every statutory requirement and every USPTO rule – the USPTO cannot give you a break.

3. The USPTO encourages you to hire a trademark attorney.

Related to reason # 2 above. Federal trademarks are Federal legal proceedings. Plus, the USPTO’s rules are specific and unforgiving. It is very easy to file an application with a mistake that cannot be corrected.

Not every trademark attorney is registered with the USPTO.  We are. Contact us.

4. 80% of all applications require a response to an initial refusal.

An experienced trademark attorney can effectively respond to initial refusals to register your trademark. We know the Federal trademark statute and the USPTO’s rules and procedures.

5. You’ll avoid overpaying the non-refundable USPTO filing fees.

Some applications (those with many goods and services) can require over $1000 in USPTO filing fees. These fees are non-refundable. An experienced trademark attorney can make sure that you don’t pay for products and services that have little or no hope of being accepted.

6. You’ll save time.

The Federal trademarking process routinely takes between 8-12 months. Working with a trademark attorney can help ensure that you are closer to the 8-month timeframe and not the 12. USPTO trademark examiners are far more likely to negotiate with us, which speeds up approvals. Plus, we already know the laws and procedures to get applications approved.

7. You’re running a business, not learning trademark law.

Federal Trademark law is complex. The USPTO has too many rules and procedures to count. It takes years to learn how the trademarking process works. There are a lot of attorneys who can’t even do it.

Wouldn’t it be better to focus your skills where they’re needed most: running your business?

Do yourself and your business a favor. Hire an experienced trademark attorney. You’ll maximize your chances of success, minimize the risk of overpaying the Government for your trademark, get a better result, and save yourself time and worry. Your brand is worth it.

Michael Kondoudis

For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.

Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).

www.mekiplaw.com

Your brand is WHO you are, WHAT you do, and WHY you do it. It’s how consumers will first encounter your business. It’s the common thread throughout your marketing. Your website, business cards, and invoices all reflect it. That’s why brands are important.

Trademarks (name + logo + slogan) represent brands. Federal trademarks protect brands. If you discover that another company is infringing your trademark, you can and should take action to enforce your rights.

How should you handle trademark infringement?

1. Learn What You Can About Them

The first thing to do is to learn about them. Visit their website and social media pages. Grab screenshots. Take pictures of their products or advertisements.

You’ll want to find out:

1. What they sell
2. Where they sell it
3. When they first used the brand
4. Whether they have a Federal trademark

2. Keep it Off Social Media

You don’t want to post about it on social media. It can get you into legal trouble and won’t help.

We’ve seen defamation lawsuits that started when one company posted an Instagram story about another company stealing their brand. Handle it offline – away from your customers.

Trademark infringement is a complicated Federal legal matter. We can help.

3. Ask Yourself: Are They Too Close?

You’ll need to weigh whether they are using a trademark that is legally too close to yours. This test can get complex. Still, they’re probably too similar if they meet these three conditions.

You’ll want to be broad about what sounds and looks similar. For example, if the brands share a keyword, they may be too similar. Words like “Inc.” “The” or “And” won’t make a difference. You can ignore them.

You’ll also want to consider what the brands mean. If the brands allude to related feelings or even geographic locations, they may be too similar. The use of another language won’t make a difference. In the US, hello and “hola,” for example, are treated as the same.

You’ll want to be broad about what is a similar product or service.  They don’t need to be the same.  Even complementary products and services can be “similar” for trademark infringement.

For example, shirts and bags could be too similar because many stores sell both.

If their products and services can be sold in the same way that you sell yours, then they need to stay further away from your trademarks.

4. Know Your Trademark Rights

A (Federal) trademark gives you the exclusive right to use your name + logo + slogan.  This exclusive right extends to all 50 States.

This exclusive right extends to all trademarks that are “confusingly similar.” If (1) you have a Federal trademark, (2) the new brand is similar to (or the same as) your trademark, and (3) they started their business after you, then you can take steps to stop them. Keep reading to see what to do next.

If you don’t have a Federal trademark, you can’t stop them yet. You may still be able to trademark the brand and stop these copycats. Consider talking with an experienced trademark lawyer.

5. Get Legal Help to Handle Trademark Infringement

If you decide that someone is using a trademark that is too close to yours, contact a trademark lawyer to help you work through your many options.

Most trademark-infringement enforcement strategies start with sending a cease and desist letter addressed to the trademark infringer demanding that they stop infringement.  Many times, however, other options are preferable.  These include applying for a Federal trademark, sending a reservation of rights letter, or continued monitoring.

In the US, you are responsible for enforcing/protecting your trademark property rights. You can lose your trademark rights if you do not enforce them.

Trademark enforcement is not a DIY project. It involves Federal Statutes, legal analyses, and strategy.  Also, you may inadvertently say something that can be used against you.

Michael Kondoudis

For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.

Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).

www.mekiplaw.com

Most business owners and entrepreneurs know the importance of a name and logos. They are the cornerstones of most brands. Unfortunately, these owners sometimes overlook a keystone to their brands – catchphrases, slogans, and taglines.

Phases, slogans, and taglines are examples of phrases that can resonate with consumers long after they see (or hear) an advertisement. Sometimes, these phrases can even surpass names and logos. Consider:

• “Just Do It.^®” (Nike)
• “Don’t leave home without it.^®” (American Express)
• “I’m lovin’ it.^®” (McDonald’s)
• “Nationwide is on your side.^®” (Nationwide Insurance)

These phrases show the power of trademarks.

The single best way to protect a trademark is with Federal trademark registration.

They come with important nationwide protections that ensure that no one else can use your phrase. A few reasonable proactive steps will go a long way toward safeguarding and securing your phrase.

Whether you’ve been running a successful business for years, just started a business, are considering launching one, here’s what you need to know:

A Bit About Trademarks and Protecting a Brand

Phrases, like all trademarks, represent brands. They help customers find the products that they like and distinguish them from the competition.

Trademarking your phrase gives you the exclusive right to use it. If you don’t, then your competition can use it or develop one that is really close. Also, only one business can own a brand in each industry. Typically, it’s whoever trademarks it first.

If someone else trademarks your phrase first, they’ll own the exclusive right to use it nationally. You’ll likely have to rebrand.

Here’s how to start the process to trademark your phrase, slogan, or tagline:

1. Select a strong, protectable phrase.
2. Check the availability of your phrase name as a trademark.
3. Collect your information and decide on a strategy for your Federal trademark application.
4. Prepare and file your new application (correctly).
5. Start using the right trademark symbol with your phrase.

1. Select a strong, protectable phrase.

The key to getting a Federal trademark is to first select a phrase that’s strong in a trademark sense. Trademarks are not created equally. There are different kinds, and some are more effective and easier to protect than others.

The best trademarks are distinctive and memorable. They are strong because they excel at reflecting brands.

Some trademarks, however, are weak because they only describe aspects of products or services. Others are legally unprotectable, meaning anyone can use them.

1. Start by trying to include invented words or words that have no association with your products or services (“Just Do It.^®” for footwear). If that does not work, then…
2. Try words that allude to your products and services (“Don’t leave home without it.^®” for credit card services).
3. Always try to avoid away from using only words that:

• are generic for a product or service;
• are often used in business or industry;
• only describe characteristics and features; or
• are already part of everyday speech.

Read More: The Four Types of Trademarks + Strength

If you don’t know whether your phrase is arbitrary (strong) or descriptive (weaker), you may be better off consulting an experienced trademark attorney.  In any event, knowing which kinds of trademarks are strong important. Otherwise, you could be wasting your time and money.

2. Check the availability with a trademark search for similar marks.

The next step is to determine if your phrase has been trademarked by anyone else. This is because a lot of phrases are already trademarked. So, you may want to run a trademark search of the Federal trademark database to find exact and close matches. It can also be useful to conduct Internet searches.

These searches aren’t as straightforward as inputting your phrase and hitting search. Exact and similar trademarks used by other businesses are relevant to the Federal registration of your trademark. So, too, are misspellings, similar-sounding words and spellings, and foreign translations.

The objective here is to make sure that your phrase is not similar or easily confused with someone else’s mark. For all of these reasons and others, it’s usually best to have an attorney run your trademark search.

Get customized legal advice and help every step of the way through the registration process. Contact us today.

 

 
3. Collect your information and decide on a strategy for your Federal trademark application.

Applying for a Federal trademark is more than just filling out online forms. That is the easiest part of the process.

The preparation of a new trademark application begins by making some tactical decisions about the protection for which you will want to apply.

When you apply for a Federal trademark, you start a Federal legal proceeding – and it can get complex in a hurry. The Federal trademarking process involves making dozens of legal decisions and judgment calls.  Plus, these decisions and judgment calls are interrelated, and some wrong choices can sink your application from the start – without you even knowing it.  So, the most successful applicants start the application process with a strategy.

For starters, you’ll need to decide which products/services are included in your application and which ones should be excluded. You’ll also need to figure out the correct filing basis for their application, as well as how you are going to show the USPTO that consumers perceive your phrase as a brand.

If you don’t understand the legal consequences of each of these options, you’re very likely going to get one or more of them wrong, which will impact your brand protection.

Also, every application must be filed in the name of the owner of the mark. The owner may be an individual, a corporation, a partnership, or an LLC, for example. The right choice depends on several factors. If you get this wrong, you’ll need to refile the application and start again.

Further, you’ll also be required to swear to the truth of specific statements about the choices in your application. If you get any of them wrong, your application may be unenforceable.

These are just some of the reasons why DIY applications are 50% less likely to succeed at the USPTO.

4. Prepare and file your trademark application with the United States Patent and Trademark Office (correctly).

Every application starts a Federal legal proceeding, involving countless U.S. Patent and Trademark Office rules and regulations. These rules and regulations impact EVERY aspect of a new Federal trademark application. And, you’ll be required to comply with them even if you don’t know or understand them.

Also, the application system uses trademark jargon and “terms of art,” which are words that have specific meanings only in the world of trademarks.

Here, it is important to understand that not all applications result in registrations. The USPTO severely limits the types of changes you can make to an application after it is filed. So, mistakes during submission can easily sink an application.

5. Start using your mark and use it with the right trademark symbol.

Using a trademark symbol is an important signal to consumers (and the competition) that your logo represents your brand.

There are three trademark symbols. They are:

• the letters TM
• the letters SM, and
• the letter R in a circle — ®

The letters TM are a trademark symbol for unregistered trademarks (marks for products like shoes or computers).

The letters SM are a trademark symbol for unregistered service marks (marks for services such as legal services).

The ® is a trademark symbol for Federal trademarks (trademarks or service marks registered with the U.S. Patent and Trademark Office). The ® trademark symbol is reserved for Federal trademarks only – after you have a Federal trademark registration.

Read more: All About Trademark Symbols (in Plain English)

Michael Kondoudis

For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.

Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).

www.mekiplaw.com

Nothing represents your business more and sets the stage for all that follows than your company name. They are the cornerstones of most brands. But, how do you safeguard this valuable asset?

That’s where trademarks come in. A Federal trademark provides many nationwide protections and ensures that your brand is exclusively yours. Plus, a few reasonable proactive steps can go a long way toward safeguarding and securing your brand.

Whether you’ve been running a successful business for years, just started a business, are considering launching one, here’s what you need to know:

The single best way to protect a trademark is with Federal trademark registration.

Why Trademark a Company Name?

Company names, like all trademarks, represent brands. They help customers find the products that they like and distinguish them from the competition.

When you trademark a company name, you’re granted the exclusive right to use it. If you don’t, then your competition can use it or one that is really close. Also, only one business can own a brand in each industry. Typically, it’s whoever trademarks it first.

If someone else trademarks a company name first, they’ll own the exclusive right to use it nationally. You’ll likely have to rebrand. That’s why it’s important to protect your trademarks.

Here’s how to start the process to trademark a company name:

1. Select a strong, protectable name.
2. Check the availability of your company name as a trademark.
3. Collect your information and decide on a strategy for your Federal trademark application.
4. Prepare and file your new application (correctly).
5. Start using the right trademark symbol with your company name.

1. Select a strong, protectable name.

The key to getting a Federal trademark is to first select a name that’s a strong trademark.

Trademarks are not created equally. There are different kinds, and some are more effective and easier to protect than others.

The best trademarks are distinctive and memorable. They are strong because they excel at reflecting brands.

Some trademarks, however, are weak because they only describe aspects of products or services. Others are legally unprotectable, meaning anyone can use them.

1. Start by trying to include an invented word (Exxon^®). If that does not work, then…
2. Try to use a word that has no association with your products or services (Amazon^®). If that does not work, then…
3. Try words that allude to your products and services (Netflix^®).
4. Always try to avoid away from using only words that:

• are generic for a product or service;
• are often used in business or industry;
• only describe characteristics and features; or
• are already part of everyday speech.

Read More: The Four Types of Trademarks + Strength

If you don’t know whether your mark is arbitrary (strong) or descriptive (weaker), you may be better off consulting an experienced trademark attorney.  In any event, knowing which kinds of trademarks are strong important. Otherwise, you could be wasting your time and money.

2. Check the availability with a trademark search for similar marks.

The next step is to determine if your company name has been trademarked by anyone else. So, you may want to run a trademark search of the Federal trademark database to find exact and close matches. It can also be useful to conduct Internet searches.

These searches aren’t as straightforward as inputting your company name and hitting search. Exact and similar trademarks used by other businesses are relevant to the Federal registration of your trademark. So, too, are misspellings, similar-sounding words and spellings, and foreign translations.

The objective here is to make sure that your company name is not similar or easily confused with someone else’s mark.

For all of these reasons and others, it’s usually best to have an attorney run your trademark search.

Get a customized trademarking strategy for your brand. Contact us today.

3. Collect your information and decide on a strategy for your Federal trademark application.

Applying for a Federal trademark is more than just filling out online forms. That is the easiest part of the process. The preparation of a new trademark application begins by making some tactical decisions about the protection for which you will want to apply.

When you apply for a Federal trademark, you start a Federal legal proceeding – and it can get complex in a hurry. The Federal trademarking process involves making dozens of legal decisions and judgment calls.  Plus, these decisions and judgment calls are interrelated, and some wrong choices can sink your application from the start – without you even knowing it.  So, the most successful applicants start the application process with a strategy.

For starters, you’ll need to decide:

• what is the best format for your mark – is a composite mark better than standard characters? Will you need a “drawing”?
• which products/services you should include in your application and which ones should be excluded?
• what is the correct filing basis for their application?

If you don’t understand the legal consequences of each of these options, you’re very likely going to get one or more of them wrong, which will impact your brand protection.

Also, every application must be filed in the name of the owner of the mark. The owner may be an individual, a corporation, a partnership, or an LLC, for example. The right choice depends on several factors. If you get this wrong, you’ll need to refile the application and start again.

Further, you’ll also be required to swear to the truth of specific statements about the choices in your application. If you get any of them wrong, your application may be unenforceable.

These are just some of the reasons why DIY applications are 50% less likely to succeed at the USPTO.

4. Prepare and file your trademark application with the United States Patent and Trademark Office (correctly).

Every application starts a Federal legal proceeding, involving countless U.S. Patent and Trademark Office rules and regulations. These rules and regulations impact EVERY aspect of a new Federal trademark application. And, you’ll be required to comply with them even if you don’t know or understand them.

Also, the application system uses trademark jargon and “terms of art,” which are words that have specific meanings only in the world of trademarks.

Here, it is important to understand that not all applications result in registrations. The USPTO severely limits the types of changes you can make to an application after it is filed. So, mistakes during submission can easily sink an application.

5. Start using your mark and use it with the right trademark symbol.

Using a trademark symbol is an important signal to consumers (and the competition) that your logo represents your brand. There are three trademark symbols. They are:

• the letters TM
• the letters SM, and
• the letter R in a circle — ®

The letters TM are a trademark symbol for unregistered trademarks (marks for products like shoes or computers).

The letters SM are a trademark symbol for unregistered service marks (marks for services such as legal services).

The ® is a trademark symbol for Federal trademarks (trademarks or service marks registered with the U.S. Patent and Trademark Office). The ® trademark symbol is reserved for Federal trademarks only – after you have a Federal trademark registration.

Read more: All About Trademark Symbols (in Plain English)

Michael Kondoudis

For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.

Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).

www.mekiplaw.com

Many believe that Federal trademarks are a DIY project and make the mistake of filing their own applications or worse using a self-directed filing service. This can be a costly mistake because it’s really easy to make a filing mistake that you cannot fix later.

The reason: Federal trademarking is a complex Federal legal matter that involves making dozens of legal decisions and judgment calls – many of which are interrelated. Plus, the U.S. Patent and Trademark Office has too many rules to count.

Consequently, there are literally hundreds of ways your DIY Federal trademark application might be rejected. Nonetheless, self-filed applications are easy to spot because they share many of the same mistakes.

Here are some of the most common traps for DIY Federal trademark applications:

1. You identified the incorrect applicant/owner. You are required to apply in the name of the owner of the trademark. Legally, the owner is the person or entity (e.g., corporation, partnership, LLC) who will be using the mark. Many DIYers make the fatal mistake of using their name, their DBA, or the company owner’s name – instead of the company’s legal name.

2. You ask for too little protection. Your trademark application needlessly includes (1) unregistrable elements; (2) articles such as “the,” and (3) claims to color. All of these extra elements narrow the scope of a Federal trademark.
Relatedly, you include an overly narrow listing of products and/or services in your application.

3. Your mark is too close to another Federal trademark. Your trademark is too close to another Federal trademark. Beware: the USPTO measures similarity based on sight, sound, and meaning, as well as any similarity of products or services. So, “Bob’s Burgers” may be too close to both “Robert’s Fast Food” and “Burgers by Bob”, for example.

4. Someone else has already registered the trademark. The USPTO won’t register your mark if someone else has already registered it.

Your brand is important. Avoid costly mistakes by working with our team.

5. You picked the wrong filing basis. Your trademark application indicates that you are using your trademark, but you either (1) submitted unacceptable/insufficient “specimens” of use; or (2) you only have an “intent” to use your mark for the products or services listed in your application.

6. Your trademark is “merely descriptive.” Brand names that describe a function, a feature, or a characteristic of products or services are rarely registrable. This is the most common rejection made at the USPTO. Too many DIYers don’t understand that the listings of products and services in their applications contribute to this problem but can also avoid/overcome this problem.

7. Overpayment of Government filing fees. You paid all of the USPTO filing fees up front, even for products or services that have no hope of being approved for reasons 1-6 above. The USPTO filing fees are not refundable and can add up quickly. An experienced trademark attorney can help you minimize your risk of overpayment.

Applying to protect your trademark is just not a DIY project. If you file your trademark application yourself, you’ll probably do it wrong. In addition, you’ll be more likely to secure only partial protection and overpay the official fees.

So, do yourself and your business a favor. Hire an experienced trademark attorney. You’ll maximize your chances of success, minimize the risk of overpaying the Government for your trademark, and save yourself time and worry.

Because your brand is worth it.

Michael Kondoudis

For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.

Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).

www.mekiplaw.com

Knowing how to care for and protect a Federal trademark doesn’t need to be difficult.

Yes, it takes some time and attention. But, if you want your Federal trademark to be there for you and your brand in the years to come, you can get started on that—and make significant progress—right here today. Never forget that you are responsible for properly using and maintaining your trademarks!

Trademarking your brand is a smart business decision. Keeping your Federal trademark alive and in force is just as important.

Here are the top 5 steps to take to make sure that your Federal trademark continues to provide the highest level of protection for your brand and your business:

1. Use the mark exactly as it appears on the Certificate of Federal Registration.
2. Don’t stop using your trademark.
3. Keep your registration in good standing at the S. Patent and Trademark Office.
4. Be sure to use the ® trademark symbol with your mark.
5. Protect your trademark from infringers.

Use the mark exactly as it appears on your Certificate of Federal Registration from the USPTO.

It is fundamental to use the trademark registered with the U.S. Patent and Trademark Office. This means using the same exact words, colors, spacings, shapes, and punctuation. Any alteration in how you use a trademark could hurt your trademark rights

This may seem obvious, but one would be surprised how often changes/alternations creep into a trademark over time. Those alterations can, in turn, undermine the distinctiveness of a mark, which weakens it.  So, from time to time, it is a good idea to compare your mark with the Official Certificate from the USPTO.

Also, you need to use your exact trademark to renew it (see below).

We can help you keep the trademark that you worked so hard to get. Contact us today.

Don’t stop using your trademark.

You’ll need to continue using your trademarks on the products and services listed in your Registration Certificate. When there is a break in the use of a trademark, questions of abandonment arise. These questions can undermine enforceability and your ability to protect a Federal trademark.

Also, you need to use your trademark or have a very good reason to renew it (see below).

Keep your registration in good standing at the U.S. Patent and Trademark Office.

Trademarks may never expire – if you “check-in” with U.S. Patent and Trademark Office at specific times to let them know that you are still using your trademark.

These dates for renewal are listed on your registration certificate and they’re vitally important. If the documents are not filed by the due dates, your registration will be canceled and cannot be revived or reinstated.  The most important deadlines for most registrations are at the 5- and 10-year anniversaries.

@ Five Years

• You’ll need to file a Declaration of Continued Use. This states that you’re still using your mark. You’ll need to do this to continue your trademark rights.
• Also, you may want to file a Declaration of Incontestability if you have used your mark continuously and consistently. Incontestability means that your brand is strong and easier to legally protect. It also makes it easier to protect a Federal trademark.

@ Ten Years

• You’ll need to file a Declaration of Continued of Use. Again, this states that you’re still using your mark.
• You’ll also need to file an Application for a Renewal.

Be sure to use the ® trademark symbol with your mark.

Trademark symbols are an important way to announce that your trademark is backed by the Federal government. If you haven’t already, you should immediately transition from the “TM” symbol to the ® symbol. This includes your mark on social media, all advertising and promotion, and especially your website.

The symbol lets the world know that your brand is protected nationally by Federal law.

Of course, if you aren’t using a symbol – start!

Protect your trademark from infringers.

As unpleasant as it can be, finding infringers and asserting trademark rights is the key to the long-term health of any trademark. Permitting other businesses to use the same or similar marks risk less protection and even unenforceability of trademark rights.

While the U.S. Patent and Trademark Office will prevent others from registering similar marks, it does not get involved with enforcement.

Two strategies to find businesses using a similar trademark are (1) to set up a Google Alert (link to alerts.google.com) and (2) periodically search the USPTO’s trademark database (link to USPTO database).

If a similar brand comes up, then it’s time to consider having a trademark law firm prepare and send a trademark cease + desist letter.

A properly maintained Federal trademark may last forever – if you use it and keep it in good standing. If you don’t, someone else can take it.

Michael Kondoudis

For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.

Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).

www.mekiplaw.com

Figuring out when your business should apply for Federal trademarks doesn’t need to be hard to figure out. Most businesses should apply as soon as possible.

Federal law allows you to apply before you even start your business. In fact, about 50% take advantage of these provisions.

The Federal trademarking process can take up to a year (you’re working with the Federal government after all!). So, starting earlier rather than later minimizes the time you’ll be selling without protection.

There are many advantages to applying as soon as possible. Here are the top 5 reasons:

1. You can identify potential roadblocks for your brand early.
2. It will begin discouraging others from using even similar brands.
3. It will start putting the Federal government to work for you.
4. You’ll enjoy some instant credibility.
5. You will start the clock towards the incontestability of your trademark.

1. You can identify potential roadblocks for your brand early. Every trademark application is reviewed by the U.S. Patent and Trademark Office. The sooner you file, the sooner you’ll receive word about possible conflicts with competitors, registration issues, or other problems that may require choosing a different trademark.

1000’s of trademark applications are filed every day. Don’t wait. Start yours today.

2. It will begin discouraging others from using even similar brands. Every application is added to the Federal trademark database, which is the primary source for all trademark searches. This means that your competitors will find it when they conduct their trademark searches.

3. The U.S. Patent and Trademark Office will start rejecting applications for the same or similar marks. More importantly, from the very day your application is filed, the USPTO is required to reject later filed applications for trademarks that are the same or similar to yours. 24/7 protection is automatic.

4. You’ll enjoy some instant credibility. Only a Federal registration gives you the legal right to use the ® symbol, which tells the world that you take your business and brand seriously.

5. You will start the clock towards the incontestability of your trademark. After five years of use, your Federal trademark protection becomes incontestable. This means that it cannot be challenged based on earlier or competing use by others. You are the owner – end of story. The value of incontestable status cannot be understated because it supercharges your ability to enforce your rights.

The Bottom Line

On an average day, about 1,000 new trademark applications are submitted to the USPTO. If another business files an application for a trademark that is similar to yours and they file before you, you’ll face an uphill battle to keep your mark. Don’t wait.

Michael Kondoudis

For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.

Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).

www.mekiplaw.com

Logos are some of the most effective branding tools. They are more than just pretty pictures for customers to look at while they use a product or service.

The best logos are a visual shorthand for everything your brand stands for, including the products you offer, the services you provide, and your company culture or message. A logo taps the human preference for visuals.

Names and logos are the cornerstones of almost every brand.  If you have a logo, it is likely the cornerstone of your brand.  That’s why you need to protect it. But how? 

That’s where trademarks come in. A Federal trademark provides many nationwide protections and ensures that your brand is exclusively yours. Plus, a few reasonable proactive steps can go a long way to safeguarding and securing your brand.

Whether you’ve been running a successful business for years, just started a business, or are considering launching one, here’s what you need to know:

The single best way to protect a trademark is with a Federal trademark registration.

A Bit About Trademarks and Protecting Your Logo

Logos, like all trademarks, represent brands. They help customers find the products and services that they like and distinguish a business’s products and services from the competition.

Trademarking your logo gives you the exclusive right to use it. If you don’t, then your competition can use it, or one that is really close. Also, only one business can own a brand in an industry. Typically, it’s whoever trademarks it first.

If someone else trademarks your logo first, they’ll own the exclusive right to use it nationally. You’ll likely have to rebrand. That’s why it’s important to protect your trademarks.

Here’s how to start the process:

1. Check the availability of your product name as a trademark
2. Collect your information and decide on a strategy for your Federal trademark application
3. Prepare and file your new application (correctly)
4. Start using the right trademark symbol with your product name

1. Check Availability with A Trademark Search for your Logo

The very first step is to determine if your logo has been trademarked by anyone else. This is because a lot of logos are already trademarked. So, you may want to run a trademark search of the Federal trademark database to find exact and close matches. It can also be useful to conduct Internet searches.

It is not easy to search the Federal trademark database for logos.  This is because the USPTO indexes logos and designs using codes for every visual element.  You’ll need to know all of the codes for the elements in your logo, which gets really complicated. Also, exact and similar trademarks used by other businesses are relevant to the Federal registration of your trademark.

That’s why it’s best to have an attorney run your trademark search. It needs to be done correctly to make sure that your logo is available before you start using it. Otherwise, you can be sued or forced to rebrand. Plus, any trademark applications you file (see below) will be denied, and you won’t be issued a refund. And, trademark applications aren’t cheap. So, it’s really important to make sure that you run the search correctly.

Get a customized trademarking strategy for your brand and legal help every step of the way. Contact us today.

2. Collect your information and decide on a strategy for your Federal trademark application

Applying for a Federal trademark is more than just filling out online forms. That is the easiest part of the process.

The preparation of a new trademark application begins by making some tactical decisions about the protection for which you will want to apply.

When you apply for a Federal trademark, you start a Federal legal proceeding – and it can get complex in a hurry. The Federal trademarking process involves making dozens of legal decisions and judgment calls.  Plus, these decisions and judgment calls are interrelated, and some wrong choices can sink your application from the start, without you even knowing it.  So, the most successful applicants start the application process with a strategy.

For starters, you’ll need to decide:

• whether you should claim the color(s) in your logo;
• whether there are any descriptive aspects that could unnecessarily limit your protection;
• if your drawing be acceptable
• which products/services should be included in your application and which ones should be excluded; and
• the correct filing basis for their application.

If you don’t understand the legal consequences of each of these options, you’re very likely going to get one or more of them wrong, which will impact your brand protection.

Also, every application must be filed in the name of the owner of the mark. The owner may be an individual, a corporation, a partnership, or an LLC, for example. The right choice depends on several factors. If you get this wrong, you’ll need to refile the application and start again.

Further, you’ll also be required to swear to the truth of specific statements about the choices in your application. If you get any of them wrong, your application may be unenforceable.

These are just some of the reasons why DIY applications are 50% less likely to succeed at the USPTO.

3. File your Trademark Application with the United States Patent and Trademark Office.

Every application starts a Federal legal proceeding, involving countless U.S. Patent and Trademark Office rules and regulations. These rules and regulations impact EVERY aspect of a new Federal trademark application. And, you’ll be required to comply with them even if you don’t know or understand them.

Also, the application system uses trademark jargon and “terms of art,” which are words that have specific meanings only in the world of trademarks.

Here, it is important to understand that not all applications result in registrations. The USPTO severely limits the types of changes you can make to an application after it is filed. So, mistakes during submission can easily sink an application.

Read More: Why you should consider using an experienced trademark attorney

4. Start Using the Right Trademark Symbol With Your Logo

Using a trademark symbol is an important signal to consumers (and the competition) that your logo represents your brand.

There are three trademark symbols. They are:

• the letters TM
• the letters SM, and
• the letter R in a circle — ®

The letters TM are a trademark symbol for unregistered trademarks (marks for products like shoes or computers).

The letters SM are a trademark symbol for unregistered service marks (marks for services such as legal services).

The ® is a trademark symbol for Federal trademarks (trademarks or service marks registered with the U.S. Patent and Trademark Office). The ® trademark symbol is reserved for Federal trademarks only – after you have a Federal trademark registration.

Read more: All about trademark symbols (in plain English)

Michael Kondoudis

For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.

Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).

www.mekiplaw.com