This month’s Guest Glimmer blog post was written by and in partnership with Lindsay of Lane Law.

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You have the idea, now it’s time to bring it to life. But before you dive into mood boards, color palettes, and font styles, there’s one step that could save you thousands of dollars and a lot of unnecessary stress… registration and trademarking your brand! 

In an ideal world, you should protect your brand and register your trademark (i.e., your name, logo, or slogan) before working with a brand designer.

Trademarking Your Brand Before Investing in Your Branding

You’re about to invest your time and money into building a one-of-a-kind brand. You’re hiring your designer to help you create a logo that stops the scroll and a color palette that’s instantly recognizable. Your designer will put everything together to create a cohesive brand guide that feels intentional and aligned with how you present your brand. Ultimately, you want your brand to stand out and become memorable in the minds of your customers.

But none of that investment holds much value if someone else already owns the name. In cases like this, that can mean a forced rebrand or, worse, a trademark infringement issue.

That’s where Lindsay and her team come in.

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At Lane Law, Lindsay and her team conduct comprehensive trademark searches to ensure your name is available, distinctive, and defensible before your designer gets to work. No fluff and no runaround. Just clear answers to the questions that matter:

• Is your name too generic or descriptive to be protected?
• Could you be infringing on an existing trademark?
• Are there prior marks that could block your registration?

When you work with Lindsay and Lane Law on trademarking your brand, you’ll receive a detailed trademark search report, an attorney-drafted opinion letter, and strategic guidance on your next steps. If you are ready to move forward with protecting your brand, we can also assist you with the trademark application process from start to finish.

Lane Law also collaborates with your designer to ensure your logo is created the right way from the beginning. No templates, no questionable fonts or images, and no elements that could create legal issues or conflict with platform terms. With their approach, you can move forward confidently knowing your brand is truly yours.

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Things to Keep in Mind Before Trademarking Your Brand

Take the time to create a brand name and slogan that is truly unique. 

Your brand name is the foundation of it all. It is how consumers find you, remember you, and refer others to your business. A strong name, paired with a distinctive logo and a clear, consistent slogan, works together to create a cohesive and recognizable brand.

Your slogan is more than just a tagline. It reinforces your brand identity, communicates your message quickly, and can become just as recognizable as your name or logo when used consistently.

Your logo is how consumers visually identify your brand. It creates an immediate impression and, over time, becomes a symbol people associate with your products or services.

When you file a trademark application for a logo, the protection applies to that specific design. If you later change or redesign it, the new version will not be covered under your original registration.

Get feedback. Refine the details. Ask the right questions:

Does the logo align with your brand message?
Is it simple or complex?
Is it stylized text, a design element, or both?
Does your slogan clearly communicate your value and feel authentic to your brand voice?

Whatever direction you choose, make sure you love it.

If you have already launched a brand around a name that may be taken, do not panic. Lindsay and her team can guide you and your designer through a rebrand, whether that means helping you develop a new name, refining your slogan, or connecting you with a trusted naming expert.

Your brand is one of your most valuable business assets. Treat it that way from day one.