Perspectives

May is Small Business Month-a time to celebrate the entrepreneurial spirit and the incredible effort that goes into building a brand from the ground up. One of the most overlooked legal tools in a small business’s toolbox? Trademarks. Whether you’re launching a new venture or growing an established one, understanding trademarks is essential for protecting your business identity and long-term success.

Here are some frequently asked questions-along with some extra insight from our team-to help small business owners make smart, informed decisions about trademark protections.

When Should I Think About Getting a Trademark?

As early as possible-ideally when choosing your business name, logo or tagline. 

Trademarks are more than just symbols or words, they’re legally protected identifiers of your brand. Conducting a clearance search before committing to a name can save you from legal battles and rebranding costs later. Early trademark planning also gives you a competitive edge by helping you secure exclusive rights before your competitors do.

WFJ Tip: Even if you’re not ready to launch, you can still start the process through an Intent-To-Use application (more on that below).

How Long Does it Take to Get a Trademark?

On average, it takes 14-15 months to receive the full registration. 

The trademark process isn’t immediate-it involves detailed examination by the United States Patent and Trademark Office (USPTO), a public opposition period, and possible office actions (requests for clarification or denial). During this time, your application goes through several rounds of review.

WFJ Tip: Start early so you don’t have to delay a product launch or marketing campaign while waiting for trademark approval.

I’m Interested in Getting a Trademark-Where Do I Start?

Start with a comprehensive clearance search. 

This search checks federal and state databases-and sometimes even common law sources-to see if your desired name or logo is already in use. Skipping this step increases your risk of accidentally infringing on someone else’s trademark, which can lead to costly litigation or forced rebranding.

WFJ Tip: Let our legal team handle this for you. We know what to look for and how to advise you on risk.

Do I Have to be Offering the Product/Service Before Applying for a Trademark?

No! You can file on an Intent-to-Use basis. 

This type of application allows you to “reserve” your trademark for up to 6 months (with extensions available), giving you time to prepare for launch while securing your rights. Once your product or services hits the market, you file a “statement of use” to complete registration.

WFJ Tip: This is ideal for startups and pre-revenue businesses. It protects your branding while you finalize development or marketing plans.

Once My Trademark is Registred, What Does It Protect and For How Long?

It protects the specific goods/services listed in your application-and can last forever with proper maintenance. 

Trademarks don’t automatically cover everything your business does. They are tied to specific categories (called “classes”) of goods and services. After registration, you must file maintenance documents to keep your rights active:

• First maintenance due between 5-6 years
• Renewals required every 10 years

WFJ Tip: Ongoing protection=ongoing value. Your trademark becomes a business asset that can be licensed, sold, or used to stop copycats.

Small Business, Big Protection

Investing in trademark protection is one of the smartest moves you can make as a business owner. At Wagner, Falconer & Judd, we help simplify the trademark process so you can focus on building your business with confidence.

When starting a small business, addressing legal considerations early on can help lay a solid foundation and avoid costly mistakes. Here are 10 key things to consider, do, or impliment:

Choose the Right Business Structure

• Decide on the legal entity (e.g., sole proprietorship, partnership, LLC, corporation)
• Consider liability protection, tax implications, and administrative responsibilities

Register Your Business

• Register your business name with your state and/or county
• File necessary paperwork to establish your business legally

Obtain Necessary Licenses and Permits

• Research and apply for local, state, and federal licenses or permits required for your industry
• Esure compliance with zoning laws

Understand Employment Laws

• If hiring employees, comply with wage and hour laws, anti-discrimination laws, and workplace safety requirements
• Have clear employe policies and an employee handbook

Draft and Review Contracts

• Use clear, enforceable contracts with customer, suppliers, and partners
• Include terms addressing payment, termination, liability, and dispute resolution

Protect Intellectual Property

• Trademark your business name and logo if necessary
• Consider copyright protections for original content and patents for inventions

Develop a Risk Management Plan

• Obtain appropriate insurance (e.g., general liability, property, worker’s compensation, errors and omissions)
• Limit liability through indemnity clauses in contracts

Comply with Tax Obligations

• Apply for an Employer Identification Number (EIN) with the IRS
• Understand and file required federal, state, and local taxes, including sales tax if applicable

Establish Clear Financial Practices

• Seperate personal and business finances by opening a business bank account
• Maintain accurate financial records for tax and compliance purposes

Stay Current with Legal and Regulatory Changes

• Monitor laws and regulations affecting your industry
• Parnter with a legal professional or compliance partner to ensure ongoing compliance

By proactively addressing these areas, small businesses can reduce risks, remian complant, and set themselves up for long-term success. To learn more about WFJ’s business consulting services, get connected with one of our attorneys today. 

Protecting your brand is crucial for long-term success. One powerful tool in your arsenal is a trademark. Let’s delve into the key aspects of trademarks that will help you navigate the process.

 1. What is a Trademark?

At its core, a trademark is a source identifier. Logos, slogans, business names, sounds, or designs can serve as trademarks. When attached to a product or service, these identifiers enable consumers to associate them with the company that produces them.

2. When Should I think of Getting a Trademark?

The attorneys at Wagner, Falconer & Judd suggest trademarking early in your business journey, especially when deciding on a business name. Early consideration not only enhances your chances of protecting your brand but also minimizes the risk of infringing on someone else’s trademark rights.

3. How Long Does it Take to Get a Trademark?

The timeline for obtaining a trademark varies, influenced by the workload at the United States Trademark and Patent Office (USPTO). Currently, the USPTO estimates a timeline of 14-15 months from the application date to registration.

4. When Can I use the ® or TM symbols?

Us the TM symbol freely with any source identifier at any tie, and it may even assist your trademark application. The ® symbol is reserved for federally registered trademarks with the USPTO.

5. What are the Benefits of Registering a Trademark with the USPTO?

A registered trademark facilitates easier enforcement of your rights, protecting against scammers using similar domain names and offering advantages when working with online retailers like Amazon.

6. State Trademark vs. Federal Trademark

While a state trademark offers protection within a specific state, a federal trademark provides national coverage and generally stronger protections under federal law.

7. Where Do I Start?

Begin with a clearance search, exploring relevant federal and state databases to determine the availability of your desired trademark. Professional assistance, such as consulting with Wagner, Falconer & Judd, can streamline this process.

8. Do I have to Register a Trademark to Use it in Commerce?

No, registration is not mandatory before using a trademark in commerce. However, it’s advisable to register to strengthen your brand’s protection against infringement.

9. Do I Have to Offer the Product/Service Before Applying for the Trademark?

No-you can file on an Intent-to-Use basis. This allows you to reserve a trademark for six months after receiving a Notice of Allowance, with the option for up to five additional 6-month extensions.

10. Once Registered, What Does it Protect and for How Long?

A registered trademark protects the products in the listed classes of goods and services. After the initial registration, renewals are required every 10 years, with an additional filing after the first 5 years.

By taking proactive steps you can navigate the trademark landscape with confidence-and the attorneys at Wagner, Falconer & Judd are always standing by to support you on your journey. Reach out to one of our Intellectual Property attorneys today to learn more.