Why Should a US Start-up Trademark its Business Name?


When starting a business, one of the most important things you can do is get a trademark. A trademark is a way of proving ownership and protecting your brand. It gives you legal protection against businesses that may try to copy or imitate you. Trademarks are also relatively inexpensive: getting one costs around $225.

Protect your Brand

The main reason to trademark your business name is so that you can protect it. A trademark is a way of preventing others from using your brand name and logo, which means that if someone else uses the same company name or logo as you, they run the risk of getting sued.

It’s also important to understand why trademarks are called “marks”—they mark ownership. You can think about trademarks like an owner’s tag on a piece of furniture: If someone wants to use it, they need permission from whoever owns it first.

Legal Protection

A trademark is a phrase, symbol, word, or design that identifies and distinguishes the source of the goods of one party from those of others. Trademarks are often used to indicate the quality or characteristics of a product or service.

Trademark law protects both registered and unregistered trademarks. It helps prevent consumer confusion by ensuring that consumers know who makes what they’re buying. For example: if you see a bottle of Coca-Cola in front of you at a restaurant, you know it’s Coca-Cola because it has the unique logo on it identifying its brand name and company owner—even if someone else owns that specific bottle. This means that when you see another bottle with an identical Coca-Cola logo on it (and no other visible differences) then your immediate assumption is likely going to be that this is also Coca-Cola, however, without any other distinguishing features between them then there could easily be some confusion about which beverage actually belongs where.

Trademarks are Easy to Get

Trademarks are easy to get. It’s pretty simple, actually: you can do it yourself, or hire a lawyer. You can file for a trademark online (which is free), by mail ($225), or by phone ($325). If you’re feeling ambitious and would like to save some money, there’s also the option of filing for your trademark in person at the Patent and Trademark Office.

Trademarks are Relatively Inexpensive

The cost of a trademark is relatively inexpensive. If you are pursuing a trademark for your business name, it will cost $225. You can also file for trademarks on logos and slogans, which will cost $200 each. This isn’t the kind of money that would keep you up at night if it were lost—but having it stolen from you could be devastating to your company.


A trademark is a symbol or word/phrase that identifies the source of a product or service. Trademarks can be either federally registered with the U.S. Patent and Trademark Office (USPTO) or unregistered.

Trademarks are used to:

  • Identify your company as the source of goods and services.
  • Prevent confusion about who is providing a product or service.
  • Distinguish your products from those of other companies using similar marks for similar products or services.


If you’re a US-based start-up, trademarking your business name is an essential step. It’s easy, inexpensive, and provides you with legal protection from anyone who wants to use your brand or logo without permission. In addition, trademarks help build trust with customers—they show that you care about quality and consistency when it comes to what they see on store shelves or in advertisements. So if you want to protect your brand name and make sure no one else can use it for their own purposes? Then trademark away.

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