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New York Trademark Attorney

What Should A Business Trademark?

What should a business trademark? Essentially anything commercial that’s part of your brand, think your business name, course titles, logo, and tagline or slogan. Any labeling that’s foundational to your brand and offerings, separating your from your competition. Created by the U.S. government in the 40’s, trademarks are the government’s way of protecting both businesses and consumers from a form of identity fraud. Nobody wants a knockoff, here’s the legal key to stopping copycats in their tracks. Now, in terms of getting started, it’s always a good idea to trademark from the ground up. Here’s a few essentials to think about:


It’s all fun and games until you’ve built a multi-six figure brand on a business name that’s… ALREADY TAKEN?! This is every digital entrepreneur’s worst nightmare, save yourself. At best, you figure it out and undergo an expensive rebrand. At worst, you’re taken to court and have to undergo an expensive rebrand. Just not worth it on any level. Trademarking your business’s name will nip those problems in the bud and ensure you’re good to go.

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Consumers recognize your business name, they also recognize your logo. Visuals hold so much power! Think NBC’s peacock or Target’s bullseye, that recognition is stamped on our brains just as much as the business name itself. This is the next step in brand security and safeguarding your unique identity. it really simplifies protecting your business and your intellectual goldmine.


Just do it. Think different. 

Ring a bell? Your business’s catchphrase is that next step in identity. Reading those, your brain instantly jumped to Nike and Apple without needing to mention the brand because their identity is so strong. Just like logos, slogans and taglines hold that serious brand recognition and protecting that is incredibly powerful.


From course titles to song lyrics, trademarking unique offerings can be a gold mine in and of themselves! Taylor Swift is the queen of trademarks, going so far as to protect her song lyrics via trademarking. Want to use “This Sick Beat,” “Party Like It’s 1989,” “Cause We Never Go Out of Style,” “Could Show You Incredible Things,” and “Nice to Meet You. Where You Been?” on merchandise? You’ll have to pay to T-Swift some hefty licensing fees in order to do so. Talk about passive income!

Taylor Swift GIF by The Voice - Find & Share on GIPHY

When wondering what a business should trademark, it’s always better to err on the side of protecting your brand identity from every angle, your brand identity is EVERYTHING.  Chidinma Asonye, COO at S by Serena, a clothing company founded by Serena Williams, says, “Consumers really do care about more than just buying products. They want to support brands that represent their feelings“. When you put the work into creating that consumer connection, why not safeguard it for the long run?

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Wondering how to protect your Trademark ASAP? Tip: you don’t need to wait 8-12 months.

We’re here to give you the breakdown on how to protect your brand in 5 minutes.

Click here to learn how.

P.S. Wondering how a trademark is registered? Don’t miss our breakdown here

**This post is for informational purposes only, no attorney-client privilege has been formed.

When wondering what a business should trademark, it’s always better to err on the side of protecting your brand identity from every angle, your brand identity is everything.

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