Should I Register a Trademark?
Some of the most common questions small businesses and startups ask is about trademarks -- is it worth it? When should I seek one? What can a business trademark?
Here's the lowdown: trademarks are essentially about protecting brand identity. You can register a trademark for a service or good if the chosen name is not generic and does not infringe on an existing trademark. You may trademark a business name. You can even register a trademark for your given name if your name also identifies a business (Ralph Lauren has had his name trademarked since 1972).
It's important to note that you may have common-law protection for your brand even without filing for trademark status. In the United States, this means that if your name is non-generic and non-infringing, the common law provides protection for the first use of a name in a product category or geographical area. Of course, just as in a registered trademark, you will have to enforce your trademark yourself (the USPTO does not enforce trademarks on an owner's behalf).
It’s a good idea to get your trademark registered, however, because common law rights are limited to the geographic location in which the mark is used and because registration will help you in case of legal challenges -- a registered trademark allows the owner to sue in federal court and puts potential offenders on constructive notice that the trademark is claimed as exclusive to the owner, saving you valuable time in court if there is litigation.
While it is possible to file a trademark application without the aid of an attorney, it is nearly always better to do so. One mistake, as one of our clients found before coming to Howard & Kilgore Law, can cause months of delay and added expense. This is doubly important for a company such as a software startup, as there is often nuance to how you describe your product or service that will enhance your chances of getting your registration through.
If you have any questions about securing or enforcing a trademark, contact Howard & Kilgore Law for a free consultation.