Trademark Registration: An Overview

Trademarks protect your business name and strengthen your brand identity, but the registration process takes some time and consideration.

What would you like to protect?

Trustpilot star rating bar
Man writing on a tablet at a desk with a laptop

Contents

Updated on: August 1, 2025
Read time: 3 min

Trademarks protect your business name and strengthen your brand identity. When you register your trademark with the U.S. Patent and Trademark Office, you gain valuable rights, but the registration process takes some time and energy. Thankfully, there is plenty of help available to get you through the process.

To successfully register a trademark, start by doing a trademark search, make sure you understand the requirements, submit an accurate application, respond promptly to issues, and get help. It's a long process, but it's worth the effort.

A man working at on a laptop

What does a trademark protect?

Trademarks are often confused with two other types of intellectual property protection: copyrights and patents. Trademarks typically protect brand names, logos, symbols and slogans that companies use on their goods and services. Patents typically protect inventions. Copyrights typically protect original literary and artistic works such as novels, movies, songs, photographs and artwork.

Unlike the other two types of intellectual property protection, trademarks focus on whether a consumer would be confused about the source of goods or services by someone else's use of a similar mark. This makes a registered trademark a powerful weapon against counterfeit goods or competitors trying to confuse the public or make money off of your good name.

Benefits of federal trademark registration

When you register a trademark with the USPTO, you receive the strongest possible protection for your trademark. Benefits include:

  • Nationwide trademark protection.
  • A public record of your trademark ownership.
  • The right to file a lawsuit in federal court to enforce your trademark.
  • U.S. registration can be used to apply for foreign trademark protection.
  • You can register your trademark with the U.S. Customs Office to stop the importation of infringing goods.
  • Only registered trademark holders can use the ® symbol on their goods or services.
Search trademarks for free
sign saying come in we're open, and a potted plant.

Registering a trademark: What's involved?

Federal trademark registration involves much more than just filling out a form and waiting for approval. Many people need help along the way, but with good advice they find the process relatively straightforward.

  • Trademark search. A trademark search identifies existing trademarks that might prevent you from registering yours. A search saves time and money by reducing the chance that your trademark application will be denied. It also helps you avoid infringing someone else's trademark. You can try to do a search yourself, or you can enlist a professional to perform a comprehensive search for you. You may need an attorney's help to interpret the results and evaluate any potential problems.
  • Trademark application. Trademark applications are accepted online through the USPTO website, or you can have a trademark registration service prepare the application and submit it for you. You must provide information about your mark and the way you are using it (or are planning to use it). You must also pay a filing fee that is not refundable if your application is denied.
  • Office actions. If the USPTO finds problems with your application, you may receive a letter known as an office action. You must respond promptly to the issues identified in the office action, or you risk having your application denied. Many people find they need legal assistance when confronted with an office action.
  • Publication and oppositions. When all issues have been resolved, information about your trademark will be published in the USPTO's Official Gazette, and people have an opportunity to file oppositions. These can get highly technical, and you should seek legal advice if someone opposes your trademark.
  • Statement of Use (SOU). If you hadn't started using your trademark when you filed your application, you have an additional step to complete. You must begin using your trademark and file a Statement of Use before your registration can be given final approval.

Other types of trademark protection

State trademark registration protects your trademark only within your state. Simply by using your trademark, you may have common law rights, but those rights provide limited protection and lack the enforcement and deterrent features of federally registered trademarks.

Protecting your mark

After your trademark is registered, you are responsible for enforcing it and filing maintenance documents every five to 10 years. Be sure to monitor other trademark applications, keep an eye out for infringers, and act quickly to assert your rights.

What would you like to protect?Register My Trademark
Twitter logoFacebook logoLinkedIn logoReddit logo

This article is for informational purposes. This content is not legal advice, it is the expression of the author and has not been evaluated by LegalZoom for accuracy or changes in the law.

84 days ago
Trustpilot star rating bar

Jose is the best.

Jose was very friendly and knowledgeable. He was able to answer my questions and provide me information of next steps to secure my trademark.

Cheryl Cooper
87 days ago
Trustpilot star rating bar

The knowledge the agent possessed was…

The knowledge the agent possessed was super beneficial to rectify the situation I was having with my trademark. Very professional!

Craig Schsrfman
103 days ago
Trustpilot star rating bar

Trademark work is great and effecient

Edit from my previous feedback and why i decided to give them 5stars they deserved: LegalZoom's support team was excellent—they addressed my concerns promptly and delivered a great outcome. I truly appreciate their help and want to give a shout-out for an outstanding customer service experience.

Trademark
102 days ago
Trustpilot star rating bar

Thanks for being so helpful in the…

Thanks for being so helpful in the assist of getting my Trademark filed. -Patrick

Patrick Thompson
109 days ago
Trustpilot star rating bar

Kevin was able to help me understand…

Kevin was able to help me understand the process needed for filing a trademark. He was clear in his answers and stayed on the phone to help walk through the onboarding.

Asiyah Lites-Rasheed
127 days ago
Trustpilot star rating bar

Excellent Serviceed them for a trademark application

Used them for a trademark application. Excellent service. Knowledgeable staff. I would absolutely use them again. Probably save thousands by going through them.

Eric Hertz
154 days ago
Trustpilot star rating bar

Estee was super helpful!

Estee helped me navigate the tricky trademark process. Highly recommend her!

Greg
154 days ago
Trustpilot star rating bar

Very good and focused answers

I got a very good and focused answer to my trademark questions. Definitely makes me see LZ as the place to go with my legal questions. A+

Chip Humitz
158 days ago
Trustpilot star rating bar

Help with trademark

Got exactly what I needed to register my trademark

Luci Bromberg
164 days ago
Trustpilot star rating bar

I had a consultation with an attorney…

I had a consultation with an attorney through LegalZoom concerning the trademark process. and she was very patient and professional. She answered my questions and helped with the ones I had difficulty asking. I appreciated that

Isiah Jones ,jr.
183 days ago
Trustpilot star rating bar

Strong support for trademark

The trademard support by Nick Belcastro has been excellent.

John Kirk Boyd
190 days ago
Trustpilot star rating bar

Excellent service

Excellent service! Extremely knowledgeable and helpful in reviewing all the next steps in the process for filing the trademark with LegalZoom.

Brian Mayer
225 days ago
Trustpilot star rating bar

Excellent Staff/Services

"LegalZoom made trademark filing for my company a breeze. Their system was incredibly user-friendly, and I was impressed by the professionalism of the staff. My attorney was not only knowledgeable but also took the time to answer all my questions and clearly explain the entire process. I felt confident every step of the way. I will definitely use their services again!"

Hedda
221 days ago
Trustpilot star rating bar

Register Trademark using LegalZoom

The attorney assign to us did an amazing job by answer all our question in a friendly, timely and professional way. The attorney helps by giving us information to mange our account to register our Trademark.

wiltrey sanders
230 days ago
Trustpilot star rating bar

Excellent experience with Legal Zoom

I have been looking to get my business trademark for a while now and I finally decided to try out Legal Zoom. I had an excellent experience with customer service ready to assist me through the process. The price is much more affordable than going through law offices. I highly recommend to anyone looking to get a trademark.

TheAlphabetshop
232 days ago
Trustpilot star rating bar

Legally create your trademark with LegalZoom in 2025 and The Years to Come

The lawyer that assigned to me was not only professional and friendly, but patience beyond measure. All questions answered and additional information given to me as well for future services. This call gave me the reassurance I wanted and needed to continue using LegalZoom for future endeavors, and referring my community/platform to do the same.

Kali Harris
249 days ago
Trustpilot star rating bar

Trademark Process Made Easy

My LegalZoom Trademark attorney, Asha was extremely professional, friendly and knowledgeable. She answered all my Trademark questions and made this process so easy. I felt like I was in good hands.

Virtually Debbie
256 days ago
Trustpilot star rating bar

Trademark

Right now I use everything Legal Zoom has to offer and I'm so very happy with everything, especially the Trademark process. They were absolutely the best! Highly recommend!!

NicoleK
Rated4.6out of 5 based on23,975+ reviewson

Showing our favorite reviews