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  • Writer's picturePeter Lamont, Esq.

The Benefits of Trademarking Your Business

Updated: Apr 13, 2023

A trademark is a valuable asset for businesses, protecting and distinguishing them from their competitors. While it may seem like an additional expense, it can provide invaluable protection against infringement and ensure that consumers recognize your business as the source of quality products or services. Let’s review what trademarking entails and why it is important for the success of your business.

What Is A Trademark?

A trademark is a unique symbol, phrase, or design used to distinguish one product or service from another. It can also be used to protect a company’s name, slogan, logo, or other intellectual property associated with its products or services. By registering your trademark with the United States Patent and Trademark Office (USPTO), you are legally protecting your brand identity by preventing others from using it without permission.

The Value of Trademark Registration

There are several reasons why registering your trademark can be beneficial for your business.

  • First, registering your trademark gives you exclusive rights to use it in commerce within the United States—meaning that no one else can use it without permission.

  • Second, registering your trademark will help you prevent others from using similar marks that could confuse customers into thinking they’re buying from someone else when they purchase from you.

  • Thirdly, having a registered trademark will give you more credibility in the eyes of potential customers who may not have heard about you before but want to be sure they are buying from a reputable source.

  • Finally, if someone does infringe on your mark without permission, having a registered mark will make it easier for you to take legal action against them because you have documented proof that they violated your mark's protected status.

What Can Be Trademarked?

Under current US trademark law, any word, phrase, symbols, design, or combination of these elements can be trademarked as long as it is not already in use by another company. This means that you could potentially trademark something like a slogan or logo. You may also be able to trademark some colors if they are used in a distinctive way to distinguish your products and services from those of competitors. Additionally, sounds can be trademarked as long as they have been recorded and stored in an appropriate format for use on the internet. However, keep in mind that even if you obtain a trademark registration for something like a sound or color, there may still be limits on how it can be used by other companies.

What Cannot Be Trademarked?

Not all words or logos can be trademarks since some of them are simply too generic to act as an identifier of your brand. For example, no one company can own the word “coffee” since it is too popular and widely used across many industries. Additionally, words that describe a product (such as “juice”) cannot typically be registered because others should also be able to use these words when describing their own products or services. Finally, trademarks must not contain any language that is offensive or disparaging toward any group of people. If you attempt to register such language with the USPTO (United States Patent & Trade Office), your application will likely be rejected.

How to File a Trademark

There are many complexities involved in filing a trademark. Below is a brief overview of the process.

1. Choose a Mark: The first step in the trademark registration process is to choose a distinct mark that you want to protect. There are a couple of considerations when choosing a trademark. First, ensure that your mark is truly unique and distinguishable from any existing mark. Second, make sure that your mark falls within the scope of the goods and services that you will offer.

2. Research: You will want to search the United States Patent and Trademark Office's website or a private trademark research database to make sure that your mark is not already taken.

3. File an Application: Once you have determined that your mark is not already taken, you will need to submit an application to the USPTO. The application will have several components including identifying information about you, the goods and services associated with the mark, and a drawing of the mark.

4. Review and Response: Once your application is filed, the USPTO will review it to make sure that the trademark you want to register is not confusingly similar to another registered mark, is probably submitted, and is allowed to be trademarked. If the USPTO finds that your trademark is too similar to an existing one, or identifies another issue they will issue an Office Action. An Office Action is a notification from the Trademark Office that outlines their objections and/or rejections of your application.

When you receive an Office Action, it's important to carefully review its contents and respond within the given timeframe. Your response should address any issues raised in the Office Action, provide proof of use of your mark and explain why your proposed mark should be registered. In some cases, you may need to amend or narrow the scope of goods or services listed in your application in order to move forward.

If you are unable to successfully resolve the Office Action, your application may be denied. However, if you do manage to address all of the objections raised by the USPTO, they will register your trademark and issue you a Certificate of Registration. This certificate legally protects your mark from being used by anyone else in connection with those goods or services listed in your application.

It's important to take action on an Office Action as soon as possible, as failure to respond can lead to abandonment of your application and loss of any money that was paid for filing fees.

Why Should You Hire a Trademark Attorney?

When it comes to filing a trademark, it is important to consider hiring an attorney. While the United States Patent and Trademark Office (USPTO) does not require you to have an attorney represent you, there are many benefits of doing so. A trained attorney can provide invaluable advice and guidance when navigating the trademark process, ensuring that your application is done correctly and efficiently.

Hiring a lawyer for the trademark registration process can help ensure that you receive the protection you need for your business or product. An experienced trademark lawyer will be able to conduct a thorough search on your proposed mark to make sure it is available for use and won’t infringe on any existing trademarks. They will also be able to advise you on how best to protect your mark from potential infringement in the future.

In addition, a trademark lawyer can help with more complex issues such as responding to office actions or opposing other applications that may conflict with yours. They can also provide legal advice if someone attempts to use your mark without permission or if someone else files an application for a similar mark.

Finally, having an experienced attorney by your side during the entire process can save you time and money in the long run. An attorney will be able to answer any questions you may have about filing a trademark and guide you through each step of the process quickly and accurately.

While it is not required by law, hiring an attorney when filing a trademark is highly recommended due to their knowledge of intellectual property law and experience with the USPTO’s regulations and procedures.


Having a registered trademark makes all the difference when it comes to protecting and promoting your brand identity. With exclusive rights to use the mark in commerce within the United States and documented proof that yours is the only legitimate source of specific products or services associated with that mark, registering helps guarantee recognition and trustworthiness among consumers while simultaneously providing protection against infringement. Ultimately, this makes sure that consumers remember who they bought their product or service from—and hopefully keep coming back!

If you would like more information about trademarking your business contact us today! We handle all business matters including trademark and intellectual property law from our Bergen County, New Jersey Office.

Contact us Today at our Bergen County Office. Call Us at (201) 904-2211 or email Us at


If you would like more information about this post or if you want to discuss your legal matter with an attorney at the Law Offices of Peter J. Lamont, please contact me at or at (201) 904-2211. Don't forget to check out and subscribe to our podcast and YouTube channel. We have hundreds of podcasts and videos concerning a variety of business and legal topics. I look forward to answering any questions that you might have.

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As with any legal issue, it is important that you obtain competent legal counsel before making any decisions about how to respond to a subpoena or whether to challenge one - even if you believe that compliance is not required. Because each situation is different, it may be impossible for this article to address all issues raised by every situation encountered in responding to a subpoena. The information below can give you guidance regarding some common issues related to subpoenas, but you should consult with an attorney before taking any actions (or refraining from acts) based on these suggestions. Separately, this post will focus on New Jersey law. If you receive a subpoena in a state other than New Jersey, you should immediately seek the advice of an attorney in your state as certain rules differ in other states.


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