How To Trademark a Business Name in 2025: Costs, Steps, and Timeline 

Key takeaways: 

• Registering a trademark gives your business nationwide legal protection and helps prevent others from using names that could confuse your customers. 

• Careful preparation like searching the USPTO database, choosing a distinctive name, and submitting strong specimens, reduces the chances of delays or refusals. 

• Securing matching domain names alongside your trademark strengthens your brand identity and protects your business online, especially with tools from providers such as Network Solutions. 

Picking the right business name is a big deal. It’s how people remember you and what sets you apart. But once you’ve got it, tprotecting it is the next step.  

Trademarking your business name makes it legally yours and prevents others from using it.Filing a trademark usually costs about $350 per class and takes 12–18 months to finalize. It’s a bit of a process, but worth it for the peace of mind.  

In this guide, we’ll break down the steps, what you’ll need, and how to keep your name safe long-term. 

What is a trademark and how does it protect your business name? 

A trademark is a legal way to protect the words, symbols, or designs that identify your business. When you trademark your business name, you’re making it official that your brand is yours and that others can’t use something confusingly similar. Think of it as a shield that helps customers know they’re dealing with the real you, not an imitator. 

But a trademark isn’t the same as registering your business name or buying a domain. Registering with the state just lets you use the name locally, and a domain only secures your web address. To get nationwide legal protection, you need a United States Patent and Trademark Office (USPTO) trademark. 

For small business owners, this matters early on. Even if you’re starting small, a trademark protects your growth. Without it, you risk having to rebrand later if someone else registers your name first. By combining a trademark with your domain, you’re setting a strong foundation for both your legal and online identity. 

What are the benefits of trademarking a business? 

Trademarking keeps your business name and brand safe. It makes sure the work you put into building your business can’t be taken or copied by someone else. Here’s why it matters: 

• Nationwide legal protection 

• Brand credibility and trust 

• Stronger enforcement power 

• Support for business growth 

• Digital brand security 

• Long-term business value 

Nationwide legal protection 

When you register your trademark with the USPTO, you gain exclusive rights to your business name across the entire United States. This legal protection means you’re better positioned to stop others from using a name that’s too close to yours. It also makes it easier to take legal action if necessary, since your rights are clearly recognized. 

Brand credibility and trust 

A registered trademark builds credibility with customers, investors, and partners. Being able to use the ® symbol shows that your business name is legally protected and established. This added layer of professionalism can make your brand more memorable, trustworthy, and appealing. 

Stronger enforcement power 

With a registered trademark, you have the tools to enforce your rights if someone tries to copy your brand. You can send official cease-and-desist letters, escalate to legal proceedings, or block unauthorized use in digital marketplaces. Without trademark protection, these steps are harder to pursue and less effective. 

Support for business growth 

Trademark protection gives you the confidence to expand your business without worrying about someone else claiming your name first. Whether you plan to open new locations, grow your online store, or sell products nationwide, your trademark ensures that your brand name stays secure as you scale. 

Digital brand security 

Trademarks also play a role in protecting your digital identity. Securing your trademark alongside matching domain names helps prevent cybersquatters and competitors from taking advantage of your brand. This consistency across legal protection and online presence makes it easier for customers to find and trust you. 

Long-term business value 

Trademarks can become valuable assets that grow along with your business. Over time, a trademark adds to your company’s worth, making it a key part of your intellectual property portfolio. Trademarks can even be licensed or sold, turning your brand name into a revenue-generating asset in its own right. 

How to trademark your brand: Step-by-step guide 

Trademarking a brand involves specific steps that every business owner can follow. The process may seem formal, but it’s manageable when broken down into simple steps: 

• Step 1. Check if your business name is available 

• Step 2. Decide between federal and state trademark protection 

• Step 3. Identify your trademark class and gather documents 

• Step 4. File your application through the USPTO Trademark Center 

• Step 5. Monitor your application status 

• Step 6. After approval, maintain and enforce your trademark 

Step 1. Check if your business name is available 

Before you spend money on an application, it’s important to confirm your business name isn’t already taken. This step saves you time, money, and the headache of a rejected application.  

The first place to look is the USPTO’s trademark database (TESS), which lets you see if someone else has registered the same or a similar name in your category. If you find something too close, you may need to adjust your name before applying. 

It’s not only trademarks, though. You should also check: 

• Domain names. See if your business name is available as a .com or another extension you want. 

• Social media handles. Consistency across platforms helps prevent confusion and protects your brand identity. 

• Local business registries. Some states or counties keep their own records of business names. 

The goal here is alignment. Ideally, your trademark, domain, and social media handles should all match. That way, customers can find you easily, and you avoid running into conflicts down the line. 

Step 2. Decide between federal and state trademark protection 

Once you know your name is available, the next choice is deciding whether to register your trademark at the state level or the federal level. Both give you protection, but the scope and strength are different. 

Federal trademark (USPTO): 

• Gives you nationwide protection. 

• Stronger rights if you need to enforce your trademark in court. 

• Required if you plan to expand outside your home state or sell online across the U.S. 

State trademark: 

• Usually cheaper and faster to process. 

• Only protects you within that state’s borders. 

• A good fit for small, local businesses like a neighborhood bakery or barber shop. 

Think about your growth plans before choosing. If your business is local-only and likely to stay that way, state protection may be enough. But if you run an eCommerce store or plan to expand nationwide, federal registration is usually worth the cost and time. 

Step 3. Identify your trademark class and gather documents 

When filing your application, you’ll need to decide which trademark class your business falls under. Classes are categories that separate different types of goods and services for example, clothing, food, or software. Picking the right class is critical, since your protection only applies to the class (or classes) you register in. 

To prepare, you’ll also need some documents and details ready: 

• Specimen. An example of your business name in use, like a product label, website screenshot, or marketing material. 

• Business details. Your legal entity type, business address, and owner information. 

• Trademark format. Decide whether you’re filing for a word mark (text only, like your business name) or a design mark (a logo or stylized version of the name). 

A helpful tip: make sure your domain registration matches your trademark. Having consistent branding across your legal paperwork and online presence makes it easier to enforce your rights and avoids future conflicts. 

Step 4. File your application through the USPTO Trademark Center 

Once you’ve confirmed availability and gathered your documents, it’s time to file your application. This happens through the USPTO’s Trademark Center, where you’ll submit everything online. The process is straightforward but requires careful attention to detail. 

Here’s what to expect: 

• Cost. Filing fees start at about $350 per class of goods or services. If your business spans more than one class, expect the cost to increase accordingly. 

• Filing basis. You’ll need to decide whether your name is already in use (“use in commerce”) or if you plan to use it soon (“intent to use”). 

• Submission. Upload your specimen, fill in your business details, and submit payment through the USPTO system. 

Filing may feel like the “big step,” but think of it as setting the foundation. Once your application is in, the real waiting game begins. 

Step 5. Monitor your application status 

After you file, the USPTO won’t approve your trademark overnight. The review process usually takes 12–18 months, so patience is key. During this time, an examining attorney will review your application to make sure it meets all requirements and doesn’t conflict with existing marks. 

Here’s what you’ll need to do while you wait: 

• Check your status. Use the USPTO’s online system to track updates and deadlines. 

• Respond to office actions. If the examiner finds issues like needing clarification or noting a possible conflict. You’ll need to respond quickly to keep your application moving. 

• Use the ™ symbol. Until your trademark is officially approved, you can use “™” with your name. Once approved, you can switch to the registered “®” symbol. 

Staying on top of your application helps prevent delays and shows the USPTO you’re serious about protecting your name. 

Step 6. After approval, maintain and enforce your trademark 

Getting your trademark approved is a big milestone, but the work doesn’t stop there. To keep your rights, you need to maintain and actively protect your mark. 

Here’s what that looks like: 

• Renewals. Trademarks last indefinitely, but you must file maintenance documents and renew every 10 years to keep them active. 

• Ongoing monitoring. Keep an eye out for businesses that may try to use a name too close to yours. Early action helps you prevent dilution of your brand. 

• Consistent use. Always use your trademark the same way across your products, marketing, and website. Consistency strengthens your claim. 

A strong strategy combines your registered trademark with proactive online protection. Securing matching domain names and using tools like GlobalBlock to safeguard multiple extensions helps lock down your brand on both the legal and digital sides. 

How much does it cost to trademark a name? 

The USPTO charges about $350 per class of goods or services as of 2025. If your business fits under just one class, that’s your total cost. But if you sell in multiple categories, say clothing and skincare, you’ll pay $350 for each class you register. 

It’s also important to plan for long-term expenses. Trademarks must be maintained and renewed every 10 years, with additional fees for each filing. Staying on top of these deadlines keeps your protection active and avoids lapses that could put your brand at risk. 

Finally, while hiring a lawyer or using a trademark service isn’t required, many business owners choose to. Professional help can add a few hundred to several thousand dollars on top of USPTO fees, depending on the complexity of your application. For many, that extra cost is worth it to reduce the risk of mistakes or refusals. 

How long does it take to trademark a name? 

Trademarking isn’t a quick process, and that surprises many first-time applicants. From the moment you file to final approval, you’re looking at 12–18 months on average. Here’s what that timeline really looks like and what might affect it. 

The typical timeline 

The USPTO review process moves in stages, and each one takes time: 

• Initial review. Expect about 3–4 months before an examining attorney even looks at your application. 

• Publication period. If your mark passes the first review, it’s published for opposition. This gives other businesses a 30-day chance to object. 

• Final approval. If no one objects and all requirements are met, your mark is officially registered. 

What can cause delays 

Not every application moves smoothly. Common issues that can extend the timeline include: 

• Office actions. Requests from the USPTO for clarification, edits, or more evidence. 

• Conflicts. Your name may be too similar to an existing trademark. 

• Disputes. If another party challenges your application, it can significantly slow things down. 

Do you need a lawyer to trademark a business name? 

Filing a trademark might sound intimidating, but not every situation requires hiring an attorney. It really depends on how simple or complex your application is. Here’s how to decide: 

When DIY works just fine 

If you’re filing a straightforward word mark (just your business name in plain text) and only need protection in a single class, you can usually handle the USPTO application yourself. The online filing system is designed to guide small business owners through the process step by step. 

When a lawyer can help 

There are cases where legal expertise is worth the extra cost. Consider hiring an attorney if: 

• You’re registering in multiple classes (like selling both physical goods and digital services). 

• Your mark involves a logo or design that could raise questions. 

• You’ve received an office action or partial refusal from the USPTO. 

• You plan to use your brand internationally and need protection abroad. 

Cost vs. risk 

Attorney fees can range from a few hundred to several thousand dollars, depending on the complexity of your case. While that’s an added expense, it can save you from rejected applications, disputes, or costly mistakes. Think of it as weighing the upfront cost against the long-term risk of losing your brand name. 

Common trademarking challenges 

Trademark applications get denied for a few predictable reasons. Here are the most common ones and how to stay clear of them: 

• Using names that are similar to another brand 

• Using generic names 

• Having geographic or surname issues 

• Using weak specimens 

Using names that are similar to another brand 

If your business name is too close to an existing trademark, the USPTO may reject it. Even a small difference in spelling or design won’t help if customers could mistake your brand for another. That’s why it’s important to do a thorough search in the USPTO database, check online, and scan your industry before filing—your name should clearly stand out. 

Using generic names 

Words that simply describe what you sell rarely qualify for trademark protection. A name like “Fresh Bread Bakery” is too generic and won’t set your brand apart. To strengthen your application, use distinctive or creative wording that makes your business memorable beyond just describing the product. 

Having geographic or surname issues 

Trademarks built mainly on a place name like “Chicago Pizza Co.” or on a common last name such as “Smith Consulting” often get turned down. These types of names are considered too broad and widely used. Choosing something more unique from the start gives you a stronger chance of approval. 

Using weak specimens 

Your specimen, such as a product label, website screenshot, or ad, has to clearly show the trademark in actual use. If it looks vague, unprofessional, or disconnected from your goods or services, the USPTO may refuse it. Providing polished, clear examples that show your brand actively in the marketplace makes your application more credible. 

Domain names and securing your brand online 

Registering a trademark protects your name legally, but that’s only half the battle. Today, you also need to lock down your brand online. A strong domain strategy works hand in hand with your trademark to keep competitors, copycats, and squatters from taking advantage of your name. 

Here’s why domain names matter just as much as trademarks: 

• Brand consistency. Owning the domain that matches your trademark makes it easy for customers to find and trust you.  

• Protection against squatters. Without your domain, someone else could buy it and hold it for ransom or worse, mislead your audience. 

• Coverage across extensions. Securing multiple domain endings (.com, .net, .biz, etc.) prevents copycats from creating look-alike websites. 

• Long-term security. Tools like Network Solutions GlobalBlock let you protect your brand across hundreds of extensions at once, saving you from chasing them one by one. 

Pair your trademark with the right domains to make sure customers always find the real you and keep competitors and copycats away. 

Protect your business online with a registered trademark 

Securing your business name is a smart move for long-term success. A trademark gives you nationwide legal rights, while owning matching domains makes your brand easier to find and helps prevent others from misusing your name online. 

By combining these two, you strengthen your brand’s protection and reduce the risk of costly disputes or the need to rebrand. With Network Solutions trademark protection you can safeguard your domains, block potential copycats, and build a foundation for steady growth and customer trust. 

Frequently asked questions