When it comes to protecting your brand, logo, or slogan, securing a trademark is a crucial step. Whether you’re filing at the state or federal level, the application process can be deceptively complex. While services like LegalZoom promise quick and affordable solutions, they often fall short in providing the strategic legal guidance needed for lasting protection, and end up costing you more money in the long run. That’s where a trademark lawyer becomes invaluable.
Why It’s Worth It:
A trademark lawyer doesn’t just “file paperwork.” They assess whether your mark is actually registrable, help you avoid potential conflicts, and develop a strategy that aligns with your brand’s long-term goals. The USPTO (United States Patent and Trademark Office) doesn’t offer refunds if your application is denied — a costly mistake for DIY filers.
Here are the top three mistakes people make when they try to file without professional help:
1. Choosing a Weak or Generic Trademark
Many DIY filers select names that are either too descriptive or not distinctive enough to qualify for protection. A lawyer can guide you toward stronger, more defensible marks that won’t get rejected.
2. Not Conducting a Proper Clearance Search
Simply Googling your name isn’t enough. Trademark attorneys perform comprehensive clearance searches to uncover existing conflicts — including marks that may not be identical but are still confusingly similar.
3. Incorrectly Classifying Goods or Services
Misidentifying the International Class or poorly describing your goods/services can lead to a denial or limit your protection. LegalZoom and similar platforms often rely on templates, which can cause critical errors in this step.
In short, while DIY options may seem like a cost-saver upfront, they often lead to delays, denials, or worse — a weak trademark that leaves your brand vulnerable. Hiring an experienced trademark attorney ensures your application is done right the first time, giving your business the legal foundation it needs to grow confidently.
Need help with a federal or state trademark application? Contact us to speak with a trademark lawyer today.