Deciding Your First Trademark: Name, Logo, or Slogan?

Why Registering Your Trademark Matters

Your brand is one of your business's most valuable assets, and trademark registration is the key to protecting it. Without a registered trademark, you risk losing control over your name, reputation, and customer trust. Competitors could claim your brand name, forcing you into costly legal battles or even a complete rebrand.

Beyond protection, trademarks add tangible value to your business. They enhance brand recognition, build credibility, and can even increase the overall worth of your company—especially if you plan to scale, license, or sell in the future. Securing your trademark isn’t just a legal formality; it’s a strategic business decision.

What to Trademark First: Name, Logo, or Slogan?

If you're unsure where to start, prioritize in this order:

1. Your Business Name – The Top Priority

• The foundation of your brand and how customers identify you

• Prevents others from using a confusingly similar name in your industry

• Protects your reputation and brand equity

2. Your Logo – Important, But Secondary

• Logos are unique but often evolve over time

• Prioritize name protection first if budget is a concern

• Consider registering your logo if it’s a critical part of your brand identity

3. Your Slogan – When It’s Worth Trademarking

• Not all slogans qualify (generic phrases won’t be approved)

• If your slogan is a major part of your brand strategy, protect it

• Examples: "Just Do It" (Nike), "I'm Lovin' It" (McDonald's)

When Is the Right Time to File?

The best time to file is before you launch. But if your business is already operating, the next best time is now. Waiting leaves you vulnerable to legal disputes, rebranding costs, and lost brand recognition. Even if you’re not using your mark yet, an intent-to-use application can secure your rights in advance.

One of the biggest mistakes entrepreneurs make is assuming their business is “too small” to need a trademark. Don’t wait until it’s too late—protection is always cheaper than litigation.

How to Protect Your Brand Today

Partnering with a trademark attorney ensures your application is properly filed and your brand is fully protected. A comprehensive trademark search is essential before filing to avoid conflicts that could result in rejection or legal challenges. As your business grows, so will your intellectual property needs. Make trademark protection a cornerstone of your brand strategy to secure your long-term success.

Take Action

If you’re serious about protecting your brand, schedule a consultation today. For a limited time, consultation fees will be credited toward your trademark package if you move forward within seven (7) days.