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Your brand is your most important asset. Dive into Indie Law’s resources to guide you through the maze of trademark law and keep your brand safe from copycats and infringers!

How to Properly Use Trademarks: Avoiding Ornamental Pitfalls

Table of Contents

  1. Introduction
  2. What Is Ornamental Use?
  3. Why It Matters
  4. Distinguishing Ornamental from Trademark Use
  5. How to Protect Your Mark
  6. Legal Risks of Ornamental Use
  7. Conclusion

When it comes to trademarks, the distinction between what can be legally protected and what cannot often creates confusion. A key area where this confusion arises is with designs, phrases, or logos that are used ornamentally. The question isn’t how to trademark something ornamental, but how to ensure your use qualifies as trademark use and not just decoration.

In this guide, we’ll break down:

  • What ornamental use means
  • Why it matters
  • How to position your mark as a source identifier

Whether you’re a business owner, designer, or entrepreneur, this post will help you navigate the nuances of trademark use.

What Is Ornamental Use?

Ornamental use refers to designs, phrases, or symbols used purely for decorative purposes on goods like clothing, accessories, or merchandise. Unlike trademarks, which serve to identify the source of goods or services, ornamental designs do not function as brand identifiers.

Examples of Ornamental Use:

  • A t-shirt with “Stay Positive” printed prominently across the chest is ornamental.
  • A small logo on the tag or neckline of the same shirt identifying the brand is non-ornamental and qualifies as trademark use.

The U.S. Patent and Trademark Office (USPTO) often denies trademark applications for designs or phrases that are seen as purely ornamental because they lack the distinctiveness necessary to function as a trademark.

Why Does This Distinction Matter?

When a design or phrase is considered ornamental:

  • It cannot qualify as a trademark. Without functioning as a source identifier, it won’t receive legal protection.
  • It cannot stop others from using similar designs or phrases. If your use is purely decorative, competitors can replicate it without infringing on your rights.

For brand owners and entrepreneurs, this distinction is critical for protecting your intellectual property and avoiding legal challenges.

How to Distinguish Between Ornamental and Trademark Use

To ensure your mark qualifies for trademark protection, focus on how it is used in commerce. Here are key considerations:

1. Placement and Context

  • Place your design or phrase where consumers expect to see brand identifiers, such as product tags, labels, or packaging.
  • Avoid prominent placements that make the mark look purely decorative, like large prints across the front of a t-shirt.

2. Focus on Source-Identifying Use

  • Use the design or phrase consistently in ways that directly tie it to your business. For example, include it in advertisements, product listings, or on your website to reinforce its connection to your brand.
  • A mark must function as a signal to consumers that the product originates from a specific source, not just serve an aesthetic purpose.

3. Build Consistency Across Products

  • Use the mark on multiple products and in varied contexts (e.g., clothing tags, packaging, and promotional materials).
  • Consistent use reinforces its role as a trademark rather than decoration.

How to Use and Protect Your Mark

If you want to protect a design or phrase that might be seen as ornamental, here’s how to position it for trademark eligibility:

1. Incorporate It Into Packaging, Labels, or Tags

  • Place the design or phrase on product labels, hang tags, or packaging to show it functions as a brand identifier.

2. Ensure It’s Used as a Trademark

  • Even if a design is used decoratively, it must also appear in contexts that clearly identify your business as the source of the goods. For example:
    • Include the design on marketing materials.
    • Use it alongside non-decorative elements, like your business name or logo.

3. Avoid Misinterpretation of the Supplemental Register

  • If your mark initially lacks distinctiveness (e.g., it’s descriptive), the Supplemental Register can provide limited protection while you build recognition. However, this is not a solution for marks used purely ornamentally. To qualify for either register, your use must still be a source identifier.

4. Document Your Use

  • Provide evidence showing the design’s connection to your brand, such as:
    • Product photos with the design used on tags or packaging.
    • Marketing materials demonstrating consistent branding.
    • Sales data or customer feedback that ties the design to your business.

Legal Risks of Ornamental Use

Using a design purely as ornamentation has several risks:

1. No Exclusive Rights

  • Others can legally copy and use the same or similar designs without infringing on your rights.

2. Difficulty Enforcing IP Claims

  • Attempts to enforce trademark rights over a decorative design can lead to costly legal battles.

To avoid these risks, focus on proper trademark use from the start.

Tips for Avoiding Common Trademark Pitfalls

1. Conduct a Thorough Trademark Search

  • Before using a design, search the USPTO’s TESS database to ensure your desired mark isn’t already registered or in use.

2. Seek Legal Guidance

  • A trademark attorney can help you determine the best strategy for using and registering your mark.

3. Focus on Brand Development

  • Build consumer recognition through consistent use of your mark as a source identifier across all branding elements.

Conclusion

Understanding the difference between ornamental and trademark use is essential for protecting your intellectual property. Designs or phrases used purely as decoration don’t qualify for trademark protection. However, with strategic placement and consistent use, you can establish your mark as a source identifier and secure the rights necessary to protect your brand.

Joey Vitale — Founding Trademark Attorney at Indie Law

About the Author

Joey Vitale, Esq.

CEO & Founding Trademark Attorney at Indie Law®

Joey Vitale is the CEO & Founding Trademark Attorney at Indie Law, a trademark law firm that helps you get peace of mind knowing you legally own your brand. He and his team are on a mission to be the best brand protectors they can be, and they’ve filed well over 2,500 trademarks. In addition to being an award-winning attorney, Joey is an internationally renowned speaker and the host of the chart-topping podcast, The Passive Income Lawyer. Learn more →

Deciding Between a Trademark Attorney and DIY Approach for Trademark Searches

Table of Contents

  1. Introduction
  2. The Risks of DIY Trademark Searches
  3. Benefits of a Professional Trademark Search
  4. Why Choose Indie Law for Your Trademark Search

As an entrepreneur, your brand is your business’s most valuable asset. It’s your identity, reputation, and the foundation of your growth. Protecting it isn’t just a good idea—it’s essential. And when it comes to registering a trademark, the way you approach your search can make or break your ability to safeguard your brand.

You might be wondering: “Should I handle the trademark search myself or hire a professional?” Here’s why trusting an experienced trademark attorney is the smarter choice, and how Indie Law makes the process simple, stress-free, and effective.

The Real Risks of DIY Trademark Searches

The idea of saving money by doing a DIY trademark search might sound appealing at first. After all, tools like the USPTO’s free database are just a click away. But here’s the catch: DIY trademark searches often fall short in ways that can cost you big down the road.

  1. You Don’t Know What You Don’t Know: Trademark law is complex, and DIY tools only scratch the surface. They’re limited to federal databases, leaving out state, common law, and international trademarks. Worse, they don’t help you identify nuanced conflicts—like trademarks that don’t look the same as yours but still sound similar enough to cause legal trouble.
  2. Mistakes Are Expensive: A missed conflict or misinterpreted result can lead to a rejected application—or worse, a legal dispute after you’ve already invested in building your brand. Fixing these mistakes takes time and money, often more than what you’d have spent on doing it right the first time.
  3. You’re on Your Own: DIY searches don’t come with expert advice. When you hit a roadblock or uncover a potential conflict, you’re left guessing about your next steps. That uncertainty can delay your application and leave your brand exposed for longer than necessary.

Why a Professional Trademark Search From an Attorney Is Worth It

When you work with a trademark attorney, you’re not just paying for a search—you’re investing in peace of mind. Here’s why the pros, like Indie Law, are your best bet for protecting your brand.

  1. Expert Eyes on Your Search: Trademark attorneys live and breathe trademarks. They know how to spot potential conflicts that most people would overlook, and they’re trained to analyze complex results with precision.
  2. Comprehensive Searches: A professional search doesn’t stop at federal trademarks. It dives deep into state, common law, and international databases, giving you a complete picture of potential risks. This thoroughness is critical for avoiding hidden problems that could derail your application.
  3. Legal Strategy: The trademark process isn’t just about finding potential conflicts—it’s about navigating them. When you work with an attorney, you’re getting legal guidance on how to strengthen your application, overcome obstacles, and position your brand for success.
  4. Save Time and Stress: A professional search streamlines the process, saving you hours of frustration and guesswork. Instead of trying to figure out what the results mean and what to do next, you’ll have a clear plan of action from an expert.

Why Indie Law Is the Right Choice for Your Trademark Search

At Indie Law, trademarks aren’t just one of the things we do—they’re the only thing we do. With over 1,000 trademarks filed and a proven track record of success, we’ve built our reputation as the go-to law firm for entrepreneurs who want to protect their brands the right way.

Here’s what sets us apart:

  • Comprehensive Expertise: Our team of attorneys and specialists knows trademarks inside and out. When you work with us, you’re not just getting a search—you’re getting a strategy.
  • Flat-Fee Pricing: No hidden costs, no surprise bills. Our flat-rate pricing means you’ll know exactly what you’re investing upfront.
  • Stellar Client Experience: Communication is our top priority. We keep you informed every step of the way, so you’re never left in the dark.
  • Results-Driven Promise: If your trademark application isn’t successful, your next one is on us—no fine print, no gimmicks.
  • Purpose-Driven Mission: Through our “Get a Trademark. Save the Planet®” initiative, we plant 20 trees for every trademark we file. Protecting your brand also helps protect the planet.

Joey Vitale — Founding Trademark Attorney at Indie Law

About the Author

Joey Vitale, Esq.

CEO & Founding Trademark Attorney at Indie Law®

Joey Vitale is the CEO & Founding Trademark Attorney at Indie Law, a trademark law firm that helps you get peace of mind knowing you legally own your brand. He and his team are on a mission to be the best brand protectors they can be, and they’ve filed well over 2,500 trademarks. In addition to being an award-winning attorney, Joey is an internationally renowned speaker and the host of the chart-topping podcast, The Passive Income Lawyer. Learn more →

Can I Trademark “Turkey Day”?

Thanksgiving is a time for turkey, traditions, and (if you are a savvy business owner) big branding opportunities. If you ave wondered whether you can trademark the term Turkey Day to give your business a festive edge, this post has everything you need to know. Spoiler alert: it as not as simple as carving up a bird.

Let as dive into the specifics of trademarking “Turkey Day,” address the challenges, and sprinkle in a little Thanksgiving cheer while we are at it.

The Challenge of Trademarking Turkey Day

If you ave been exploring trademarks, you know distinctiveness is key. For a phrase like Turkey Day, which is widely recognized as a nickname for Thanksgiving, meeting the requirements can be tricky. Here as why:

1. It as Generic (or Descriptive)

Trademark law doesn at allow generic or descriptive phrases to be trademarked unless they ave acquired distinctiveness. “Turkey Day” is often used interchangeably with Thanksgiving, so proving it identifies your brand specifically‚Äîand not just the holiday‚Äîwould be the first hurdle.

2. You Need to Stand Out

To succeed, you ad need to show the phrase has taken on a unique association with your business. For example, if “Turkey Day” is the name of a special product line, an annual event, or something your brand has been using extensively, it could gain distinctiveness over time.

3. Check for Conflicts

Before you can claim “Turkey Day,” you need to ensure no one else has already trademarked it or something similar in your industry. Use the USPTO Trademark Search Tool to confirm its availability.

How to Make Turkey Day Work for Your Brand

If you are determined to give Turkey Day a shot, here as how you can approach it:

1. Tie It to Something Specific

Generic phrases become trademarkable when tied to distinct products or services. For example:

  • A Turkey Day app that helps people plan Thanksgiving meals.
  • A line of holiday-themed kitchenware under the name Turkey Day.
  • An annual “Turkey Day” fun run or charity event.

The more niche and unique your use of the term, the better your chances of securing a trademark.

2. Build Recognition

To establish distinctiveness, focus on consistent branding. Use the term in your marketing, advertising, and product packaging. Over time, this could help consumers associate Turkey Day with your business.

3. Explore Alternative Phrases

If “Turkey Day” feels too risky or generic, consider variations like “Turkey Day Bash” or “Turkey Day Feast.” Adding a unique twist makes it easier to claim exclusivity.

Real-Life Inspiration: Trademarking Holiday Terms

Trademarking holiday-related terms is possible—but not always easy. Some successful examples include:

  • Elf on the Shelf: Tied to a specific product and marketing campaign.
  • Black Friday: Often trademarked for specific services or products but not as a broad concept.
  • Festivus: Trademarked by its creator for use in books, apparel, and other items.

The lesson here? Context matters. Your ability to trademark depends on how you use the phrase.

Fun Thanksgiving Fact:

The Butterball hotline gets over 100,000 calls each Thanksgiving. If you are branding Turkey Day as a hotline or service, maybe you all be the next big hit in holiday help!

Step-by-Step: How to Trademark “Turkey Day”

If you are ready to pursue a trademark, here as how to get started:

  1. Search the USPTO Database
    Check the Trademark Electronic Search System (TESS) for any conflicts.
  2. Choose a Trademark Class
    Decide what category your goods or services fall into (e.g., kitchenware, events, or software).
  3. File Your Application
    Submit your trademark application through the USPTO as TEAS System. Include evidence of how you are using (or plan to use) the term in commerce.
  4. Respond to Examiner Questions
    The USPTO may request clarification or additional evidence. Be ready to explain why “Turkey Day” deserves trademark protection.

Is It Worth It?

Pursuing a trademark for “Turkey Day” can be worth it if:

  • You are using the phrase in a way that as truly unique.
  • You have the resources to prove distinctiveness in the marketplace.
  • The branding opportunity aligns with your long-term business goals.

If it feels like too much of a challenge, consider focusing on other creative branding ideas that are easier to protect.

Fun Thanksgiving Tip:

While you’re at it, consider trademarking a festive tagline for your business, like “The Gobble Guru” or “Pie Perfect.” These creative phrases are more likely to stand out‚Äîand resonate with customers!

A Thanksgiving Farewell

Trademarking “Turkey Day” might not be as easy as passing the mashed potatoes, but with creativity and strategy, it could be a game-changer for your brand. Whether you are carving out a niche for your business or just enjoying the holiday, remember: distinctiveness is the secret to success‚Äîjust like a perfectly seasoned turkey.

Joey Vitale — Founding Trademark Attorney at Indie Law

About the Author

Joey Vitale, Esq.

CEO & Founding Trademark Attorney at Indie Law®

Joey Vitale is the CEO & Founding Trademark Attorney at Indie Law, a trademark law firm that helps you get peace of mind knowing you legally own your brand. He and his team are on a mission to be the best brand protectors they can be, and they’ve filed well over 2,500 trademarks. In addition to being an award-winning attorney, Joey is an internationally renowned speaker and the host of the chart-topping podcast, The Passive Income Lawyer. Learn more →

Is a Trademark Expense Tax Deductible?

As a business owner, you ave probably invested time and money into securing a trademark to protect your brand. But when it comes to tax season, one question may arise: Are trademark expenses tax deductible? The short answer is yes—sometimes. It all depends on the type of expense and how it as classified by the IRS. Let as unpack the details and provide real-world examples to make it clear.

Breaking Down Trademark Expenses

Trademark costs can be split into a few categories:

  • Initial registration costs: Filing fees, attorney fees, and related expenses to register a new trademark.
  • Ongoing costs: Renewal fees and maintenance expenses to keep your trademark active.
  • Legal costs: Fees to defend or enforce your trademark rights.
  • Acquisition costs: Expenses related to purchasing a trademark from another business.

Each type of expense is treated differently for tax purposes, which makes understanding the rules critical for maximizing your deductions.

Tax Treatment of Trademark Costs

Initial Registration Costs

When you are first registering a trademark, those expenses are generally considered part of your startup costs. The IRS allows you to:

  • Deduct up to $5,000 of total startup costs in your first year, as long as those costs don at exceed $50,000.
  • Amortize any remaining costs over 15 years. This essentially spreads the deduction over time.

For example, if you spend $10,000 on filing fees and attorney services to register your trademark while launching your business, you can deduct $5,000 in the first year and the remaining $5,000 over the next 15 years.

This rule applies broadly to many startup expenses, as detailed in IRS Publication 535.

Ongoing Maintenance Costs

Once your trademark is registered, ongoing expenses like renewal fees are generally deductible as ordinary and necessary business expenses. These fall under Section 162 of the Internal Revenue Code, which covers day-to-day costs directly related to running your business.

Example:
If you pay $500 for a trademark renewal, you can deduct the full amount in the year you incur the expense. This is similar to how you ad deduct software subscription fees or office supplies.

Legal Costs

Legal fees for defending your trademark are also deductible, provided the trademark is actively used in your business. For example:

  • If you spend $3,000 on attorney fees to stop another company from infringing on your trademark, you can deduct those costs as a business expense.
  • However, if the legal dispute involves personal use of the trademark (e.g., a family-owned brand name not tied to a business), those expenses may not qualify.

Legal costs can be tricky, so consulting a CPA or tax attorney is often the best way to ensure compliance.

Acquisition Costs

Buying an existing trademark from another business is a different story. These costs are treated as capitalized expenses, meaning you can at deduct them all at once. Instead, they must be amortized over 15 years, similar to how you ad treat the purchase of other intangible assets.

Example:
If you acquire a trademark for $30,000, you all need to spread that expense across 15 years, deducting $2,000 annually.

Real-World Examples of Trademark Deductions

Here as how these rules play out in practice:

  1. A Startup Registering a New Trademark
    • You spend $4,000 on application fees and $1,500 on legal fees for your new brand as trademark.
    • Total cost: $5,500.
    • Deduction: You can deduct $5,000 in your first year as part of your startup costs and amortize the remaining $500 over 15 years.
  2. An Established Business Maintaining a Trademark
    • Your business pays $1,200 for renewal fees and $2,000 for legal support in an infringement case.
    • Deduction: Both expenses are fully deductible as they are part of your ongoing business operations.
  3. Buying a Trademark
    • You purchase an existing trademark for $50,000.
    • Deduction: This cost must be capitalized and amortized over 15 years, meaning you can deduct $3,333 annually.

Gray Areas to Watch For

While trademark expenses are often deductible, some situations can be murky:

  • If your trademark is not yet in use or is tied to personal projects, deductions may not apply.
  • If you bundle trademark-related expenses with other intangible assets in a business acquisition, you may need to allocate the costs appropriately.

Tax regulations are nuanced, so a professional opinion can help avoid errors. For example, The Balance provides useful guidance on business tax deductions, which can be helpful when navigating the complexities of startup and operational costs.

Practical Tips for Managing Trademark Expenses

To make the most of your deductions:

  1. Keep detailed records. Save receipts, invoices, and contracts related to all trademark-related expenses.
  2. Separate startup and operational costs. This distinction affects how and when you can deduct your expenses.
  3. Consult an expert. Tax professionals can help you optimize deductions while staying compliant with IRS rules.

Final Thoughts

Trademark expenses can be tax deductible, but the rules vary depending on the nature of the costs. By understanding whether your expenses qualify as startup costs, operational expenses, or capitalized assets, you can make the most of your deductions and save money during tax season.

If you are unsure about how to classify or deduct your trademark expenses, consult the IRS as official resources, like Publication 535, or reach out to a tax professional for personalized advice.

 

Joey Vitale — Founding Trademark Attorney at Indie Law

About the Author

Joey Vitale, Esq.

CEO & Founding Trademark Attorney at Indie Law®

Joey Vitale is the CEO & Founding Trademark Attorney at Indie Law, a trademark law firm that helps you get peace of mind knowing you legally own your brand. He and his team are on a mission to be the best brand protectors they can be, and they’ve filed well over 2,500 trademarks. In addition to being an award-winning attorney, Joey is an internationally renowned speaker and the host of the chart-topping podcast, The Passive Income Lawyer. Learn more →

Podcast Feature: Joey Vitale on the Wealthy Wellthy Podcast Discussing Trademarks and Brand Protection

We’re excited to share that Joey Vitale, founder of Indie Law, was recently featured as a guest on the renowned Wealthy Wellthy Podcast with host Krisstina Wise. In the episode, Joey shares his expertise on trademarks and how they are essential for protecting and growing a brand.

The episode, titled Trademark Essentials from Peacemaker to Brand Protector dives deep into:

  • Why trademarks are a critical part of any business strategy.
  • The common misconceptions business owners have about trademarks.
  • How Indie Law has helped countless entrepreneurs secure their brands and safeguard their futures.

Joey’s passion for empowering entrepreneurs through brand protection shines throughout the episode. His approachable and insightful explanations make this a must-listen for business owners at any stage.

Listen to the full episode here:Wealthy Wellthy Podcast Episode 293

At Indie Law, we believe in helping entrepreneurs and business owners thrive by giving them the tools to protect what they’ve worked so hard to build. Joey’s conversation with Krisstina touches on why trademarks aren’t just legal jargon they’re a key to long-term success.

We are proud to see Joey’s expertise recognized on such a respected platform. His work continues to make an impact by helping business owners secure their brands, grow confidently, and focus on what they do best.

 miss this insightful conversation check it out here: Listen Now.

Joey Vitale — Founding Trademark Attorney at Indie Law

About the Author

Joey Vitale, Esq.

CEO & Founding Trademark Attorney at Indie Law®

Joey Vitale is the CEO & Founding Trademark Attorney at Indie Law, a trademark law firm that helps you get peace of mind knowing you legally own your brand. He and his team are on a mission to be the best brand protectors they can be, and they’ve filed well over 2,500 trademarks. In addition to being an award-winning attorney, Joey is an internationally renowned speaker and the host of the chart-topping podcast, The Passive Income Lawyer. Learn more →

Should You Trademark Your Company Name or a Product Name?

If you’re wondering whether to trademark your company name or a product name, you’re not alone. Many business owners struggle with this decision, and it’s not always clear what’s best for your brand.

Does your trademark need to include(The short answer is no but there are exceptions.) Or is it more effective to trademark a specific product name instead of your company name?This guide will help you understand the differences, weigh the pros and cons, and make the best decision for your business.

What Is a Trademark, and Why Is It Important?

A trademark legally protects identifiers like names, logos, or slogans that distinguish your brand. By registering a trademark, you ensure others in your industry cannot use something similar, helping you protect your brand identity and reputation.

Examples of trademarks:

  • Company Name: Amazon, Coca-Cola, or Nike.
  • Product Name: iPhone (Apple), Big Mac (McDonald’s), or Tide (Procter & Gamble).

To learn more about what trademarks protect, visit the U.S. Patent and Trademark Office (USPTO).

1. Should You Trademark Your Company Name?

Trademarking your company name is ideal if your business relies on a single, unified identity to attract and retain customers.

Benefits of Trademarking Your Company Name:

  1. Broad Brand Protection:
    Your company name becomes legally protected, ensuring no competitor can use it or a confusingly similar name in your industry.
  2. Unified Branding:
    If your company name is central to your identity, customers will associate it with all your products and services. For example, Amazon has trademarked its company name, making it synonymous with its brand.
  3. Scalability:
    A company-name trademark makes it easier to expand into new markets or launch additional products without needing separate trademarks.

When It’s the Right Choice:

  • You plan to market your business as one cohesive brand.
  • Your company name is your primary selling point (e.g., law firms, personal brands).
  • You want broad protection across all products and services.

2. Should You Trademark a Product Name?

If your products or services are distinct from your company’s identity or target different audiences, trademarking specific product names can be more effective.

Benefits of Trademarking a Product Name:

  1. Clear Differentiation:
    Product trademarks help create a unique identity for individual offerings, making them easier to market. For example, Tide is a trademarked product of Procter & Gamble, yet customers often don’t know the parent company.
  2. Targeted Marketing:
    A product-specific trademark allows for tailored branding and advertising, especially in competitive markets.
  3. Legal Flexibility:
    By trademarking a product name, you protect that offering independently of your company, which can be helpful if you discontinue or sell the product.

When It’s the Right Choice:

  • You manage multiple brands or product lines that serve different audiences.
  • Your products have stronger recognition than your company name.
  • You want to build equity in individual product names for potential licensing or sales.

3. Can You Trademark Both?

Yes! Many businesses choose to trademark both their company name and product names. While this approach requires more effort and cost, it provides the most comprehensive legal protection and branding flexibility.

Examples:

  • Apple Inc.: Apple trademarks its company name, as well as its products like iPhone, iPad, and MacBook.
  • Microsoft: Microsoft protects its company name and individual products like Windows and Xbox.

When to Consider Both:

  • Your company and products have strong, separate identities.
  • You want maximum protection for your brand portfolio.

4. Do You Need to Include in a Trademark?

In most cases, no. Legal designations like “LLC” or “Inc.” aren’t required in trademarks and often aren’t considered distinctive enough to warrant protection. The USPTO typically excludes these terms from trademark applications.

Exception:
If the legal suffix is critical to how your brand is identified (e.g., “The Burger Shack LLC”), you might include it in your trademark. However, this is rare.

5. How to Decide: Key Questions to Ask

  1. What’s more recognizable: your company name or product name?
    If customers know your products better than your company, trademark the product name.
  2. Do you plan to sell multiple products or services?
    If so, separate trademarks may offer more flexibility.
  3. What are your long-term goals?
    If you’re building a cohesive brand, trademarking the company name is often better. For a multi-brand strategy, product trademarks are more effective.

Costs and Considerations

Trademarking a name involves filing an application with the USPTO, which typically costs $250–$350 per class of goods or services. The process can take several months to complete.

For details on filing fees and timelines, visit the USPTO Fee Schedule. If you’re filing internationally, check out the World Intellectual Property Organization (WIPO) for global trademark protections.

6. SEO and Branding Implications

Your trademark decision impacts how customers find and interact with your brand online.

  • Company Name Trademark: Boosts SEO if customers search directly for your business name.
  • Product Name Trademark: Helps capture search traffic for specific products or services.

Pro Tip: Use tools like Google Keyword Planner to research how people are searching for your company and product names. This data can guide your trademark strategy.

Conclusion: What Should You Trademark?

The decision to trademark your company name or product name depends on your business structure, goals, and target audience.

  • Trademark Your Company Name if you want to build a unified brand and protect your overall business identity.
  • Trademark a Product Name if your products need unique branding or cater to distinct audiences.
  • Do Both if you want comprehensive protection and flexibility.

For personalized advice, you might want to reach out to a friendly trademark attorney at Indie Law. We’re here to help you assess your needs and smoothly navigate the application process!

Joey Vitale — CEO & Founding Trademark Attorney at Indie Law

ABOUT THE AUTHOR

Joey Vitale

CEO & Founding Trademark Attorney, Indie Law

Joey Vitale is the CEO & Founding Trademark Attorney at Indie Law, a trademark law firm that helps you get peace of mind knowing you legally own your brand. He and his team are on a mission to be the best brand protectors they can be, and they've filed well over 2,500 trademarks. In addition to being an award-winning attorney, Joey is an internationally renowned speaker and the host of the chart-topping podcast, The Passive Income Lawyer.

Learn more →

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Did you know?

Without Trademarks, You Have ZERO Rights To Your Brand.

We’re talking business names, logos, slogans… even podcast titles. Lots of entrepreneurs don’t protect their trademarks until it’s too late.

So we made a short, free video to help you avoid the biggest, most dangerous mistakes that business owners make.

Wanna see it?

UH, YES PLEASE!