For most established businesses, the most important asset is its brand. When one considers some of the most prominent brands today, it becomes clear that without the exclusive use its owner enjoys over it, by virtue of trademark laws, all goodwill that the business benefits from is lost. Whether its the main company brand, its logo, or one of the many other trademarks that a company uses in the marketplace to identify its various goods and services, protecting these valuable trademark assets is one of the most important things that any business should address.
So where does one turn to ensure that its trademarks are protected to the maximum extent allowed by law? The process of getting this protection for a trademark in the United States involves registering the trademark with the United States Patent & Trademark Office (USPTO). There are several options.
One can turn to a law firm. This is certainly the most expensive option. Trademark attorneys at law firms generally charge by the hour and, depending on the size of the firm, hourly rates can range from $250 to $600. Given the uncertainties involved in the trademark registration process, this can add up to an unpleasant surprise when all is said and done.
Unfortunately, a lot of people use the services of so-called document filers, including the giant of the industry, LegalZoom. This is never the right choice. It is a little known fact that these services do not in fact register your trademark. They merely file an application with the information that you provide to them without any legal review or follow-up. If you are thinking of using such a “garbage-in, garbage-out” service, you might as well save your money by cutting out the middleman and doing it yourself.